In case you haven’t seen them yet – there’s an early Christmas battle going on between M&S and John Lewis for who can produce the best festive advert. I say ‘battle’ but it’s been won hands down by John Lewis for this wonderful, charming story. In case you haven’t seen the M&S one, have a look, if you dare, here. It’s basically, everything that was quite clever and well executed in the collective ‘Perfect Day’ remake for Children in Need, but made bloody horrible by using the X Factor contestants. Honestly, it’s just unpleasantly “"sixth-form-project”.

One key element here, in tapping into the Christmas market, is getting the tone, sentiment, and festive spirit *just right*. What underpins all of this is the soundtrack – get that wrong, and you’re on the back foot from the off.

John Lewis have used a wonderful, understated and elegant remake of the Smiths’ classic ‘Please Please Please Let Me Get What I Want’, evoking an emotional feeling in those watching it, and – if initial reaction if to be considered – making is a success and something people are sharing across social media.

The M&S advert however, has a clumsy, hard on the ears and downright unlistenable cocktail of different vocals, vocal styles, and most importantly vocal abilities. Say what you like about Frankie being apparently quite rock ‘n’ roll and meaning well, but let’s be honest, that guy CANNOT sing. He just doesn’t suit ‘When You Wish Upon A Star’.

The soundtrack is the key to associating emotion and sentiment in the brain – if you have that fixed in, the advert is memorable for the right reasons and something people want to share and comment on. Watch the ‘Where The Wild Things Are’ trailer if you don’t believe me – it’s a wonderful example.

John Lewis hit the nail on the head, but M&S has sadly missed this entirely.

*UPDATE* we told you it was all about the music – someone’s done a minor mash-up using the theme from the Shining instead. changes it somewhat….

@wonky_donky

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Another week, another round of DERTy Talk. Sorry it’s late.  It’s been that kind of week.

So what has been happening in the Digital Entertainment, Rights and Technology space this week? Well…

Digital Entertainment

clip_image002Pixar sneak peaks

We’d actually made a note to include this last week, but for some unfathomable reason we forgot about it. We might be Derty, but we are fallible. Anyway, as it’s Pixar we thought it warranted a second attempt. Last week Pixar released a sneak peak of the new Cars 2 (incidentally Cars 1 is my least favourite of the Pixar canon, but I think that’s because as a Brit the whole talking Nascar thing doesn’t float my boat, or drive my car to extend the metaphor. Toys, bugs, superheroes, balloons and robots are more my thing. Make of that what you will). I digress. So the ‘sneak’ peak was actually a faux car salesman video, that was reported on Mashable. Eagle eyes spotted a hidden frame and by pausing the video at the correct time you discovered a hidden link, which then took you through to the Gamsesmaster-esque video of Lasseter (no, not that Lasseters. The Pixar founder). He introduced the exclusive scene, which incidentally looks ace. Better than that, when I first watched it, it only had 500 odd views. Within a couple of hours it had jumped to the thousands. A week later it’s at 57,000. And that’s just the hidden video. The official trailer,released this week, already has 400k+ views. We applaud Pixar for going the extra mile in terms of treating fans (the code for the secret link was a geeky reference). Their video teaser strategy has something for everyone, which is the way forward when home entertainment audiences are fragmented, we reckon.

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Not something you would automatically expect from Becks, but they are launching a digitally led pub crawl campaign, with a twist, in order to celebrate its Arts Label campaign. The idea is that people will check in at pubs along the way and get a chance to win an exclusive limited edition print of the art work in the campaign, or free beer (which one would you choose?). Each of the eight pubs involved will represent one of the current Becks Art Labels. To go along side this Becks is calling for students from UK art colleges to submit designs for a new Beck’s Art Label via its Beck’s Vier Facebook page. So any one who is a student, get drawing. The six best designs will be displayed on a murial in East London.

clip_image006A quick one for any shoe lovers reading this, Dune has joined the Facebook retail bandwagon, so yet another excuse to buy shoes…. J HMV have joined them, we wonder who will be next.

Rights

clip_image008A frustrating week for the BBC 4 producers of Room at the Top; due to complicated rights issues over the film of the book – the production was pulled from schedules at the last minute. Hopefully the lawyers can come to an agreement as it looked like the dramatisation was going to be jolly good. Read more over at the Guardian.


Technologies

clip_image010Do you ever think ‘what will TV advertisers try next?’ Well Sky has come up with another method, launching video ads on mobile. Sky will use FreeWheel’s Monetisation Rights Management to bring the service to advertisers. The news comes as Sky has already upped its mobile offering with an exclusive iPad app for its Sky News channel. Do you think you would take more notice of a video ad on your mobile?

