Saturday, October 25, 2008

Hands


Duration 1:01
Uncredited 

This commercial starts out with a hand doing what many people do when they anxiously await something - tapping fingers. The hand gestures grows exponentially from there - and why shouldn't it? When you are waiting for such an amazing beer like Guinness, this short film shows the tricks a pair of smart hands would do.

I like the way this commercial is put together. The premise, stated above, is interesting in itself. Even when the viewer doesn't know what the advertisement is for, they continue to watch to find the point. From what I can tell, the hands are placed in the same spot throughout each "trick sequence," each finger extended for its trick and the film is sped up to make the transitions seamless.  This stop frame animation is a smart type of commercial filming because it aspires for the Guinness ending.  

The music is fitting as well - it is exciting. It's as though the music is waiting just as much as the hand is for their "treat" at the end.  With no words needed, the music and visual queues such as the letters on the fingertips, indicate the direction and overall message.  The "typed" message from those fingertips says, "Good things come to those who wait."  As the final product indicates, this notion is all too true...

11 comments:

Michael said...

I agree about the excitement of this film. However, I am a bit concerned about the glass of Guinness falling at the end of this film.
As promoters are extremely cautious about advertisements its seems "bad" commercials don't exist. Think about the last time you saw an awefully constructed commercial. Perhaps, you are like me - never persuaded by a commercial. Just seems the effects of commercialization on consumer thinking is non-persuasive to responsible consumers. Maybe commercials are geared towards entertainment and the influence of irresponsible buyers.

Jeremy said...

In response to Michael, I think commercial advertisers are already aware that most people don't explicitly buy something based on a commercial telling them to buy. Modern commercials are nothing more than advertisements of the BRAND.

Once you have a positive opinion of the brand, they have you. Then they really CAN push you around and get you to buy stuff because you have put your trust in the brand.

Levon said...

I think the relationship between the hand dance and the beer at the end is an important one and not just to sell the product. As a film, the viewer is anticipating an explanation for why the hands are "dancing" and I think the beer is that explanation.

Gabriel said...

well said, Levon, but I'm going to have to go with Michael on this one. The advertizing firms should know their influence.

Anonymous said...

They do know their influence, thats why the commerical was made in the first place.

Kim S said...

I like how it grabs your attention, and it almost seems effortless.

rory said...

I know, right? Well said, Kim S. It's like I am trapped as I watch the hands, watch the hands dance.

Beth said...

If I do that dance, will I get a Guinness?

Anonymous said...

"yes"

Anonymous said...

OK but for real, back to reality. As a short film, I think it does a great job in attracting attention, maintaining interest, and developing a moment. Even if it isn't clear from the beginning, I think that is a crucial element to commercials - it needs to spark enough interest to where the viewer wants to know the point.

Sarah V said...

I get what you mean. I play a game sometimes where I guess what the commerical is marketing before it reveals itself - and that is usually based on commercials i have seen in the past.