Ad Watch - Oct07

HOT

Nokia

I think one of the more intelligent spots anyone of us might have seen for a while must be that spot from Nokia - the one with the narrative going on about ‘something in my pocket'.

Beautifully written in a time when a pre-occupation with beautiful pictures seem to be the norm, it's shot with a clever, tighter crop to aid the story telling and manages to engage without overpowering. What's more, if I'm not mistaken, I think I've seen it in varying durations of 15 seconds up to a minute - each just as effective.

Of course, it's not news that Nokia has repeatedly done nice work in the category but this piece out of Lowe New York is something any agency would be proud to put on their reel I reckon.

Score 4.5/5

NOT

Sony

Okay, so it's always harder to criticise rather than compliment. But if I absolutely had to pick a spot, it would have to be one of Sony's latest efforts. In a nutshell, I'm not quite getting it.

Girl steps out of building with psychedelic circles around her head. Someone nudges her, psychedelic circles change colour. She steps into a friend's car, plugs in her Sony apparatus, circles change colour yet again. Am guessing it must have something to do with how music can change your mood.

Apart from the way it was produced (was it shot on video?), it' a far cry from the company's other commercials of late; like the robots-turning-human and the ears vs eyes spots which were done with scale and highly entertaining.

Truth is, I haven't a clue which agency created the spot. Then again, as I mentioned before, am keener to find out what the intended message was supposed to be.

Score 1/5

Chris Chiu

Executive Creative Director

Leo Burnett Singapore