REAL TIME ADS.
An interesting experiment here from Playstation Store. To promote the website and concept of ‘Great Films Fill Rooms‘, Studio Output and Marshmallow Laser Factory have created 3 virals. The trick is that all of these spots are created in real time. The contrast of human interaction (with the strange mimes directing props in varied directions) and the admittedly impressive digital visuals is at times pretty jarring. You could make an argument that a concept like this removes the ‘magic’ of creating ads like this, (see Brylcreem ad from a few years back), but, the visuals themselves, and the general spirit of the executions helps it win out.
Here’s the other two. Transformers and Pirates Of The Caribbean.