No one’s that impressed by your tilt-shift ad

Earlier we looked at a new German cell-phone TV ad that utilizes tilt-shift photography—the technique of making everything look miniature by blurring the top and bottom of the frame. As Adland points out, Clemenger BBDO in Melbourne, Australia, does the same thing in the new spot above, for National Australia Bank. "Your world just got smaller, because we've doubled your ATM locations," the copy explains. The use of tilt-shift in TV spots does seem pretty new, but the technique's been used frequently in print ads over the past few years. Here are a few notable examples:
  • Land Rover ads by RKCR/Y&R, London (2009)
  • Mazda ads from JWT Spain (2008)
  • Chevrolet ads by Leo Burnett, Singapore (2007)
  • Toys R Us ads by Grey in Germany (2006)
  Click here to see those print campaigns.

—Posted by Tim Nudd