As commercial goes, this quite long ad from LG electronic is very different from our common electronic ad.
For one thing, it has the duration of 1 minute 14 seconds, which is quite long for an ad. Second, it is actually more like a mini classic horror movie than a tv commercial (at least in the beginning).
The core concept of the ad is to high light the danger of fine dust particles in what we usually feel as a safe environment, in this case our own home. Instead of using real human as actors/actress, the designers chose to use all kinds of toys to bring the story to life. There are Barbie-like dolls, soldier toys, teddy bear, and other kind of toys. Curiously, the different type of toys did not cause disharmony in the visual. On contrary, it has an interesting effect as if we’re watching a surreal world where anything comes to life.
The dramatic effect built on the tension between stationery and moving objects: the characters are motionless, they just sit (or stand) there just as toys would, but around them there are menacingly moving objects in the form of shark’s fin and flying dusts. And then the story moves on by animating the camera view. What adds more to the suspense is the fact that although the toys are not moving, their expression changed. Surprise, ignorance or fear, clearly projected with the help of CG technology.
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| Images from www.psyop.tv/ |
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