Motorola continued
This Motorola advertisement uses the evolution of film to promote the idea that films can now be watched on mobile phones. The advert is roughly 1minute 30seconds long and it goes through 100 years of film evolution. From rotating images to realistic 3D animations this advert shows the important steps through film history.The character in this animation starts life as a bunny, hoping around like any normal bunny. However it soon becomes a rabbit with human characteristics. The viewer sees the rabbit actually evolve throughout the animation, in sync with the evolving of film history.
The animation is basically a sequence of parts from famous films. When I first watched the animation I could only name a few of the films but I have updated the list since then:
Reference to films
singing in the rain 1952
Dracula 1971
Cabaret 1972
Pink panther 1975
The great escape 1963
The graduate 1967
James bond - goldeneye 1995
Saturday night fever 1977
Tron 1982
Gladiator 2000
At first I also thought that the films where evolving in sync with everything else. I.e. the films where shown in chronological order from old to the new which I think would have made a lot more sense. I don’t know quite why they didn’t do that, but I suppose they kind of did upon till the great escape. Maybe the animators just couldn’t find an easy enough links when placed in chronological order.
This sequence uses the structures of these films to convey different eras. For example it is obvious that the poor quality drawings of 'Singing in the rain' are from a long time ago, and how towards the end of the sequence the structure of 'The Gladiator' is used to convey a later era of film technology.
The sequence ends with the rabbit looking at the phone, as if he has been watching the evolution through his phone. So from 100 years ago when there wasn’t even moving images it is now possible to watch films on your mobile phone. It’s so easy even a rabbit can do it.
posted by Martin Crosbie @ 10/18/2006
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