Tweets from the team

@LukeMackay – Impressive partner sites but it is wee bit too long and clunky. Magnum Pleasurehunt http://bit.ly/eUIm6h via @getdancey

@LukeMackay – Pixar does sex, science and previously war (well sort of). Looks awesome http://bit.ly/B92dv

@LukeMackay – How did I not realise last week that the new Death Cab video premiered on MTV. LIVE. Super cool. http://bit.ly/eJuJ47

@AJGriffiths – Devastated to hear the news that Joe McElderry has been dropped by Cowell. He had such promise… http://bit.ly/gmtr8w

@AJGriffiths – Love this from Converse – http://bit.ly/i8jthV – Paloma Faith, Graham Coxon & Bill Ryder-Jones collaborate to create ‘Desire’

@AJGriffiths – This is amazing RT @charlottemc: Oh Kinect and 3D printing… I like: http://bit.ly/fYE4Gw

@Gleney – Does this mean Kodak’s video cameras won the battle?http://on.mash.to/fkbHtl

Lets talk DERTy

Another week, another round of DERTy Talk. If you have clicked through from Google expecting a lewd and suggestive game of Chatroulette you may be disappointed. Apologies for that. We wouldn’t want you to think you’d wasted your time (it’s all traffic to us) so here is a song especially for you.

So what has been happening in the Digital Entertainment, Rights and Technology space this week? Well…

Digital Entertainment

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The Dicdataship takes hold

OK. So not technically entertainment, but a couple of useful, and beautifully stylised, data pieces. First, from the Guardian, an interactive “Europe in Numbers” to co-incide with #CMS. Secondly, from Google the first of their Think series. This one is dedicated to data – so enjoy the feast. We talk a lot about every company is a media company. Google here proves, once again, that some media companies are better than others.


clip_image004Disney like you’ve never seen it before

A couple of wonderful Disney videos this week. A day in the life of Disneyland Paris, filmed with a Tilt-shift camera, is possibly one of my favourite things ever. As I said at the time “like a Slinkachu playground of awesomeness. The second film, is almost certainly Disney as you’ve never seen it before. A satirical take on the life of a modern day Princess.

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An Epic music video:

Russ Chimes a DJ/Artist created a 3 part track called “Midnight Club” accompanied by a trilogy of music videos each telling a different part of the story. They are shot beautifully and each stands alone as a great piece of video. They are unlike most other music videos and at the same time unlike most other story telling videos online. Take a break and watch this amazing story and marvel at the production.

http://www.vimeo.com/15224524

clip_image008From an epic music video to a not so epic one:
Rebecca Black has been vilified in the press for being cheesy and having a terrible music video. Fair enough, but it was made on a £1,200 budget and she has made upwards of £15,000 so far and sold 37,000 digital copies of the song and had over 45 million YT views. In comparison the epic 3 part video above which is infinitely better, has had a paltry 2 hundred thousand views.

http://bit.ly/hAiTgH

clip_image010And a final piece of beautifulness…

It’s all gone a bit ‘entertainment’ this week, but we had to share this video made on behalf of airline network, Star Alliance. The lovely paper animations were commissioned to highlight the work they’re doing to preserve the destinations they’re flying to (by giving free tickets to scientists and field workers). The video shows 5 very impressive commissions. Lovely stuff.

Rights

IS Pleasing to see

Interesting report from Rob Andrews, following a panel at Changing Media Summit regarding ISPs bundling existing and white-labelled music services.

Technologies

WINtendo

This week the Nintendo 3DS beat all previous records to become Amazon UK’s most pre-ordered console to date. The number of pre-ordered consoles is double that of the Wii in 2006. Going on sale tomorrow (25th) the glasses-less 3D games console has had mixed reviews, with questions over whether 3D really adds anything to the experience but this clearly hasn’t put people off. The question is, once the novelty of 3D gaming has worn off, will the momentum continue.

Tweets from the team

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@AJGriffiths: Interesting on fashion brands & ‘gamification’, awful word but a hot topic – http://nyti.ms/fvkFvg via @rachel_arthur http://bit.ly/g45BZ7

@AJGriffiths: Adidas joins the 3D Projection band wagon, nice but no Ralph Lauren http://bit.ly/eAjxuo

@LukeMackay: Stylised movie posters http://bit.ly/fQoBG5 LOVE Wall-E http://bit.ly/hqWkqa Jaws http://bit.ly/fNB5HV Back 2t Futurehttp://bit.ly/gYvi93

@LukeMackay: Coca-cola and Maroon 5 and an interactive wall. I don’t really get this but I’m intrigued at least http://bzfd.it/fUA4y3

@GLeney: Amaze RT @wonky_donky: retro heaven…. RT @Matt_Muir remember Game & Watch? play every single one, ever, online: http://bit.ly/glgT2A

@GLeney: Immense #tron RT @Sally52N2W: Daft Punk/Tron music R3C0NF1GUR3D http://goo.gl/ZKyJH

We are back again to make sure you are up to date with all things DERTy (Digital, Entertainment, Rights and Technology) from the week just gone.

We hope you find some of the weird and wonderful things from this week’s news and Twittersphere of interest. If you have any comments on any of the points below we would love to hear them.

