IDD 400 - Analysis of Nokia 8800 Commercial

Over at Nexus Productions they have a nice selection of reels from their works on their website. After viewing several of them, the commercial for the Nokia 8800 left an impression to me in my mind. When I started to view it I felt as if I were watching a commercial for a high-end luxury car. The black background and the highlights of only certain surfaces of the object make it look sleek and luxurious. The shots are close up and the object is presented as a fine piece of machinery. The color palette is almost monochromatic in black and white, but with a neon blue. The movement has some slow pans and quick movements to transition to the next part of the phone. Part way through the commercial instead of making a highlight on the phone, the letter O in the Nokia logo gets highlighted and this is when we start to associate the logo as to what this object they're showing could be. At the end of the commercial the Nokia logo and the model number come onto the screen and then just the Nokia logo and slogan come on to screen after the previous one slides out. The music is slow and suspenseful in the way it gets the viewer to wonder what this sleek and beautiful object is. It sounds like a keyboard with a slow techno drum beat and modern and futuristic sound effects.

I like this commercial because the first time I saw another one on television that was the same style and just a different model phone, I thought it was a commercial for something completely different such as a luxury sports car. This commercial completely changes the way that we are looking at cellular phones.