Emotion in Advertising – Enjoy the experience

Japanese sensibilities reflected in this amazing video shot for a new cell phone.   Sometimes it is about the pure joy of the result.   Sometimes the investment is about the tactile instead of the function.   Sometimes the experience leads to the emotion of the brand.  Check this amazing musical instrument out, and be amazed.   In the end it sells a cellphone.

Touch Wood in a Japanese Forest with Bach


 First experience the emotion of the journey in this adventure in sound.   Watch this video showcasing Bach’s “Jesu, Joy of Man’s Desiring”.
Click Here to see video:



Go to the woods of Kyushu, Japan. Engineer a massive xylophone (or is it a marimba?) to run down the slope of a forested hill. Take a wooden ball, place it at the top of said instrument, and push it. What do you get? Bach’s treatment of a traditional church hymn! Namely, “Jesu, Joy of Man’s Desiring.”

And, all this for a Japanese commercial for a kidney-shaped smartphone with the tagline, “Touch Wood.” I may be late to the party on this one, but when I think of all the time it took to set this up, the precision and measurements used to adjust it and actually make each piece, and how many takes the film crew shot, it continues to inspire even if it’s a year old.

And, here you can see how it was made:


Click Here to see video:

construction of music

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1 Comments to “Emotion in Advertising – Enjoy the experience”

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