Japan cell-phone ad stars a giant xylophone

Headshot of Tim Nudd

This is just amazing—a three-minute Japanese cell-phone ad featuring a giant wooden xylophone (or really, a marimba) hand-built in the woods of Kyushu, Japan, that plays Bach's Cantana 147 ("Jesu, Joy of Man's Desiring") when a ball is rolled down it. Japanese ad agency Drill Inc. created the ad for NTT Docomo's Touch Wood SH-08C handset, which is encased in wood. Drill creative director Morihiro Harano conceived of the instrument—Kenjiro Matsuo of Invisible Designs Lab built it. Harano tells The New York Times that the sounds in the spot are all real—there was no artificial music, although they did adjust some levels to "bring out the sound of river and nature." The spot is incredibly moving, its simple beauty a stark counterpoint to the devastation that Japan has suffered from last month's earthquake and tsunami. Via Engadget.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 4, 2011 https://dev.adweek.com/creativity/japan-cell-phone-ad-stars-giant-xylophone-126865/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT