NFD: Boom

Music's not the same when it's subtitled.

Advertising Agency: DDB New Zealand

Executive Creative Director: Toby Talbot
Deputy Creative Director: Regan Grafton
Head of Art: Mike Davison
Art Director: Dave Brady
Copywriter: Joe Hawkins
Account Executives: Brad Armstrong, Scott Wallace
Photographer: Meek

October, 2009


nepstein's picture
197 pencils

That's kind of hitting people over the head isn't it?

Billoughsby's picture
5144 pencils

This series has good photography and visual treatment going for it. Very engaging at that level. Seven to nine star.

But -- and gently now -- "No."

The whole thing comes off as wrong. The wording of the payoff line was no doubt polished until it gleamed, but, sorry, it is not adequately thought out. What we see up on the screen isn't properly a subtitle or lyric or anything suggestive of impairment. It's a guy humming wordlessly along with his mp3 player because he feels good. The fact that this approach may still somehow manage to jump the logic gap for the preliterate/illiterate target audience with no problem, in spite of the fact that it's like a joke with the punchline mangled, might save it. But I doubt that it delivers the gut-punch needed to reach it's target, anyway.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

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