Thursday, October 04, 2007

It's Here, But It's Not That Good


Maybe there was never a chance it could live up to the hype. Maybe it was actually harmed by the release of all that teaser material, which leaves you feeling like you've already seen the ad, really.

But the fact is that the new Sony Bravia ad with the Play-Doh bunnies is probably the weakest installment of the trilogy.

I did like the bit where the little bunny waited to cross the road. And it was very cool when the whale-tail turned into a giant rabbit.

But the waves and cubes didn't do much for me. Why take it beyond bunnies? One surreal twist is fine, but don't lay loads of them on me, because I get lost.

Also, the music is way too on the nose. It feels like they've done groups which told them 'consumers aren't getting that the ads are supposed to be about colour' so they've gone and found a 'colour song'.

Plus, I found that the people moving in stop-motion - in addition to the bunnies - was very distracting and somewhat lame. Shoulda rubbed them out in post, in my view.

Then again, what do I know? All I've done was a thing with watches falling from the sky, and people complained that was both irrelevant and dangerous. At least bunnies never hurt anyone.

32 comments:

Lunar BBDO said...

Hey! We said the exact same thing about the music. But I said it French.

I prefer it to the underwhelming 'Paint'. It has more let'swatchitagainability.

Charmant (French again).

Anonymous said...

Play Doh. Or just Doh!?

Anonymous said...

I don't know if it's just style of the video or my broadband, but the low frame rate made it seem half finished. It would be amazing if the frame rate were higher, perhaps 15 frames. The wave would be more impressive, as would the building of the giant bunny and the cubes at the end. I like the cubes. But I agree with you about the music. The choice is really lazy. But hey I'm going through a stoner rock faze right now.

Anonymous said...

Bloody hell! Scamp, not kissing the arse of some Fallon work? If I hadn't seen it with my own two eyes I wouldn't believe it.

Be careful Scamp, I reckon you're in for some seriously hard bodyslams next time you challenge Flintham and Cabral to a fireside wrestling match.

Still, I'm sure the baby oil will soften the blows (so to speak)...

Anonymous said...

it's not balls but it's sweet.
i agree about the music - obvious. they probably thought that because it's a stones track then no-one would criticise it.
the music on paint was a bit shit as well though, wasn't it.
didn't find it overwhelmingly colourful (which is the idea after all).
enjoyed the little touches.
thought the frank cutaways didn't really add much.

Anonymous said...

they hyped hype. not a good idea. it's just a bloody commercial.

Anonymous said...

Not as good as balls and much better than that dulux ad. I agree, maybe they should have stuck with bunnies throughout and the music is a touch obvious, but it's great fun and makes me feel good in a gorilla drumming kind of way.

Anonymous said...

i think you're spot on scamp.

different music, bunnies throughout, and none of those distracting people flashing by. the higher frame rate is a good point too.

just goes to remind us all how difficult it is to pull off a real belter, and how those that do deserve all the praise they get.

Waldemar said...

i like it, really. even the whale. enjoyable to watch. agree on the music, total crap, but hey, they might change it if everyone complains, like on paint.

southbites said...

agree with the music and the waves. i can't see the point. i don't think it's as good as balls but i don't think it's weaker than the paint. a phenomenal effort anyway.

one detail i like lots it's the space-invaders type of graffiti with a rabbit in it that appears towards the beginning of the ad. sweet little touch.

Anonymous said...

Maybe you're just a bit jealous?

Anonymous said...

I think you need to wait and see it on the big screen. It's sweet. As is in sweet as a f**king nut, rather than 'cute'.

Anonymous said...

It's not as good as Paint. Which was not as good as Balls. Does anyone else spot a trend? I wonder if they had a Planner at the edit?

Danny said...

I like it better than Paint personally. That one never did a whole lot for me. Either way, its a hell of a lot better than any sony ad I've seen here in the states, so I can't complain much.

Anonymous said...

