Posts for riosavila
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24 Mar, 2009 11:42 AM
riosavila
1
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Topic: Ad Forum /
DoubleTree - Branches
This is one of the loveliest commercials on TV right now. The merging of the sexy, contagious voice of Dinah Washington; the song, which seems to come out of an era where cool ruled; the ever-growing branches of a double tree (one branch becomes the shade for another, while a butterfly flies over), whose leaves are scenes from the hotel's rooms and facilities; everything converges in the ad's sweet command: be calm, cool, relaxed. The flux generated between the song's beginning challenge (re-e-he-lax, Max, orders Dinah) and those little words at the end (calm, cool, relaxed), right below the hotel's reassuring logo, two trees relaxing next to each other, is what a good commercial should be about: the creation of contagion between a mood and a brand.
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