A blog developing a corpus of short films, originally in conjunction with Professor Jeffrey Middents' course Literature 346/646, "Short Films," at American University during Summer 2006, Fall 2008 and Fall 2011.
Saturday, October 25, 2008
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...