Artful intelligence
The Christmas campaign season is finally getting underway. Once again, Edeka and Jung von Matt provide a festive highlight.
"Christmas 2117" is the name of the almost four-minute commercial produced by Sterntag Film, which the German retailer Edeka launched on Monday. Incidentally, 2117 is the year in which Pharell Willams' song "100 Years" is to be released (Werbewoche.ch reported). However, the inhabitants of the post-apocalyptic world in the commercial give the impression that they have other things to worry about than taking an interest in it. A gloomy scene in which the human race has been driven to the remote fringes of society by artificial intelligence. Magnificently animated.
Comforting: the much-vaunted artificial intelligence will one day be so intelligent that it will even develop genuine emotions and human warmth. There is hope for the future: perhaps the robots that previously took our jobs are actually quite nice.
Jung von Matt and Edeka are focusing here - as they did in 2015 with "Coming home" - a powerful exclamation mark in the Christmas campaign jungle. A long-awaited one. After all, this year's season has so far mainly been solidly average. The Migros gnome and the Heathrow Bears were still able to provide a certain feeling of warmth in the heart region as an upward outlier.
One question remains unanswered: Is there suddenly an unwritten law that Christmas campaigns must be animated? CGI robots, CGI animals, CGI snowmen and CGI velvet lice are all well and good. But where are the commercials that touch us with sober, human storytelling in 2017? (hae)
