36 Comments

I like the new ad, but what's happened to the 'Like no other' tagline? They've had 'Colour like no other', and 'Music like no other', what on earth made them go with 'The smoothest picture ever'? Surely 'Motion like no other' or 'Movement like no other' would have been more appropriate.
Matt
2009-02-23 14:39:52

To tell you the truth, I'm rather disappointed by the new spot. It's more of a small documentary than a true commercial, because the giant zoetrope really exists. But to people who don't know that, this commercial will come through as just weaker than the previous (and great) ones.
Franz
2009-02-23 21:17:52

Did somebody order a sausage pizza?
Tart Director
2009-02-24 05:58:00

Very disappointing, but the standard has been steadily declining. The choice of soundtrack is also very bland.

The actual zoetrope itself may be worth viewing, but on screen it becomes just another image of a heavily photographed footballer. It shows that Sony are thinking of a European advert, rather cynically choosing a multinational brand.

Imagination has drained out of this campaign, perhaps through Sony's influence, or possibly as Falon have stretched it too far.
thepicklebot
2009-02-24 13:08:25

another remake of an artpiece that doesnt move on the idea from the original but weakens it to merely a way of rendering an image.
http://www.youtube.com/watch?v=y-75uRHYHWE
poor stuff from fallon - not doing so well of late.
Si (gh)
2009-02-24 13:37:45

Er, makes me think of a (cheesy) car ad I'm afraid.
Dennis
2009-02-24 14:40:22

What's the point of using a series of TV screens to display a static image... which when viewed through a huge zoetrope structure creates a moving image? To sell their 200hz smoother picture! Confused... you will be.

Also a bit disappointing nothing more inventive than Kaka doing some standard juggling could be found as source material.
Mr Dee
2009-02-24 17:33:12

Totally awesome, great work!
Jason
2009-02-24 18:26:03

Has anyone else noticed how this is just another case of lazy ad people ripping of a great original idea...without the original director on board? Mark Simon Hewis made this Zoetorpe idea much better nearly 2 years ago!

http://worldofarthurcox.co.uk/?cat=22

Bad advert - good original idea.
Dco
2009-02-26 10:46:05

When will advertising agencies stop shamelessly ripping off other peoples concepts?

I have seen Mark Simon-Hewis' "Life Size Zoetrope" which this spot clearly steals it's creativity from.

They are payed hundreds of thousands of pounds to make adverts yet none of that is spent on a single second of orignal thought.

I can picture the brainstorming session now. Just a quick trawl through youtube to find some real creativity then pass it off as the best idea you never had, charge a multinational £?00,000 pounds and not even credit or involve the person who the idea really came from. Job done.

The Sony Bravia ads had been a last bastion of originality in advert world. No more apparently.
Original Thinker.
2009-02-26 10:57:21

Very disappointed with Sony, not only is it a very boring advert but it's a rip off from this: http://www.worldofarthurcox.co.uk/?cat=22 (The Life Size Zoetrope, Made for Animate Projects and Channel 4 in 2007!!)

Is it that bad that Sony can't even come up with original ideas anymore?? That doesn't make me want to buy a TV, so that means this advert does not work!

Anyone can make something along these lines with computer graphics!
Helen
2009-02-26 11:47:29

Makes me think of Mark Simon Hewis' Lifesize Zoetrope:

http://www.youtube.com/watch?v=y-75uRHYHWE

Shame he didn't get to make it - would have been good to see a real Kaká spinning round at 50kph. Not in a mean way.
Feix
2009-02-26 12:11:59

COMMENT DELETED BY MODERATOR

I Remember watching a film called "The Life Size Zoetrope" that was made for Animate Projects and Channel 4 back in 2007.

It was much more interesting. I found a link to the directors work. His name is Mark Simon Hewis and I recommend you check it out at

http://www.worldofarthurcox.co.uk/?cat=22

Its got a much better feel and looks better which is amazing because i bet i didn't have a third of the money this one has.
St Leger
2009-02-26 12:23:03

Thanks to all the recent posters who have pointed to possible similarities to Mark Simon Hewis' film - his producer has also been in touch with CR. We shall look into it but, in the meantime, please bear in mind that we cannot allow unsubstantiated allegations of wrongdoing in the comments section and that comments may be deleted if we deem them potentially libellous.
Patrick Burgoyne
CR
 Patrick Burgoyne
2009-02-26 12:30:18

I saw a wonderful short film on Channel 4 a while back which was just like this, but was much better as it went through a whole human lifecycle.
This just looks more like an ad for Nike.
Check out the original film http://www.worldofarthurcox.co.uk/?cat=22 - the beginning is REALLY similar to the start of this ad.
Sara
2009-02-26 13:44:49

I too was suprised to see this Zoetrope film so soon after, and I can only presume, 'coincidentally', the release of Mark Hewis's film The Life Size Zoetrope.

