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Very Bad
This is not the Bravia José Gonazalez / Bouncing Balls commercial redux, but it’s still a good manufactured wonder-moment. However their is a tragic difference between the two ads done by Fallon London for Sony. In the Bravia ad, they used beauty and whim to sell a better way to see those moments (televisions). In this new commercial, they are using foaming spilling through Miami to sell recording devices (video and digital cameras). Sony is trying to sell the idea that those moments must be documented, not just experienced.
I fall prey to that mentality often, missing experiences that will never happen again so that I can try to record them for posterity. Look around today and you’ll find observers and engagers alongside a smaller number of recorders and creators. But that balance is tipping. The recorders are an ever-growing body, and will soon outnumber the others. That instability will greatly diminish the value, and therefore the appeal, of engaging, observing and creating.
The commercial is pretty, and the idea of Miami temporarily turning to foam is charming. But the idea of a society compelled to invest in recording everything to confer value on beauty and whim is terrifying.
Tags: bravia, camera, commercial, documenting, fallon london, recording, sony
August 31st, 2010 at 12:43 am
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