Friday, August 24, 2012

arnold layne

This is a curious spot for Toyota out of Japan.

Watch this then consider this notion of the experiencing self, meaning the here-and-now, moment-to-moment feeling self, and the remembering self , the part of us that reflects on what we have experienced and decides how we feel about what happened.

I'm also reminded of the note that I heard (it was Rory Sutherland, I think) on the efficacy of advertising. There is apparently no correlation between efficacy and the duration.

Whether it's a :15, :30 or :60 is not important as long as the duration can carry the narrative, offer an 'interest' spike and, most importantly - this refers to the remembering self bit just mentioned - an ending.

In old money this might be described as bait-and-switch but it's certainly a 'surprise' and will have other assorted emotions in the mix depending on your worldview.

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