Life is a Carousel for Philips
Created for Tribal DDB, Amsterdam, this awesome interactive campaign promotes Philips' latest entrant into the
television market, the CINEMA 21:9. Since the television's 21:9 frame lends itself so readily to film, Tribal DDB, Amsterdam commissioned Stink Digital to create a piece of filmed content that could hold its own with Hollywood's best.
Stink Digital director Adam Berg responded with an idea for an epic 'frozen moment' cops and robbers shootout sequence that included clowns, explosions, a decimated hospital, and plenty of broken glass, bullet casings and money.
The film, titled Carousel, is the centre piece of the project.
On its
own, it clocks in at a (totally coincidental) two minutes and 19
seconds, but Berg conceived it to work as an endless loop. Visitors to
the microsite therefore have the option to 'spin' through the film's
single take shot repeatedly, to stop on a specific frame, or to watch
it at the preordained speed.
The film also contains embedded hotspots, which, when triggered, transport the viewer seamlessly from the heavily posted film to a behind-the-scenes version of the same shot. This constant moving between two layers of reality proved one of the project's biggest and most ambitious production challenges.
Other details of the online execution play off the cinematic theme; the microsite's loader doubles as a credit sequence, while rich media takeover banners drive traffic to the site by teasing viewers with an original Carousel trailer.
All aspects of the production, from the film shoot to web design and development, were conducted by Stink Digital and Tribal DDB Amsterdam.
The film also contains embedded hotspots, which, when triggered, transport the viewer seamlessly from the heavily posted film to a behind-the-scenes version of the same shot. This constant moving between two layers of reality proved one of the project's biggest and most ambitious production challenges.
Other details of the online execution play off the cinematic theme; the microsite's loader doubles as a credit sequence, while rich media takeover banners drive traffic to the site by teasing viewers with an original Carousel trailer.
All aspects of the production, from the film shoot to web design and development, were conducted by Stink Digital and Tribal DDB Amsterdam.
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No doubt technically very good. However, I know it's not a diorama, the camera moves, the frozen scenes and FX remind me of Halo.
How is this even slightly good? It's a (lame) movie pastiche.
What's worse is it does nothing for the actual (and real) benefit of the screen. Which is minimal black bars for wide screen films.
That said, the TV is bullshit too.
The aspect ratio of most cinema these days is 2.35:1. Not 2.19 :1.
Oops. Always read before you post. 21:9 is 2.35:1.
The campaign is still lame though.
This is awesome no matter what experts in child abuse think of it.
Although I did see it a week ago somewhere else, I freaking love this. No logo. No nothing. Build a story. Keep it sweet.
THIS is an ad that will get people talking {in a positive way.}
It's pretty rad.
Better than most spots on the blog. Especially the ones of late.
My only problem is on the site, it doesn't allow you to watch it in full screen which is a bummer.
It is so nicely executed. Simple and pretty. Makes you stoked about the TV. You watch it and want a TV in super wide screen.
Stink. kicking out the jams!
When was the last time you saw an ad this long that you watched until the end?
Not including Air Supply's greatest hits of the 70s infomercials.
Nice one ad wankers. This is great! Awesome execution. Watched it 3 times thinking how awesome it looked. It's for a TV I'm told.
Couldn't stop watching it.
Great music too.
Nice to see something a bit 'gritty' and not colored bubbles dancing in slo-mo
or some shit.
So how many of you experts would have known it was for a superwide TV?
Or doesn't that matter in your little dream world.
Steve Dodds, use the compare function. Let's you see the difference between the screen ratios/what you're missing out on.
I do kind of agree on the movie pastiche thing. We've seen it a million times before for TVs - LG Scarlet; Panasonic "the idea" - are a couple that come to mind; but it's particularly relevant this time and very well done. Plus, when you add in the commentary sections, it puts a lot more interest into the piece.
Halo rip off, looks cool though
Amazing execution.
I don't know what else to say. Maybe that's enough.
Tres cool.
It really makes me want one.
As for it not playing to the benefit, suggested as being "minimal black bars for wide screen films", do you really want to see an ugly girl and be told that you can have the beautiful one, or do you just want to see the beautiful girl?
I think it's a fair comparison, they're both things I love to look at. So why not play straight to what it is, not what it isn't.
I love this spot.
It was sent round our office last week and everyone was getting stoked over it.
It is all about super wide screens. it is 2.19 minutes long. It is shot in 21:9. It is cinematic.
What more do you need? Some crap ad formula applied to the brief.
There's an easier way to get xxxx
Nothing in the world compares to xxxx
if only xxxx was this easy.
No, they have just made it awesome. Job done.
Hi Steve Dodds
You're are obviously creative because your maths is well bung.
I'm with the child abuser here. The technique has been done before (numerous times).
The ad says nothing.
It's pretty. But it is vacant.
Being vacuous is not a sign of profundity.
I bought a new sony tv a year ago, but having seen this three times now, I want one.
you know - sometimes doing something that's fucking cool is enough. this shows the screen to its best advantage. it also communicates that this brand is seriously into picture quality (with the little DOP, etc sections).
And best of all, it has scary killer clowns. And I really like scary killer clowns.
So fucking what if it doesn't have what award shows determine is 'an idea'...? If Phillips ran this on TV, I'd sit there watching every single second of it. How many 120 second spots could you say that about? Most long-format TVC's/web films are seriously fucking boring, until you get to the 'twist' at the end.
Well, this thing is seriously watchable from the very beginning. Well done.
9.36am I share your sentiment. It's a great spot.
And I think you'll find the award judges will love it too.
Guaranteed we see it at a few of big shows in the next year.