Published/Aired: 
September 2010

Description

Director: Fernando Vallejo
Art Director: Fernando Vallejo
Producer: Mark Elliott
Cinematography: Joaquin Baca-Asay
Production Designer: Stephen Rudy
Edit House: The White House
Editor: Ethan Mitchell
Post Effects Company: Brickyard VFX / ArtJail
Brickyard EP: Michael McCarthy
Brickyard Producer: Ellen Schmitt
Brickyard Lead Flame: Gina Downing
ArtJail Producer: Leslie McCartney
ArtJail Lead Flame: Steve Mottershead
Music: Aphex Twin
Audio Post Co: Sound Lounge
Mixer: Jodi Mitchell
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Guest's picture

Beautifully shot, but, having just watched it three times back to back, I still have no idea what it is trying to tell me...this should have been amazing, but given that it fails on the fundamental need of any marketing communication (to communicate!), it is just a case of style over substance.

Guest
Reality Check's picture

The commercial doesn’t fully attain the emotional resonance it seems to be striving for, but it's still an accomplished and interesting piece of work.

Reality Check
Activity Score 2549
Guest's picture

The poem it's beautiful and it has enormous meaning for the ad.

Very creative idea and very well directed. I truly liked.

Guest
deep_tracy's picture

Why this doesn't quite work, IMHO:

1. The poem--too ambiguous (the norm, as poems go, but not fit for a TV spot), and it's connection to the message of the spot is likewise unclear.

2. The fake backgrounds.

3. The delivery of the lines.

4. The editing.

deep_tracy
Activity Score 588
Copywriter
Guest's picture

Deep_Tracy, I don't agree with you. This is an ad for Amnesty International, not for Armani Exchange.

Fake bacground = fake world

Delivery of the lines = normal people sending a message.

Editing= that's the poem!

Sorry, I don't remember the author but the poem it's pretty well known.

Guest
deep_tracy's picture

I don't agree with you. Everything you said is pretentious crap. IMHO.

deep_tracy
Activity Score 588
Copywriter
Guest's picture

I'm left saying...

So what?

Leave me cold...

Sorry Amnesty, you've done better...

Guest
Guest's picture

Simple, creative and beautiful done. We got the message.

Guest
Guest's picture

i loved it! There is no such thing as over substance. It was a great msg, it makes u want to search further what the ad is for.

Guest
Guest's picture

Very well directed and excellent photography. There is not need to show drama in order to get a message. This ad it was more interesting and strong.

Guest
Guest's picture

its a poem by Allen Ginsberg :D

Guest
Guest's picture

Makes you want to speak up no matter where you are or what situation you're in--it did its job.

Guest
Guest's picture

This is the poem

A Prophecy
by Allen Ginsberg

Oh Future bards
chant from skull to heart to ass
as long as language lasts
Vocalize all chords
zap all consciousness
I sing out of mind jail
in New York State
without electricity
rain on the mountain
thought fills cities
I'll leave my body
in a thin motel
myself escapes
through unborn ears
Not my language
but a voice
chanting in patterns
survives on earth
not history's bones
but vocal tones
Dear breaths and eyes
shine in the skies
where rockets rise
to take me home.

Guest
Guest's picture

What a beautiful ad! I loved it!

Guest
Guest's picture

Very classy ad. Creative, strong, well directed and DP job amazing.

Guest
Guest's picture

nice...

Guest
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