Until next week…

Digital Entertainment

The reality of seeing things in 3D

We’ve got some serious bits in DERTy Talk this week, for which we apologise. But there is more to a Digital and Entertaining life than Angry Birds and Angry Bird Art. There is. We promise. And so the first story is from the IHT regarding the *surprise* that Mars Needs Moms has flopped at the box office. “Tens of millions” in losses are expected of this film that cost $175 million to make. 3D fatigue is setting in. Or is it? Brookes Barnes cites various reasons for the failure. Firstly, saturation – the movie comes off the back of a busy 3D animation season – Rango, Gnomeo and Hop). Secondly – cost. The 3D price tag means going to the cinema isn’t a cheap activity for families; faced with so many movie options some movies are bound to be left behind. Finally – the performance of Moms could be the death knell for ‘Zemeckis’ style animation. Basically unlike the clever bods at Pixar, the Zemeckis approach includes filming live actors then putting them through the computer. It’s the same style used on Polar Express and it’s not to my tastes. It’s kinda creepy. These three reasons aside, the glaringly obvious thing here is perhaps Mars Needs Moms just isn’t a very appealing tale. This should be a wake-up call to an industry that seems to think that celeb + animation + 3D is a guaranteed success formula. It isn’t. Just look at the bastardisation of Yogi Bear. Quality of the story has got to come first.

Hold me closer Tinie Tempah

clip_image002[6]Apologies for the lame headline, we’ve been listen to Elton a lot recently. What we actually wanted to talk about was Tinie Tempah the Facebook GAME. It’s basically the same game concept as Canabalt (which is awesome, btw) and Mirror’s Edge on iOS (even more awesome – though DISCLAMINER we do work for EA mobile). The futuristic-mash-up background is nicely sketched (reminds us of the lovely doodles by Andrea Joseph for Cross Pens) and the game is simple and easy. Crucially each level is soundtracked by one of Tempah’s album tracks. It’s not big. It’s not clever. But it’s a little bit of fun and is driving some good numbers to Tempah’s Facebook wall.

Product placement

clip_image002[18]With the relaxing of product placement laws, Chanel 4 and New Look have announced their first deal. New Look clothes will feature in catwalks on the channel’s T4 show and they will also have sponsorship branding. This tie-up makes a lot of sense, as the teenage market is increasingly hard to target it is nice that another string has been added to the marketers bow. This is likely to be the first of many announcements in this space so we will keep you updated…

Inside Out
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Or Analogue meets Digital. It feels a bit crass to categorise this as simply ‘entertainment’ but it’s a beautiful project that is so very well put together. Spare four minutes and watch the video to get a better view of exactly what this project is and where it came from, but in essence it’s a photography project of a huge scale that looks to get people from around the world working together. People are challenged to use black and white photographic portraits to share untold stories. The images are digitally uploaded, turned into posters and then sent back to the creators to be placed wherever they like. When you watch the video you’ll see exactly how brilliantly this has come to life. It’s all being documented and archived so that it’s viewable virtually. All in all a lovely project with a nod to the beauty of a physical photo.

Rights

You’re e-book is overdue
This week HarperCollins announced that it’s to put a life span on its e-book content. Currently due to hit those readers in Canada, the publisher is limiting each e-book to 26 ‘check outs’. Effectively this gives an e-book a usage time of 12 months before it self-destructs. The new restriction to the DRM set up makes clear business sense, on paper, but it’s arguably a pretty heavy handed approach which is hard to justify when you consider how many years a physical copy of a book might last. An interesting landmark in modern rights management, but not a vote winner for HarperCollins.
http://www.cbc.ca/news/technology/story/2011/03/08/f-vp-misener-ebooks.html

Walk Towards the Light

An interesting feature in NMA today, and the first of many we expect, looking at UltraViolet. Exciting times ahead for consumers – when digital and physical content can be passed from screen to screen and between members of the house hold. (DISCLAIMER: our Edelman colleagues in the US have worked with DECE, the consortium behind UltraViolet).

Technologies

Google Wedding

Google is taking city mapping to the next level by rendering a 3D route plan of the Royal Wedding procession in London. Whilst it isn’t quite up to the same levels as The Getaway London it is an interesting example of how much mapping has come along in recent years. Some people will be very excited about this, indeed the Telegraph ran an article on it as did the Independent. http://bit.ly/emPrWa

Creative Play

Think – Work – Play.com is a space for London creatives, opinion formers and thinkers to share with others tips of the trade. You can get an insight into the latest creative concepts running in the city. Including the latest project in the East End http://think-work-play.com/boxpark-shoreditch/

 

 

Tweets from the team

@LukeMackay Skype screen-grab art. Very funny (via @trendhunter and @GerryWisniewski) http://bit.ly/hijy31

@LukeMackay A brief history of movie title design. Lovely. http://bzfd.it/eJS3hH

@LukeMackay Really beautifully done RT @motherlondon: Well, this is nice:http://youtu.be/DIArJjU8HjE

@LukeMackay The internet is dead. v. v. interesting read from #SXSWhttp://bit.ly/fqb8Wo

@AJGriffiths: News Corp jumps on the ‘social gaming’ band wagon. Sound a bit clueless. http://bit.ly/g0NSnN

@AJGriffiths: Silicon Alley insiders – really interesting profile in the FT http://on.ft.com/gWxLf6