Ok so the music sounds sweet, the lighting and visuals look awesome and it's a nice concept for an ad but is there anything going on except for a guy flicking a few beer pumps on and off? The cynic in me doubts that Beck's have turned a row of beer pumps into a sophisticated midi controller just to shoot a 2 minute viral, though it would make the trip to your local Weatherspoons a lot more bearable, but if they haven't done this then as I said before it's just a guy turning taps on and off in time to the beat which they hardly needed to get someone of the calibre of DJ Cheeba to do.
The whole thing is an example of non-advertising that's going on everywhere, the product itself is no longer advertised some kind of ethereal concept attached to it is, or sometimes nothing at all. The suggestion of the Beck's advert is that beer inspire's music and art, which I guess it can. So it's got 100% more going for it than this advert:
There's be nothing wrong with this advert if it were advertising bowling balls or a book on creative ways to smash things or maybe even an Autoglass advert. But it's not it's a car advert, that's right a video of cars getting easily smashed is meant to suggest to us that the Nissan Quashcow or whatever it's actually called, which miraculously emerges from this scene of carnage unscathed, is the car for us because it's 'Urbanproof'. I'd like to see a video of the Quashqai getting pelted with bowling balls and see how it comes off, my bet is that it won't do any better that the other cars in the video. Also in what urban situation are you likely to encounter an onslaught of brightly coloured bowling balls? Is this the new sport of the kids "Fuck happy slapping, lets go smash some cars with bowling balls, how much do they cost? £40 quid?!! Well fuck that then, it's a shit idea, do you know how much weed we could buy with £40?".
I'm not saying the videos themselves aren't good, I'm just saying that if advertisers want me to part with my hard(ish) earned money then they're going to have to start actually showing me the product working rather than a DJ not actually DJing or a car not getting smashed by animated bowling balls, that or just use a naked woman.
If you want to hear some DJ Cheeba, you can do it here:
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