Dreams and Charts

The best thing about the iPhone will be that mobile manufacturers and networks will simply have to try harder, not just with their product but also with their advertising.

Sprint Nextel have just stepped up to the plate with a nice new ad from Goodby, Silverstein + Partners. “Dreams” uses the Pikapika technique that combines long exposure and stop frame animation to create a wobbly world of spaceships, skipping ropes and musical instruments. The track is ‘Souvenirs’, by Melbourne-based Indie band Architecture in Helsinki.

Whilst “Dreams” is aimed at consumers, there’s a sister ad “Charts” aimed at business but it’s not nearly as interesting – I think because it’s trying to look the same but it’s actually all done in post-production. You can tell because you don’t see the army of helpers in the background furiously drawing all the shapes with torches. It’s obvious that Sprint have segmented the campaign, but it’s a shame that Godby felt the need to segment the production values too.

David Rainbird
Posted on Tuesday, 3rd of July 2007 Permalink Comment (1)