Your daily dose of advertising awesomeness from around the world!
- Agency: B-Reel (this was previously miss-attributed to Google Creative Labs)
- Location: New York
- Client: Google Chrome
- Name: “Building the web together”
- Category: Film
Why I like it: The most obvious thing about this film is how it brilliantly encapsulates something as broad as “the evolution of the web.” But there’s more here than meets the eye: Notice that, uncharacteristically for Google, this film doesn’t use emotions at all, it doesn’t even feature humans…in fact, the whole thing is quite technical. So how do they manage to keep it so interesting and dynamic? It has to do with the ears, not the eyes. Listen to it again with headphones, or at loud volume: the sound design is brilliant! The key strokes and computer beeps provide a percussive backbone that drives the story forward, while a brilliant musical score builds and slowly takes over the narrative, ending in full motion picture-like grandeur. This is a long way from the “picking out a song once you’re done with the script” approach to TVC making – wouldn’t be surprised if the entire idea began with something is simple as “the sound of a keyboard”. Great stuff.