Do You Know Art When You See It? Bouncy Balls: The Sony Bravia Commercial

About a month ago Des had some people over to play guitar. As is the case with most of these evenings everyone sits around chatting and getting caught-up before we play a lick. And we usually have a few drinks.

The TV was on in the back ground and something like Media Television was doing a special on recent commercials that were worth watching. When the segment featuring the Sony Bravia commercial with the superballs bunching down a couple of San Francisco Streets everyone in the room stopped talking. The commercial features José González’s song Heartbeats, a moving acoustic guitar gem, and 250000 brightly colored superballs. The show played the extended version of the commercial which is about 2:02 long and only referenced the product during the last 10 seconds.

Like I said, we were speechless. It is a beautiful way to spend 2 minutes of your life and a couple of things stood out about the experience.

Watching it, everyone knew there was something different or important about it. Visually, we had never seen anything like it before in my life. The balls looked like they were swarming and had a collective consciousness that directed their movement. The shadows that the balls threw to the ground added to the overwhelling visual stimulation. This was a brand new visual experience and I think everyone gained a huge insite into some of the untaped power that our eyes hold.

Listening to it I realized that Heartbeats was one of the songs that I had on my mp3 player during my trip to the east coast last summer and I had listen to it a lot. But I had never heard it in the context of passive stimulation before, always when I was riding my bike. When it was paired with what was happening on the screen, I appreciated the lyrics for their beauty and for the feelings they are attempting to capture.

It was such a collectively moving experience that I concluded that it must have been art. I’m not sure if you’ll agree, but I’m pretty certain that you’ll enjoy the commercial.

For more information about the commercial and how it was made, visit the Bouncy Balls: The BRAVIA Commercial site.

NOTE: the video does take a while to load depending upon your internet speed.

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