Advertising as Art

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Great article in the NewYorker on Jonathan Goldsmith, best known as the actor who portrays the lead character in Dos Equis campaign “The Most Interesting Man In The World.” Apparently his own real life experiences aren’t too far from being worthy of their own versions of the hilariously scripted adventures that the character in the ads plays.

Taken from the article:

A montage of highlights from the real life of Jonathan Goldsmith might include (had there been cameras present) footage of him rescuing a stranded climber on Mt. Whitney, saving a drowning girl in Malibu, sailing the high seas with his friend Fernando Lamas (the inspiration for his Interesting persona and, according to Goldsmith, “the greatest swordsman who ever lived in Hollywood”), and starting a successful network marketing business (“I was a hustler, a very good hustler”), which, for a while, anyway, enabled him to flee Hollywood for an estate in the Sierras. Among the outtakes might be glimpses of his stint as a waterless-car-wash entrepreneur. “I love the old philosophers,” he said. “I have a large library. I am not a die-hard sports fan. I love to cut wood.”

Here’s to you Mr. Goldsmith, you truly are the most interesting man in the world in my book!

Image courtesy of The New Yorker (taken without permission).

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This is one of the coolest outdoor exhibits i’ve seen in a long time…I only wish it wasn’t all the way in London so I could see it up close in person.

This is the HP ePrint & Tron: Legacy Experience live projection mapping on the roof of the QEH on London’s Southbank. It was created with 6x18k projectors onto a massive projection canvas that was somewhere in the ballpark of 50m wide by 20m tall. An 8k D&B sound rig provided the killer audio taken from snippets of the movie soundtrack (Written and Recorded by none other than Daft Punk).

Here’s an overhead shot to get a better gauge of the massive scale of this audio/video exhibit:
The roof of the QEH with the Tron projection mapping

Creative shop Guided Collective along with Flat-e/Seeper (who did the animation & projection mapping) and Si Begg (responsible for the sound design & re-hashed elements from the Tron:Legacy OST).

More pics can be viewed here: http://bit.ly/icJ3mm
A much shorter trailer for the project can be seen here: http://vimeo.com/17283195

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While on the topic of cell-phone providers, I stumbled across a recent post on adliterate with the above T-Mobile spot making use of improv/flashmob/crowd-participation. Unlike a lot of the flashmob promotions i’ve seen in the past, this one is presented in a way that doesn’t hinder your desire to continue watching the piece past the :30 mark. In fact, everyone i’ve sent this too has mentioned that they watched the whole video (which clocks in around 3:06) and a few even commented on the various reactions the group receives from other travelers.

As was pointed out by adliterate user Ado, this is by no means a new concept. With a simple google search you can quickly find a dozen or so similar improv pieces that resemble the commercial, for example this piece from 2008 by Improv Everywhere.

Regardless, this is definitely a solid performance piece presented in a way that doesn’t feel like an advertisement. It’s because of this that they’re able to make an emotional connection with both the crowd in addition to folks watching online. As of Wed. morning this clip has been viewed over 1.28 million times in the last 5 days. If you didn’t read the title of the video you’d be hard-pressed to guess that this was a promotion for T-Mobile….which ultimately adds to this promotions success in “going viral.”**

**Although I hate that term, this is the best example of a recent campaign legitimately going ‘viral’ in the way that it’s been presented/quickly spread online-Unlike 99% of the content out there described using the very same term.

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