Advertising by sharing
From Zune Arts
This is one of over a dozen new snippet ads for the Microsoft Zune, featuring the incomperable M. Ward and put together by the art collective SSSR. As an ad, it does what all good salesmen do; it slyly implies features of the product by comparing it to something amazing, in this particular case by an “infinity” cookie that never depletes no matter how many times it’s shared (done to highlight the sharing feature of the Zune). It’s cute, warms the heart, and only mentions the actual product in the last 4 seconds. Much like the Sony Bravia ads, the ad is less about the product and more about the production value of the short.
It also naturally begs the question; is this art, or is it an advertisement? Can something be both? Does art require itself to be in and of itself, or can it promote something else, especially if that something else is decidedly less artistic (being a mass-marketed product and all)?
I think that when it comes to things like this, I can actually overlook the ad at the tail end of the piece and enjoy it based on its novelty as a cute, singular short film. I suggest clicking on the link above and checking out the other ads; all of them are animated in wonderful and unique ways, and you’re only reminded of the fact that it’s a big ploy by a billion dollar mega-company during the conclusions. It also helps that the artists (both visual and musical) are highlighted with biographies, interviews, and links to their own work, which means you won’t be scratching your head wondering who was singing when the two snakes are eating ice cream.
