November 16, 2006

Sony Bravia Ad Trades Brains for Beauty

What do you get when you combine 70,000 litres of paint, more pyrotechnics than were used in the first 15 minutes of Saving Private Ryan, and a corporate advertising agency? The answer is one of the most beautiful and most wasteful commercials ever filmed:
The 70-second spot features a building being doused in brilliantly colored paint. According to the commercial's makers, the paint used was non-toxic ("safe enough to drink") and was cleaned up over the span of five days.

I am torn by projects like this: on the one hand, the commercial is incredible to look at and demonstrates a level of ingenuity and originality that is uncommon these days. On the other hand, the sheer amount of resources used to produce a 70-second commercial for a TV screen is so wasteful it's embarrassing. 70 plastic containers were shipped to Scotland for the shoot and four massive cranes were used, all of which require serious amounts of crude oil.

I hate to pee on anyone's parade—even one as fun to watch as this—but it seems to me that this is exactly the kind of extravagance that leads to dwindling natural resources. Or maybe I'm just a curmudgeon.

Watch the commercial and enjoy.

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