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Yet another Spike Jonze beautiful commercial

  2. varude
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Always imaginative and original, take a look at this one in case you missed it.
Wish I'll submit a VCAM like this one one day? ;-)
varude

18 responses // Yet another Spike Jonze beautiful commercial

  • genius work. loved this.
    mikehedge
  • I agree genius work. I think I remember seeing this on tv a while ago...
    Crank_Design
  • What about the music?
    like it ...
    RAYMI
  • Amazing... and yet, still just a shoe commercial.

    Does this demean the art? Or is it simply what an artist must do to reach his audience this day in age? Is it "selling out" or is that argument antiquated?
    stephenthomson
  • hey, if you can feature art instead of a basketball star in a shoe commercial, i'm all for it.
    tingaling
  • commercial vs. art is still an unresolved problem for me.
    Yet, so far i've understood some things, like:
    - what you are selling with your commercial DOES make a difference (better a shoe than a polluting SUV).
    - the way you're trying to selling it also matters (do not show me a car running fast through a desert land or in an empty city, or tell me that if my car is not big i'm not cool).
    - a commercial is not and never will be art, but, as tingaling noted, you can still use art to sell something.
    varude
  • varude, I agree with all that you've said, except I question that last statement. A commercial will never be art?

    why? because art by nature does not sell stuff?
    Art sells a point of view, does it not? And art itself IS sold, sometimes for insane amounts of money.

    Maybe it makes sense then, that art and commercialism go hand in hand.
    stephenthomson
  • well what i said was more a principle to be remembered when you're actually working on a commercial.
    meaning that when you are working on a piece of art you are the only master, but if you are working on a commercial you should remember that there's a client paying you and that you're offering a service.
    many art directors get lost trying to satisfy their artistic needs in a professional environment ...
    this said, it can incidentally happen that a commercial can be a piece of art ;-)
    varude
  • I am beginning to think that the art cannot be separated from the commercial....

    Knowing the process by which this commercial was made would be very helpful.

    He was commissioned by Adidas, right? Who chose the music? Did the music inspire the dream world? Did the idea of a running shoe help shape the movement of the piece? How to make the distinction between monetary motivation and artistic motivation? I mean, with a little monetary encouragement we could all let loose our creative urges.

    in the end, it was a symbiotic relationship between Spike Jonze and Adidas. true what you say, varude, that when you're the artist you're the master, but when you're commissioned, you have to answer to the higer-ups. Still, I think Adidas did *themselves* a favor by allowing Spike full artistic direction.
    stephenthomson
  • Music is "Hello Tomorrow" by Squeak E. Clean featuring Karen O from the Yeah Yeah Yeahs, Spike's girlfriend.
    BlueDotProdux
  • I reckon that sometimes a commercial simply involves vaguely associating a product (say, adidas' nice new pumps) with a work of art (spike's dreamscape),

    The artist is given a large amount of freedom to play and isn't dictated to.

    The ad(wo)man then sits back hoping that all the positivity you feel for the art will filter through to the product .... (it worked for me - I want the shoes).

    .. but I think creating art through advertising is ordinarily very difficult, because of the restrictions involved.

    All this this is based upon an assumption is that freedom is necessary to create a work of art. But maybe that basic assumption is wrong???

    .. far too late to be thinking like this. I'm off to bed.
    lwhi
  • The only kind of commercials that get me to want to buy anything are those infomercials. Ads themselves hardly get to me. I'm not going to buy those shoes just because the ad was beautiful, but I can't deny that the ad was beautiful. If you think its art, then it is, even if it's purpose is to sell.
    Neghie
  • Pure poetic ballet. I need new shoes.
    Hey! It worked!
    huntre
  • Science = an attempt to objectively understand how the world and universe functions

    Art = an attempt to subjectively understand how the world and universe functions

    ???
    lwhi
  • Very interesting definitions, Iwhi.

    In the case of commercials, I believe that the subjective nature of art is restricted by the client's requirements, as mentioned by stephenthomson.

    But art IS commercial i.e. meant to focus public's attention - just like music and literature. Most times art is a compromise between creator and recipient.
    saverio
  • I think it's art. Even if it hadn't been an ad I would have enjoyed it. It's as if they just stuck a little 'sponsored by Adidas" tag on the end of a short film and called it a commercial. I just disconnect the product from the presentation.
    ILiveonaClock
  • It's a nice ad/art but not exactly news because I know I have seen this ad years ago.
    samply
  • Yep, it's in fact quite old, but always good.
    Also, an interesting discussion came out of it!
    varude

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