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Posts Tagged ‘Edward Grann’

W+K Amsterdam’s ‘Messimorphosis’ for ‘FIFA 14′ is Kind of Creepy

Last Thursday saw soccer star Lionel Messi become the world’s “first life-size, living avatar” dubbed Lifesize Messi, to promote EA Sports’ FIFA 14 for PS4 and Xbox One. W+K Amsterdam have just rolled out the follow-up TV campaign, “Messimorphosis.”

W+K chose to show a gamer morphing into Lifesize Messi as a metaphor for “how the game now feels more alive” than ever. The execution comes across something like an Aphex Twin music video. In other words, quite unsettling.

The spot opens with our gamer sitting on his couch, loading up his Xbox One. As he presses a button, he looks at his hand to see it changing before his eyes. Soon, his entire body is morphing into the Messi avatar, and it’s pretty damned creepy. There’s a shot of the kid’s unnerving smile, and a really freaky one of his face melting into Messi’s. This is pretty strange stuff. The close-up of his feet turning into cleats is just plain gross. We don’t see any gameplay (which looks pretty good, but not mind-blowing) until the final few seconds of the spot, with most of the 58 second ad devoted to the Lionel Messi metamorphosis. Clearly, W+K is banking on Messi’s star power and the lifesize avatar schtick — and presumably not factoring in that the morphing stunt will weird some people out. One thing you can say about “Messimorphosis” is that it’s certainly memorable.

If you’re easily disturbed or grossed out, avoid this one at all costs. If, on the other hand, you’re a big fan of FIFA, Lionel Messi, or are under the influence of hallucinogenic drugs, then this one’s for you. Credits after the jump. Read more

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Toyota Development is Rather Bombastic, Fueled by Nazareth

There are industry secrets us laymen will always have questions about.  For filmmakers, how do you make it look like one actor is playing twins?  For McDonald’s employees, what exactly is in your special sauce?  And for laundresses, where the heck are all my socks?

I have to admit, how Toyota thermal tests their cars during development isn’t high on my list of curiosities.  Though I suppose it’s always good to know.   Aussie agency Publicis Mojo’s latest spot for Toyota shows a procession of cars on a track, in a giant warehouse, being alternately frozen and heat-blasted by machines resembling an X-treme carwash set-up.

“During development, we’ll thermal test a car to see how every part of it reacts when pushed to its limits,” says the Aussie voiceover.  ”It may seem excessive, but that’s how we test for quality.  That’s what makes it a Toyota.”

I often think of the Prius as the emblem of my generation: my parents were the first to baby-proof their houses, and my friends and I are the first to buy hybrid cars.  But, I wonder if the company is still fighting to recover from last year’s bad press amidst rumors of slipping standards and poor quality production. I get it, when we think Toyota, they want us to think quality, hence the technician in the Eskimo suit and vehicle-rotisserie. But, do they also want us to to think heavy metal because they are playing Nazareth in the background? Toyotas are sensible. They’re just not that rock and roll. Credits after the jump.

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