Monday, April 04, 2011

If you haven't seen it yet: the most elaborate cellphone commercial ever produced.

(via the New York Times) “We did not add any artificial music at all,” said Morihiro Harano, creative director at Japanese ad agency Drill, Inc. I find that nearly impossible to believe. The video is for the Touch Wood SH-08C, a phone with an encasement made from discarded wood (Is the xylophone also made from discarded wood?) It will be released by NTT Docomo in Japan later this year. The commercial was filmed in Kama City in Kyushu, Japan. If owning a cellphone made of wood is an irresistible thing to you, after watching this, you'll probably touch wood alright. Related: the most elaborate gum commercial ever produced.


Anonymous Anonymous said...

I flat out don't believe them.
Note the number of times that a tree blocks the view of the ball going down the "stairs". That technique goes back decades, Hitchcock used it in "Rope" to hide the camera transitions when the film had to be changed after each long take.

As for the "discarded wood", that's newly cut wood that's probably cutoffs from furniture manufacturing.

But I'm guessing that 90% of it is CGI.

7:30 PM  
Blogger copyranter said...

I agree, though I don't know about "90%."

7:49 PM  
Blogger Rocketboy said...

No real need for them to fake it... if they did fake it, one would have hoped that they would have tried to make it interesting.

8:32 PM  
Anonymous Celso Bessa said...

Well, i don't think being CGI or not is exactly relevant, but, they don't need the trees for cut. After all, they just change planes and make cuts without using any tree.

9:41 PM  
Anonymous mrjohn said...

it's because Japanese creatives all watch children's TV before going to work in the morning

I don't care if it is CGI or not, it's too long

10:18 PM  
Blogger Handycam said...

I think the ball is CGI. Match-moved with the boom camera. No way something this long went exactly as planned.

10:53 PM  
Anonymous Anonymous said...

just because you get to see this go that worked out fine, it doesn't mean others were as succesful.
for instance this clip by OKAY go was done in 1 take. It took them a lot more to get to one that worked out fine:

5:38 AM  

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