32 Comments

If we're playing that game, I think it has mobile phone written all over it. Why? Because it's a collection of moments, and, hey! Oh wait! Mobile phones are all about sharing moments using MMS, e-mail, facebook, twitter, dailybooth, SMS, plancast, yelp, foursquare, skype, loopt, hotpotato, qik, flickr and erm, 'BJs'?
Spencer
2010-08-13 18:49:35

Love that tree-to-stars cut. Stars suggest the shape of the tree.
Gavin
2010-08-14 00:28:01

Yep this will sadly be ripped off soon. Nice piece though.
Jack Maxwell
2010-08-14 17:44:28

Not as clever as you think it's going to be, which makes it slightly confusing at first as you over-think it, until you realize that there's not much to the wordplays... and I'm not convinced yet that it has much to do with wordPLAY, just word association. Aha, that's why I was confused. I was looking for wordPLAYs, of which there were none. Once I took it down a rung on the conceptual ladder to word associations, it made more sense, but was more boring. But nice anyway
mike
2010-08-14 18:25:23

Words, by Daniel Mercadente and Will Hoffman, is not perfect (it's a shame they felt some of the words had to be actually spoken) but it is fantastic through and through, from scene to scene and beyond. It is so engaging, vast and impressive that it is almost mind-boggling to imagine how much work must have gone into the film to come up with so much visual wordplay.
Reality Check
2010-08-14 18:31:50

yeah blowjob scene caught me off gaurd, should spice up the next nokia ad though
alex
2010-08-14 19:24:36

Yea I can see an ad agency doing this...but here's the thing, haven't we all seen something like this before? Probably not to this extent, profound, or as well done, but it's been done before. So I'm not seeing the problem here. Cellphones have been doing stuff like this for a while. I like it all. I have to say it does inspire. And that's a good thing I think. Call me a hack if you like.
Alex
2010-08-15 01:14:57

To the director - great shots and nice flow. The reason you think an ad agency will rip it is because it plays like an ad. It has been done before in advertising therefore if you see an ad like this then it will be ripping off the style of ad that this film in turn was undoubtedly based upon.
Mickey Mouse
2010-08-16 09:37:42

Why would a team 'rip this off'? It's no where near as great as it's being made out to be. Plus it's very forced and contrived. It's not a bad piece, but in their infinite wisdom CR have pitched this as the next big thing to be ripped of by the ad industry. Could we just have had this posted without the snipey remark? And yes I do work in the industry.
Matt
2010-08-16 09:54:59

what!? i've seen this done over and over again already. As an ad, that is. Okay its nice done, a few scees are nice, but others arnt. the music sounds like a bad ad ripoff too... We're at a point that short films ripp off slice of life ads? The question should be the other way around...
jay
2010-08-16 12:33:38

@ Jay, Matt

Fair point. Perhaps I was feeling a little dyspeptic when I wrote this at the end of a long week. For an insider's view, have a look at our regular columnist Gordon Comstock on the pitfalls of YouTube/Vimeo etc here

http://www.creativereview.co.uk/back-issues/creative-review/2010/february-2010/gordon-comstock
 PatrickBurgoyne
2010-08-16 13:19:01

Regardless of who's ripping who, great video. Definitely worth sharing.
David Airey
2010-08-16 13:31:33

Like it. Smart and subtle.
James Nelson
2010-08-16 13:31:44

Lovely.
zuko
2010-08-16 15:29:20

Airey is right. Whatever... it's a cool video. Thanks for posting it.
Metrozoe
2010-08-16 16:00:21

It is good. I like it a lot, and yes some shots are not as good as others, but maybe this was the point.
stripeyhorse creative
2010-08-16 16:33:06

The universe part should have had the 'Ommmmmmmmmmmmmmmmmmmmmmmmm' sound.
Graphic Design Manchester
2010-08-17 00:39:24

Nice but dull. wish they hadn't felt they needed to say the words too, dumbed it down when it was already so obvious. (and seriously didn't need the sound element of the blow job scene!) I felt it needed another level of meaning to give it weight.., i dunno, maybe introduce something like WORD PLAY. (!)..
townspender
2010-08-17 09:53:33

simple idea love it
j x
2010-08-17 12:20:08

Get off it CR, yeah it's very lovely, but it's not like they've given birth to the messiah. Seen it dozens of times.



I'm struggling to remember the name of the film , but it's exactly the same idea. A sequence of cuts where every word is a synonym for a Johnson/Shaft/Member/Cock/Woody etc.



Same idea.



So it's not like it's never been done. Probably been in an ad already too. . . A bag of magic beans to the person remembers the film!!
Paul
2010-08-17 13:04:00

Something like this has probably been done before and I have no doubt a replica will appear after Coronation Street soon, but I like it and it is definitely worth posting around if it raises a smile or two.
superfried
2010-08-17 13:21:18

If the film's been made to promote NY public radio, doesn't that make it an ad already?
Ed
2010-08-17 14:17:14

It's a great little piece of film and i'm sure if you look hard enough you'll see similarities elsewhere, so.

Its thoughtful and quite sensitive, it works for me. If I had seen a brand using something similar first I would have said the same until the logo comes up at the end and responded with, "Oh its for them" and been sadly disappointed mentioning no names, mainly because I can't remember who made me feel like that only a couple of weeks ago

If a mobile operator used it I think it would be too obvious at present in my eyes, somehow you would say "I have seen it before...." They need to take a new line on things now, the market is flooded with these kind of "moments."

Great standalone film all the same and thats all that counts.
Rajesh Pancholi
2010-08-17 14:56:25

I thought it was beautiful. Some gorgeous shots - and I loved when the little boy said he was going to run away now - and did. It made me smile while drinking my coffee - which is the same as chocolate. Lovely.
Sue E
2010-08-17 15:22:16

Paul, Austin Powers is the film.

send my magic beans to Story NYC.
ror
2010-08-17 16:19:51

yeah great phone ad, especially the bit where the guy says, "you're breaking up man, i cant hear u"

lol
nick
2010-08-17 17:14:02

lovely stuff - isn't it a derivation of the Cannes winning EOS photochain campaign but using video instead of stills. http://www.canon.com.au/worldOfEos/photochains/home/default.aspx
Adam
2010-08-17 23:57:13

Yes, the video is beautiful, but the concept is at least 8 months old:
http://vimeo.com/8189067
marty
2010-08-18 06:16:50

Excellent. I'm gonna rip this off next week. Can't wait for those Creative Circles to come rollin in.
Devilgate
2010-08-19 10:15:14

Paul wrote " A sequence of cuts where every word is a synonym for a Johnson/Shaft/Member/Cock/Woody etc."

I believe that was a scene from Austin Powers as Dr. Evil makes his, um, re-entry in the "Big Boy" burger.
Anson
2010-08-20 01:33:19

well no one yet has commented on the music: surely the music is the most derivative aspect of it. a reflective, repetitive piano piece that implies wonder and possibility is now advertising's first choice for tying together a string of images into a 'big picture'. (i would wager this is one of Koyaanisqatsi's many unintended great impacts on popular culture.)

i agree with most people here, it's quite a lovely work, but i personally found the music the most uninspired element.
D'Arcy Foley-Dawson
2010-08-20 04:26:01

I wasn't too keen on it but I didn't like the music and the inclusion of speech. Was a bit confused with the word 'play' bit too but you soon got the hang of it when you were not told what to expect.
nat
2010-08-27 12:15:16

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