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LO STORYTELLING DI FILMGOOD: DISSOLVE FOOTAGE This is a Generic Brand Video
Nel video di oggi del servizio di FILMGOOD sullo storytelling nell’audiovisual content, uno spot pubblicitario fatto di luoghi comuni pubblicitari.
Nel video di oggi del servizio di FILMGOOD sullo storytelling nell’audiovisual content, uno spot pubblicitario fatto di luoghi comuni pubblicitari.
DISSOLVE FOOTAGE This is a Generic Brand Video
Regia di Dissolve Footage
Lo Stock footage provider Dissolve fa auto-promozione con un filmato che non solo è autoironico ma si prende gioco della sua clientela, le agenzie pubblicitarie. Il filmato di tre minuti è ricucito interamente di materiale di repertorio dal database della stock library, e mostra i luoghi comuni della pubblicità istituzionale.
Il testo che ha ispirato la campagna è un poema in verso libero, la poesia senza regolare rima o ritmo, scritto dalla blogger newyorkese Kendra Eash per l’editore di San Francisco e sito online McSweeney’s,
criticando i brand per un uso retorico ed eccessivo dei concetti di progresso scientifico, awareness ecologico e uguaglianza tra etnie.
La voce delicatamente rauca e con marcato accento dei southern states USA di Dallas McClain (un sosia audio dell’attore Sam Elliott, se non lui stesso clandestinamente) ammorbidisce e attenua la critica tagliente del testo originale.
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Guarda il video
VOICE OVER
We think first of vague words that are synonyms for progress, and pair them with footage of a high-speed train.
Science is doing lots of stuff that may or may not have anything to do with us. See how this guy in a lab coat holds up a beaker? That means we do research. Here’s a picture of DNA.
There are a shitload of people in the world, especially in India. See how we’re part of the global economy?
Look at those farmers in China.
But we also do business in the USA. Or want you to think we do.
Check out this wind energy thing in Indiana. And this blue collar guy with dirt on his face.
Also, we care about the environment, loosely. Here’s some powerful, rushing water. And people planting trees. Our policies could be related to these panoramic views of Costa Rica.
In today’s high speed environment, stop-motion footage of a city at night with cars turning quickly makes you think about doing things efficiently. And time passing.
Lest you think we’re a faceless entity, look at all these attractive people.
Here’s some of them talking and laughing.
And close-ups of hands passing canned goods to each other, in a setting that evokes community service.
Equality, innovation, honesty and advancement are all words we choose from a list.
Our profits are awe-inspiring. Like this guy who’s looking up and pointing at a skyscraper or a kite, while smiling and explaining something to his child.
Using a specific ratio of Asian people to black people to women to white men, we want to make sure we represent your needs and interests.
Or at least a version of your skin color in our ads.
Did we put a baby in here?
What about an ethnic old man whose wrinkled smile represents the happiness and wisdom of the poor?
Yep.
SUPER
DISSOLVE
Made entirely with stock footage from Dissolve.
Richard Ronan(1).jpg)
FILMGOOD
adlab@filmgood.sm
DISSOLVE FOOTAGE This is a Generic Brand Video
Regia di Dissolve Footage
Lo Stock footage provider Dissolve fa auto-promozione con un filmato che non solo è autoironico ma si prende gioco della sua clientela, le agenzie pubblicitarie. Il filmato di tre minuti è ricucito interamente di materiale di repertorio dal database della stock library, e mostra i luoghi comuni della pubblicità istituzionale.
Il testo che ha ispirato la campagna è un poema in verso libero, la poesia senza regolare rima o ritmo, scritto dalla blogger newyorkese Kendra Eash per l’editore di San Francisco e sito online McSweeney’s,
criticando i brand per un uso retorico ed eccessivo dei concetti di progresso scientifico, awareness ecologico e uguaglianza tra etnie.
La voce delicatamente rauca e con marcato accento dei southern states USA di Dallas McClain (un sosia audio dell’attore Sam Elliott, se non lui stesso clandestinamente) ammorbidisce e attenua la critica tagliente del testo originale.
Guarda il video
VOICE OVER
We think first of vague words that are synonyms for progress, and pair them with footage of a high-speed train.
Science is doing lots of stuff that may or may not have anything to do with us. See how this guy in a lab coat holds up a beaker? That means we do research. Here’s a picture of DNA.
There are a shitload of people in the world, especially in India. See how we’re part of the global economy?
Look at those farmers in China.
But we also do business in the USA. Or want you to think we do.
Check out this wind energy thing in Indiana. And this blue collar guy with dirt on his face.
Also, we care about the environment, loosely. Here’s some powerful, rushing water. And people planting trees. Our policies could be related to these panoramic views of Costa Rica.
In today’s high speed environment, stop-motion footage of a city at night with cars turning quickly makes you think about doing things efficiently. And time passing.
Lest you think we’re a faceless entity, look at all these attractive people.
Here’s some of them talking and laughing.
And close-ups of hands passing canned goods to each other, in a setting that evokes community service.
Equality, innovation, honesty and advancement are all words we choose from a list.
Our profits are awe-inspiring. Like this guy who’s looking up and pointing at a skyscraper or a kite, while smiling and explaining something to his child.
Using a specific ratio of Asian people to black people to women to white men, we want to make sure we represent your needs and interests.
Or at least a version of your skin color in our ads.
Did we put a baby in here?
What about an ethnic old man whose wrinkled smile represents the happiness and wisdom of the poor?
Yep.
SUPER
DISSOLVE
Made entirely with stock footage from Dissolve.
Richard Ronan
FILMGOOD
adlab@filmgood.sm