Do You Believe?

This new commercial for the X-Box action game Halo3 is simply beautiful. There’s been a tendency lately, toward these calming, thoughtful and emotional commercial campaigns, aimed at our feelings rather than our more practical sides. But this one is special.
It’s the use of handmade models, the music of Chopin and only a single payoff used in contrast to the actionpacked, preteen aimed computer game, that really makes it powerful. It’s unexpected.

Halo 3
Halo 3
Halo 3
Halo 3
Images from the making of the “Believe” commercial.

Finally it has only one simple message to the recipient: “Believe” (and a release date). I love when things are kept simple and uncluttered. They purposely have decided to leave out pricing, where to buy, what versions there is, and a lot of other practical information – To me this proves that a product can be sold alone by a good and capturing story.

I tried to find some background info on the making of the commercial – especially why they chose to use hand modelled characters – and found this. Made as non-fiction but soon turning out to be a mixture of both fiction and non-fiction: I believe the characters are truly handmade, but the story that wraps it, is purely fictional. Clever.

“It was the artists vision for this tribute to humanity, that each piece be shaped by the hand of man … Each handmade soldier is posed, painted and placed on the battlefield. Both the victorious and the fallen.”

- Quote from the making of video. Patriotism, anyone?

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Nøgleord: af Daniel Gjøde

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