Tuesday 30 March 2010
Wooly thinking, fluffy feelings
Maybe its the scary recession or perhaps it is a growing boredom with CGI, but the trend for lo-fi, homemade stuff is more pervasive than ever. The most recent example we have seen is this lovely ad for gas heating. I'm not too sure whether "soft heat" makes any sense, but with an execution this lovely it is hard to care.(via @Schwartie14)
The same 'wooly thinking' criticism can be leveled at BBH's work for Google Chrome. It was home made, well crafted and lovely, but strategically it was essentially just showcasing the product's benefits. The genius was in doing so in as non-technological a way as possible.
In fact the ads were so lovely, you can't help wishing the world was really like that, though maybe it is going to far to start transforming it yourself.
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2 comments:
Tom, thanks for the comment about our work. Strategically, the idea was to celebrate the product's many advantages in a way that was completely counter to the usual technology norms. In particular, this was important in the browser category, perhaps the lowest of all low-interest categories within tech.
Watch out for new developments in this campaign.
Hi Ben
Google seems to have deleted my last comment. So much for not being evil.
Thanks for replying. Personally I love the work. As you say it works because it is untechnological, so is visually interesting but also manages to humanise one of the most incomprehensible technologies. It is warm engineering like Honda or Google search. I just find it interesting that it so executional, and works because of it.
I'll look forward to round 2.
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