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Shot using 200 cameras, and costing £3 million, this new commercial from Toshiba employs a new filming technique dubbed “timesculpture“, an evolution of the “bullet time” method made famous by The Matrix.
Like any good ident, I like a commercial to be elaborate, ambitious, and just a little bit pointless. Toshiba ticks all the boxes with this new ad, and while clearly a play to get the kind of buzz generated by the brilliant Sony Bravia commercials, this spot is a notable effort, and reminded me that Toshiba actually made televisions.
And although I’ve suddenly find myself in the market for a TV, I’m not sure it will be a Toshiba yet. That said, I started drinking Schweppes after this amazing commercial, so maybe I’m more susceptible to advertising then I thought.