A couple of weeks ago I was sitting at the dinner table with my parents. The TV was on during dinner and a commercial came on that grabbed my attention. The tune playing had a hot, sort of techy sound to it that made it very memorable. It was so memorable I could still hear it in my head days later after only seeing it once. Remembering the product advertised, however, was a bit more challanging. I later Googled what I could remember of the song to try and find the artist. To my surprise I found the “artist” was a design firm based out of NY and LA called Human Music and Design Initiative. Though their site is lacking in some basic usability features and general information, I managed to take a look at some of there other work. I found out that Human was also the creator of a Nascar ad I had previously thought was very well done. You can view both of these ads by following the directions below:

Blackberry Curve ad: http://www.youtube.com/watch?v=xq7pDn0_rSg
Nascar Ad:
1. Click Here: http://www.humanworldwide.com/flash2007/?reelid=6
2. Bottom Right Corner of Page — Click Page 2
3. It’s the first video in the top row.

If you know anything about Nascar, you can see the spot is very clever and the music very inspiring. It fits the sport well and draws people into it. It makes them say “Hey wow, that’s cool, maybe I should try Nascar,” or for the existing Nascar fan, reinforces their love of racing.

The Blackberry ad, however, was a little bit different. In the Nascar commercial the viewer remembers exactly what was being advertised, but in the Blackberry ad, not so much. The Blackberry ad is very creative and the tune is catchy, but it might be bordline Vampire Creativity. Then again, when you think about how many people have Googled the lyrics to the song trying to find out who sang it, they run into all kinds of Blackberry ads and information. So maybe we just have a really smart creative team creating a wave of enthusiasm about a song, which then translates into the newest techno-deeley-bob on the market. Regardless, these are, in my opinion, some of the most creative and well done ads on TV right now. Here’s to the Human creative group! Great work! 

Gracey (Jessea)