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.
