April 13, 2010

Commercial Worthy: Getting to Know Noah. Everyday.



Here's a wonderfully intense video. A young man named Noah took a picture of himself every day for six years, beginning in 2000. In each shot he stares, unsmiling, into the camera. The fact that he doesn't change his facial expression in 2,356 photos allows the viewer to focus on the more subtle changes going on in the face. While his face changes in minor ways - and his hair changes daily - he doesn't seem to age. His eyes stare steadily into the camera and it is that element which is most effective. You can almost see him changing internally, in places cameras don't generally caputre, growing wiser and perhaps more thoughtful as the series goes on.

The lovely, original piano music underscores that effect, growing ever more dramatic.

The most obvious company to use this video in an ad is Kodak - but it would have to be an ad with depth and insight, not a campy "take photos to remember your family trip" kind of thing.

On the other hand, Noah's hairline does recede a bit throughout the series, which put me in mind of a Rogaine ad. Still, the company would have to use a different series of photos. This one, which ends with the viewer likely feeling as though he knows Noah intimately, is too powerful for something cheesy like Rogaine.

Commercial worthy? You decide.
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Got thoughts on Commercial Worthy clips? Email me (Jennifer Nastu) at jnastu@fasttrike.com.

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