(Dir: Jonathan Glazer.)
They spent all their budget on a big name director to shoot a 90s video that looks like it could’ve been done by any student with a smartphone, without telling you why you should buy a Canon over a Nikon.
It’ll win awards at Cannes, I’m sure.
This is so borizzzzzzzzzzzzzzzzz…
lol. just, lol.
Well… well it’s not an ad is it?
It’s crap isn’t it?
I’m slightly terrified that this is ‘the new big thing’ we have been waiting for.
Personally, I feel like I am waiting for Dave Attenborough’s hushed tones to chime in when, all of a sudden, a logo turns up. But perhaps, just perhaps, this is quite profound stuff. A new voice even. No packshot. No product info. No brand mantra. No actual idea to get in the way of the very pretty pictures.
However, realistically and rather cynically, I think JG just told the agency ‘how it is going to be’ and they all jumped really high because they will do anything, absolutely anything, to get closer to winning awards. And JG tends to lay golden eggs aplenty.
I liked the bit where the cat ran towards camera, but I thought the other 88 seconds were a little lacking in excitement.
I guess it’s trying to laud the low light shooting capabilities of a camera.
In fact I just watched the film on their site and it has a timeline along the bottom which links to other clips about techniques featured in the film.
Which is great if you want to go and take photos of deer in the street at night, but the only person I can think of who’ll want to do that is the guy that they feature in the tutorials, and he already does that.
So effectively they have made a film with a target audience of one, and he already has more Canon gear than your average Jessop’s.
Not the most efficient use of budget in my eyes. But perhaps I’m just living in the past.
could they not use real deer?
It gives no sense that what we see is being filmed by a team of expert digital knob fiddlers yet it infers that the viewer could sneak out at night and easily produce similar results by purchasing a product. My feeling is stay the fuck away from the deer and fox and the digital cat, all you animal stalking pervert potential camera purchasers.
It’s a nice 90 seconds documentary about deers at night. As a consumer it’s good to know that the National Geographic Channel will be getting some serious competition from Canon.
Lyme disease? Eerie Christmas? Night vision camera?
Not sure that I was clear Ben. What I mean is, whilst it is certain that it is filmed very well it is creepy. Night Stalkers …
If they follow it up with one where lots of father christmas’s are wandering around council estates at night looking for their reindeer, then it’s genius.
It’s not an ad. It’s “content”, innit? There are loads of homebody Attenboroughs and part-time videographers who will impressed by this and fancy a Canon; particularly when they “share” the techniques used with them. Loads.
naval gazing wank.
and that’s me trying to see the positives.
But what do yoooooooou think, Ben?
I liked the fox. Look at his little face.
I think it’s pretty poor: forgettable, unengaging, dull.
deer oh deer
They must have killed J Glazer, buried him and then dug him up and got him to direct this.
On a more general point, any TV ad that could be a print ad shouldn’t be a TV ad.
If we’re trying to find the positives I’d say it’s better than the last one.
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