I was captivated by the new commercial released by NTT DOCOMO, a Japanese cell phone company, to promote the release of their new Touch Wood SH-08C phone. Now don’t get me wrong I am not a fan of the phone itself. At risk of sounding dramatic, the phone looks like the over-sized kidney of a chicken injected with steroids and then covered in recycled wood. However, the commercial in itself is mesmerizing.
The idea to set up a Rube Goldberg Machine in the forest that functions as a xylophone, is awe inspiring. By constructing what is essentially a giant xylophone spanning a hill in the middle of the woods, the commercial leaves viewers with idea that xylophone is in perfect harmony with nature. Think peaceful mountain stream running through the woods, only instead it’s a giant xylophone. The melodic sound from the xylophone is almost as captivating as a gurgling brook shown. Only after roughly two minutes of serenity does the phone appear at the bottom hill.
Whether this commercial was an intentional response to the recent study that cell phones are in someway responsible for disappearance of bees or not it is excellent. The commercial captivates audience’s attention and subtly suggests reconnecting with the natural world through a digital device. Semi-ironic but a great commercial nonetheless.