Commercial Critique 5: MTV- Balloons

This entry created by Brazilian agency Loducca MPM in Sao Paulo, Brazil for MTV takes a fresh new approach to a classic visual medium: The flip book. The simple spot shows a hand created machine that runs a needle on a track. While running, the needle pops thousands of white balloons, each with a hand drawn picture on them. As the balloons pop, one by one, animation of rock stars and people are shown each doing different things, such as playing the guitar, smoking something, or even birthing children. The scene is accompanied by a fast paced vocal piano duet of a classic melody. Towards the end, the cameras take a different view and actually show the machine in action popping all the ballons to validate the creation as real. Finally at the end, the slogan "The music never stops" appears and the spot ends.

This modern adaption of the flip book is a thing of beauty. The simple idea showcases the creativity of Loducca and draws the viewers in for an immersing experience. It turned in to a viral hit, and it's obvious why. Creativity was obviously exuded for this completely live action spot. The camera mounted on top of the machine behind the needle is a brilliant position to view. The drawings on all the balloons are cartoon-like and innocent which really served as a great way to complement the music.

Very creative adaption. It received a standing ovation when it aired (as well as a Gold Lion in Film...)