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Bluespace: Tetris

Advertising Agency: Atletico International, Barcelona, Spain
Executive Creative Director: Arndt Dallmann
Art Director: Amrit Jandu
Copywriter: Ben Carson
Agency Producer: Beate Küper
Account Director: Peter Stengele
Production Company: Aixsponza
Music design: Michael Gerlach
Post Production: Aixsponza
Aired: April 2008

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27 comments

Guest commenter's picture
Guest commenter

did anyone read the briefing?

sorry to say, but the print ads do not convey the message.
my 1st thought when i saw the office visual was that it's for an internet server hosting service.
only when i saw the spot, i got the idea that it's a storage facility.

the art direction is too rough.
one does not see the objects crushing the poor guy.

sachio's picture
sachio
78 pencils

True. However - I would assume... and presumably rightly so, that the ad-spots would be run in conjunction with the print ads. That said, the print ads would not make sense initially, or rather, the message wouldn't be completely conveyed, until paired with the video, creating an entirely new meaning for the consumer.

I love the refrigerator turning! the sound effects are fantastic, and the music is very simple, and charming. I really like the concept. I agree that I didn't know what this was about when I saw the print ads, but now it makes sense, and for the Spanish market, I'm sure it comes into close contact with everyone it is wishing to reach. I really enjoy this campaign, leaning mostly towards the video. It would be good if the print ads were more self-sufficient from an art direction perspective, but I don't think it's necessary marketing-wise, so long as the tv spot is run on the major networks at the proper times and the ads are placed at central stations and highly trafficked squares and shopping streets.

SeanMartin's picture
SeanMartin

As you say, the video saves this campaign, because the print ads are nearly incomprehensible when standing on their own.

Crisp One's picture
Crisp One
2007 pencils

but i like your version better....its shorter

R3P's picture
R3P
33 pencils

Very smart how the items have inertia, so if moved too quickly, things fall on the floor or slide - and the back panel on the refrigerator swings open. Great attention to detail in not making the Tetris objects static.

Guest commenter's picture
Guest commenter

Simply put.... Great!

Guest commenter's picture
Guest commenter

hahaha, i love the idea.....
simple and direct:)

Guest commenter's picture
Guest commenter

Should make this into an online digital game. Think it'll work much better than the print ads. But i must say it's quite cute and entertaining to watch. =)

dshott's picture
dshott
475 pencils

Thanks for pointing that out those details R3P, they make a pleasure to watch a pleasure to watch again and again. Very clever link between such a space/compactness related icon (tetris). I have played the end sound effect (when a piece of the logo does a little flip) over and over, it is so cute.

Crisp One's picture
Crisp One
2007 pencils

WOW...props to Amrit Jandu
this is very effing fresh

floydeepurple's picture
floydeepurple
349 pencils

superb!

stitchy's picture
stitchy
779 pencils

i saw the print ads 1st n it was awful but then i saw this 1 n this s brilliant...
how do people who made this ad made the rest!!!???

Guest commenter's picture
Guest commenter

kill the prints.. or they'll kill the campaign.
The spot is great, lately I've helped some friends move, and it's exactly that feeling when you are stacking furniture in the truck.
Great. And yeah.. you should make this into a digital game :)

Rastamathamba420's picture
Rastamathamba420
247 pencils

I love the video campaign, it seems so funny. Maybe ain't for festivals award winning but nice.

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Guest commenter's picture
Guest commenter

wtf! awesome. I haven't seen any TV ads like this lately! Is this real stop frame animation?

SeanMartin's picture
SeanMartin

I'm sure it is. Funny how those lo-tech techniques still work, huh.

sachio's picture
sachio
78 pencils

no, it's gotta be computer animated. You can see everythings just a bit too smooth.

Crisp One's picture
Crisp One
2007 pencils

NO...JUST SNAP SHOT AFTER SNAP SHOT.......if you can see the apples on the table move

Guest commenter's picture
Guest commenter

maybe it's both? super cool. for a kinda boring product. beats the shit out of big yellow tv ad. which looked like a filthy place. i'd never keep my stuff in that place.

Koussa's picture
Koussa

LOVED this ad...very smart..straightforward..well done :)

Rav's picture
Rav

Excellent work Amrit Jandu, brilliant idea.

Blue Koala's picture
Blue Koala
199 pencils

I like this TVC more than the press.
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Just an opinion.

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Just an opinion.

Guest commenter's picture
Guest commenter

Someone sent me this on youtube. The game boy was straight out of the attic and I wish it looked like this. steller.

fiddy's picture
fiddy

you mean this. pretty fking cool. http://www.youtube.com/watch?v=7jNnDms9msY

bonnie's picture
bonnie

maybe they should work on the angle. bird eye instead of perspective view..

Guest commenter's picture
Guest commenter

superb!

Guest commenter's picture
Guest commenter

awesome ad! awesome idea!

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