Aside from this observation, I don't feel the ad works very well anyway. How many times can we watch someone kicking a football in an advert? hardly inventive, and I agree with Mr Dee. It seems a confused concept for advertising a super sharp screen.

Well, that's advertising in the youtube age it seems - 'Borrow' an idea, spend a ridiculous amount of money on a gimmick and stick a celebrity in there for good measure. Inspiring.
MB
2009-02-26 14:27:48

It would be great if you could use your magazine to provide an opportunity to address this issue.

It is obviously important that practitioners can feel confident that there work will not be plagiarised by the very people who should be supporting new talent. Sadly, it there seems there is very little people can do to protect against it. It would be important for Creative Review to examine this case and others like it as it is relevant to all people producing creative work.
Laurie
2009-02-26 14:40:40

We commissioned Mark Simon Hewis' film The Life-Size Zoetrope, and the Sony ad does seem like a nasty rip-off that fails to achieve even a tiny fraction of the charm and wonder of the original.
gary thomas
2009-02-26 15:30:31

A really nice idea, just a shame that it wasn't your own.

All seems rather cynical to me ..... what's the ad for again ??
skinner
2009-02-26 16:11:25

This advert is nowhere near as awe-inspiring as its 'inspiration' The Life Size Zoetrope, made in 2007 by Mark Simon Hewis. You can see the blood, sweat and tears that went in to the making of The Life Size Zoetrope here: http://www.animateprojects.org/films/by_date/2007/life_size_z
Abigail
2009-02-26 17:16:59

We've now had seven comments all linking to the same film - please read the comments above before posting as this is getting a bit repetitive.
Thanks
Patrick
 Patrick Burgoyne
2009-02-26 17:19:17

rip off of a brilliant short film (the life size zoetrope) made 2 years ago by mark simon hewis.


http://worldofarthurcox.co.uk/?cat=22
sam
2009-02-26 17:46:03

@Sam
Sigh... this point and link have been made repeatedly. As requested, please read previous comments before posting.
Patrick, CR
 Patrick Burgoyne
2009-02-26 17:58:07

Nice installation, reminds me of a film from 200... nah only joking.

Actually I don't think Mr Mark Simon Hewis invented the Zeotrope, and as a vehicle to display a flicker free picture on a screen it does seem like one of the more obvious ones... That said it's dramatically shot and looks entertaining to watch in the flesh.

The subject matter a little dull... perhaps they sponsor the team i wasn't really paying attention.
Tony M
2009-02-26 22:21:38

I don't really think that a couple of pads of paper in a fairground ride is quite as impressive as the Sony version to be honest. Yes the short film was nice, but the quality of build (custom zoetrope vs 'the cage') is nowhere near. I've been on one of those rides and taken pictures before, it's not exactly difficult to do.

In all honesty, Sony HAVE copied the theory of zoetropes, but that could be said of Hewis' film. Zoetropes and the theory behind them have been around for centuries. This is like accusing McDonalds of ripping off the concept of hambugers.

Nice Kasabian track though...
Stephen Smith
2009-02-26 23:24:50

PS: Is the concept of a zeotrope to show still images through a slit whilst in motion?. The Simon Hewis attempt does not have this, and the pictures have been collated in what looks to be a stop-motion format, rather than an actual continuous film...
Stephen Smith
2009-02-26 23:29:05

This is a clear rip off of Mark Simon Hewis' 2007 short film "Life-sized Zoetrope" which is far more amazing. He was originally approached to make an advert for them before they made this.

http://www.worldofarthurcox.co.uk/?cat=22
Kayleigh
2009-02-26 23:51:04

After seeing the Sony advert I couldn't help but remember a great little film made a couple of years ago by who I'm sure we're all aware of now, Mark Simon Hewis.
I was upset to see the lack of creativeness in the Sony advert in comparison to 'The Life Size Zeotrobe'. The very monotonous repetition of the footballer compared to an elegant progression of a narrative cleverly told. The advert for me personally just isn't that inspiring.

