Glazer goes 3D

Jonathan Glazer's latest ad is for Sony 3D TV. It is interesting to see the different tactics being used to flog us 3D. While Samsung show it as a magical portal into a secret world, Sony's tactic seems to be to say, "you have to get it or all your images will be blurry".

Interestingly google searches for 3D are no higher than in 2004, despite high profile releases of Avatar, UP and Alice in Wonderland all using the format. The entertainment industry has poured billions into making 3D the next big thing, but people's interest in it arguably hasn't increased. It will be telling to see whether funding really can make it a success, despite it not improving the experience of watching a film (controversial I know, but I agree with Kermode).

Though if I need 3D to watch more of Glazer's work then I'd have to bite the bullet.

The magical world of Samsung

Though I still stubbornly refuse to leap onto the 3D bandwagon, despite coming under attack, there is some great new work for the Samsung 3D TV. The obvious problem with trying to advertise a 3D TV is that all the images you see of it will be 2D, and probably shown on an inferior quality screen. The simple solution was to show the TV as a portal into another world. First there was this interesting viral on the "old masters" of painting, exploiting the idea that 3D brings a new dimension to existing stuff. Their most recent work though is the video above, which is an ambitious attempt to bring this new dimension into the city. It effectively shows off the picture quality, and creates something genuinely magical while doing so. There is a making of video too which is worth a watch.