Oh come on now, surely the blogger gets to say something is not that good without being accused of being jealous. Truth is, it's not that good. I'd agree that's in part due to the tremendous hype - rather than saying, hey, here's a neat advert, they chose instead to say, hey, you entertainment-deprived losers, wait 'til you see our really world-changing film. Expectations were poorly managed.

Anonymous said...

1.We go to San Francisco and we launch bouncy balls down the streets.
2.We paint a council estate with explosives.
3.We... fuck it, I just fancy going to NY.

Gotcha Cabral.

Anonymous said...

Hey. Do you realise that this will still be one of the most talked about ads of the year? And it will win awards. Bronze or Silver perhaps but nevertheless it will do ok. Better than most of us I'm sure

Anonymous said...

xAnonymous from 1.32 pm here. Admittedly I've now had a couple of glasses of Chablis, and am currently struggling with a white goods appliances brief, but actually, I think it's brilliant. We're all creatives and tend to be a picky and often jealous bunch. But it's great, fun, entertaining, really different, and you know what - I even like the music. The film is about colour so why the hell shouldn't the music say that - lets not be so obtuse, it's a great track. Okay, now I'm rambling. One more glass of Chablis and a final push on the damn fridge thing.

Anonymous said...

Am I the only person who likes "Paint"? I also liked the clown in it. This must mean I'm shit at advertising.

richard huntington said...

Hmm got to agree scamp.

In the words of The The is it a case of "forgetting the message and worshipping the creed".

But it may be simply that our expectations are now so ramped up it is virtually impossible to exceed them.

Anonymous said...

Hey Scamp,

just to let you know I think someone has hacked into your blog. Someone posted that the Ladbrokes and Virgin films were good and the Play-Doh film is not good.

Also, surely the real scamp would have commented on the BA ad?

Anonymous said...

We do know how you feel about advertising that "borrows" from art Scamp but it looks like at least some people are sort of upset about this one.

http://gizmodo.com/gadgets/adwatch/sony-bastards-ripped-off-the-bunny-tsunami-ad-307398.php

Scamp said...

Woah, back up there, 11.16am anonymous. I didn't say the Play-Doh film is "not good".

I hope I'm not being overly pedantic (which is very possible) but what I meant is it's "not THAT good" especially compared to the hype.

Whereas Ladbrokes and Virgin were unhyped and surprisingly enjoyable.

Scamp said...

To 11.42 anonymous, thanks for sharing the Gizmodo thread. Interesting to see how people out there feel about it.

I particularly liked one comment: "isnt the wave bunny "art" just a ripoff of hokusai?"

The Kaiser said...

Good call on Hokusai. Studied him in my first year of art college (as you do - silk painting and all).

http://de.wikipedia.org/wiki/Bild:The_Great_Wave_off_Kanagawa.jpg

Anonymous said...

I totally disagree - never particularly liked balls or paint but bunnies are lovely. The ad has a real emotional warmth and i much more enjoyable to watch than either of the other two. Which just goes to show, it's just an ad and everyone will have a different reaction / take on it.

Corey V. said...

I didn't watch any teasers for this one. And I like it.

I watched teasers for the Paint spot, and said "ho hum."

I'll never watch teasers again.

Rachel Clarke said...

I liked the ad, just got really annoyed at their half-hearted 'reach out' to interested parties for the teasers that never really got what the web can really be about. And they should have just stuck to rabbits. I like the rabbits, they are cute.

Anonymous said...

This ad is a perfect example of the Law of Diminishing Returns.

Matt said...

Even though it's a good song, I agree that it's a bit obvious.
Anyway, this Rolling Stones track was used in an iMac ad way back in 1999.
http://uk.youtube.com/watch?v=83nS4EGKU04
Personally, I'd rather look at lovely iMacs than playdoh bunnies.

Gordon Comstock said...

This is prog-rock of advertising if you ask me. You know they're still listening to Guns and Roses in Argentina?

Anonymous said...

Falling watches? more like falling shrapnel.