Yes Sony have taken the age old concept of a zeotrobe just like Hewis' film but I genuinely don't see as much charisma and effectiveness as The Life Size Zeotrobe film has achieved.
It's a real shame that this has occurred.
But we are all entitled to our opinions and I can only hope that this guy receives the recognition that he deserves for a really great idea and film.
Neil
2009-02-27 13:37:15

Did this Mark dude invent the Zoetrope? Or was it a rip of of a rip of? That film looks awful and obviously heavily posted. Is that a student film or what? It looks nothing like the Sony spot. Good way to get noticed tho. Nice try.
derek smith
2009-02-27 20:44:29

like other bloggers, this brings to mind Mark Hewis's Zoetrope film, http://www.worldofarthurcox.co.uk/?cat=22, only with less charm, creativity and, wonder. The point of the original Victorian zoetrope was to make people smile in awe at science and nature working beautifully together. This looks a bit like a great Big Mac with all the negative connotations...
gasferryboy
2009-03-02 13:06:27

OK, Patrick is right - enough about the comparisons...

So many postings about the similarities that this feels like something CR should be addressing in the publication. I have worked for/with advertisers and the practise of youtubing for ideas is more than common - it's encouraged. I've even heard "Don't worry find something cool and we'll post rationalise it" from a 'creative' director.

Clearly no one can own an idea, only it's execution. Having said that taking an insight/idea (whether student/amatuer) and putting an industry polish on it/throwing budgets at it does not a creative make.
Si (gh)
2009-03-03 14:14:42

CR has spoken to both Fallon and the producer of Mark Simon Hewis' film about the making of the Sony Bravia spot and the contact that was made between the production company and Hewis. Fallon has declined to make any official comment about this, however it is our understanding that the contact between the production company and Hewis was made in November 2008, when production of the Bravia-drome ad was well underway (the zoetrope having already been erected in Italy), and was in relation to a different strand of the project for Sony.

However, the comments here have raised again the issue of how easy access to short films on YouTube has led to increasing accusations of plagiarism by ad agencies, and this is something that CR intends to explore in further depth in an article in the May issue of the magazine.
 Eliza Williams
2009-03-04 17:14:46

Very good Eliza, we look forward to CR in depth exploration of this issue.
Perhaps it could include examples of cases raised by individuals against agencies (see W+Ks "cog") and vice versa, some legal on IP issues and advice for protection for idependant/student creatives..?
Si (gh)
2009-03-10 16:32:34

if you want original life sized zoetropes
you must look back to peter hudsons 2002 "sisyphish" 2004 "DEEPER" 2007 "homouroboros" http://www.youtube.com/watch?v=fEW6yosg-0w&feature=channel_page and 2008 "tantalus"

its the real and original deal
relevent and 3d
peter hudson
2009-03-12 05:19:26

Having just watched the Hewis's version of a zoetrope, I don't understand why people are saying that the Sony version has 'stolen' the idea? Hewis's version is not a zoetrope in the real sense of the term as the images were animated in post (correct me if I am wrong?).

Even then, surely the concept of a zoetrope has been around far longer than Hewis's version and I cannot see what other similarities there are between them?

I am not one to usually defend Sony but it seems unfair to criticise what is actually an amazing peace of engineering.

And the video is pretty cool too!
ziggystardust
2009-04-05 07:19:19

ziggystardust:
"Having just watched the Hewis’s version of a zoetrope, I don’t understand why people are saying that the Sony version has ’stolen’ the idea? Hewis’s version is not a zoetrope in the real sense of the term as the images were animated in post (correct me if I am wrong?)."

As a concept piece Hewis's film did more with the idea of a zoetrope aside from just making it bigger, it was more interactive and 'performed' by the participants. However if you strip away the gimmick of how the film was executed the story didn't do anything for me, it was very studenty writing. From the comments posted here there are plenty who did enjoy it, however, while people seem mostly disappointed by the Bravia ad.
I would have to agree this commercial is nothing special. Maybe the structure itself would be an interesting thing to see in person, but you can't really convey that through an advert, no matter how many cutesy editing and camera tricks you use.
I don't feel that this ad is a rip off (and even if it was they changed it enough to keep their noses clean) but it's a poor follow-up to a campaign that had some lovely moments. The balls and play-doh ads were very nicely done.
I am very interested in reading the forthcoming article on youtube plagiarism though, as it's a valuable thing for young creatives to be wary of if they don't know the risks of posting work on a public forum. So that's some good that's come of this.
And Peter Hudson's zoetrope (as posted above) blows both Mark Hewis's and Sony's out of the water. That's charming in a truly non-contrived way.
Ramone
2009-04-06 23:13:03

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