Wait, This Isn't A Sony Commercial?

Well, at least it isn't a stupid sunglass toss. This new Cutwater-created work for Ray Ban borrows significantly from Sony Paint but, aside from that, we do like the colorific, Matrix-like style slomotasticness of it. Don't blink though or you'll miss the Never Hide tagline at the end.

But, really. Who cares about that anymore? After all, we can't make ads that looks like ads anymore, right? Only cool stuff that tries really hard not to be advertising and that pretends to be something else while at the same time making every effort to make sure everyone actually does realize it's advertising while hiding the fact it...oh we could go on forever explaining this tactic.

Just watch and enjoy.

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Tags: rayban, sony
Views: 413

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Comment by Christina Clements on June 12, 2009 at 6:31pm: TV advertising is changing as we speak, impacted by social media and the influence of the Internet - but as with any ad, if the product being advertised is unclear then the advertising is purely an indulgence in artistic experimentation. This viral video is just that, an artistic indulgence without a clear message or brand connection. Copying another advertisers' approach never works for me but it happens so often as you can see with Coca-Cola's LA LIVE spot which although wonderfully creative, reminds me of a similar approach taken in Canada by Bell Canada last year! http://mktgcliks.blogspot.com/2009/06/coca-cola-la-live-spot.html

Comment by Roy Dains on June 12, 2009 at 5:07pm: Colorful, hi-tech, clean... and just plain dead. Made me glad I bought my Ray-Bans before this ad, because its just plain uncool and I'd feel like a dork at the Ray-Ban counter after this needless mess.

Once again, its something that an ad suit would dream up because he remembered seeing effects like this in the Matrix... which are now over 10 years old and beaten into the ground like an old squirrel carcass on the highway.