33 comments

Rog's picture
Rog
6094 pencils

The time lapse visual is cool and nicely open to interpretation.
Lighting... chinese words?...
The tagline type treatment CLUNKS.

>>>> That's not an ad. THIS is an ad.

Zed's picture
Zed
178 pencils

I agree the typo is bad.
And I also like the fast idea here.
Where are the "done" people? I'm sure they're on their way.

rocketman's picture
rocketman
387 pencils

i like this visual a lot more than the first one. makes the exageration look real.
can't read chinese, though.

Spanky's picture
Spanky
4898 pencils

the lights would be red when the car is going away from the camera

Bundy Agency's picture
Bundy Agency
597 pencils

I think they are, aren't they

Spanky's picture
Spanky
4898 pencils

you wouldn't see the bright white streaks when it's going away

adrianapr's picture
adrianapr
1238 pencils

you got a point there. maybe it would be even better with the red lights also.

rocketman's picture
rocketman
387 pencils

true, true

Totto's picture
Totto
685 pencils

it s been done before. thats right -06' The Work.

A glorious bright light is blinding.

Intelligent ads are the need of the hour.

fractalrene's picture
fractalrene
1506 pencils

Cool artwork, I think that just the logo and 'The Ultimate Driving Machine' slogan will do it instead that text next to the car. Good Job!

Rajib's picture
Rajib
369 pencils

Like the visual.... except the type how its placed... cool dude...

vikramdhembare's picture
vikramdhembare
53 pencils

Nice visual

Is this acrual photograph or created image?

-Vikram

Senhora Kolossa's picture
Senhora Kolossa
483 pencils

wtf? seems to be a students work!

dr.look's picture
dr.look
53 pencils

any idea in it?

benjaminbrown's picture
benjaminbrown
439 pencils

It looks exactly like student work, you're right.

adrianapr's picture
adrianapr
1238 pencils

of course there's an idea in it: speed!!!
why does it look like student work?... i don't think so, i think it's pretty good.

Art-Director's picture
Art-Director
2 pencils

Light as speed is the entire concept of the new Sprint campaign you see everywhere.

http://www2.sprint.com/mr/cmastaticfiles/non-landing//images/PressKit/...

And it is communicated more effectively there than here.

benjaminbrown's picture
benjaminbrown
439 pencils

It's just lame, it doesn't sit together on the page, the light trails are an old idea, and the car and logo at the bottom look hammy.

I's have liked it better if it was all in one shot and the car was on the road in the foreground doubling up as the product shot, then you could declutter the ad and it gives a better idea of speed. It seems weird to have a static picture of the car at the bottom.

I think that's why it looks student, it looks like a stock photography.

The car's ugly anyway.

rocketman's picture
rocketman
387 pencils

i think the whole point of the ad is the exageration.
this could have never been done in one shot, and that's the idea.
it's not supposed to look real.

plus, the car in the bottom is the "obligatory" beauty shot in most car ads.
it lives separately from the idea and with most car clients, it's very difficult to avoid.
they usually want to see the car in detail and a running shot is not always that revealing, especially in a dark layout.

i agree with you that light trails are a very common visual resource, but they are not "the idea".
the idea is the way that light trails are used in this particular case, covering all that ground in so little time.
personaly i like the way that visual was applied in this ad.

benjaminbrown's picture
benjaminbrown
439 pencils

You'd be surprised what you can do in Photoshop these days.

That's not true of car ads at all, you hardly ever see them placed like this.

Never mind, you think on that level for now.

rocketman's picture
rocketman
387 pencils

right mate, please let me know when you admit me into your level of thinking so i can go out and celebrate, hahaha.

benjaminbrown's picture
benjaminbrown
439 pencils

Don't worry, you'll know. It'll be like the end of Cocoon II. A land of light for the deeply patronizing to sit round and patronize patrons.

rocketman's picture
rocketman
387 pencils

right, see you there.

benjaminbrown's picture
benjaminbrown
439 pencils

Too right. No drinking though, we don't like it when people get obnoxious. I'm sure you understand.

Still a crap ad though.

rocketman's picture
rocketman
387 pencils

of course, mate, it's your place, you make the rules :)

adrianapr's picture
adrianapr
1238 pencils

benjamin started so well, explaining clearly what he thought in a cool way;
then, rocket came and gave another point of view, equally well presented.

next thing we know, benjamin is throwing rocks at rocket, talking about "level of thinking" and all the "knowledge" he demonstrates in his nex comments... like "ok, let me give this rocketman a few lessons of my wonderful skill... i'll show this moron"... tsss tsss tsss.

It seems we have another big ego here, rocketman... maybe he's Gustav's bro and was born in the same country (known for the EGOS they have there).

Before talking you gotta learn to listen, dear benjamin.

and yes, rocketman and i (and many others here) will probably get drunk today, so what????
hahahahahahahahahahahahahahahahahahahahahahahhhahhahhhhhahahaaa

rocketman's picture
rocketman
387 pencils

and you know what the pitty is? i was actually interested in what benjamin had to say.
but this "me so superior shit" just doesn't do it for me, man, it completely kills the conversation.

anyway, what are you having mm&i? the first round's on me.

benjaminbrown's picture
benjaminbrown
439 pencils

Oh boy. You two sweethearts! That's funny.

I was taking the piss with the 'Level' thing, have you never seen Kerb Your Enthusiasm? It's just a little bit of Irony, are you Americans by chance?

You were still off the pace, but I don't mind. How about this, lighten up, who cares?

rocketman's picture
rocketman
387 pencils

don't get jealous my dear benjamin
yes, mm&i is my very good friend, but that doesn't mean we can't be friends as well, hahaha.

ok, man, whatever with the level of thinking and kerb your enthusiasm (which i've never seen, by the way).
no, i am not american and i've no clue were mm&i is from, but i suspect he is not american either. however i could tell right away that you are english (am i wrong?)
anyway i'm as lighthearted as can be, and i value everyone's opinion here, yours included, so what do you say i buy you a round of whatever you're having and you explain your ideas further, deal?

Spanky's picture
Spanky
4898 pencils

as pointed out above...

sold's picture
sold
3219 pencils

done done done and done for different clients also.
next!

bara bara baez's picture
bara bara baez
148 pencils

Whatever have done .. I wish you well and I want it has it badly done it much

benedict007's picture
benedict007
9 pencils

I think the idea is: Initial D

Takumi Fujiwara should replace his toyota ae86 :P

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