Are TV commercials a thing of the past?

Currently, the new TV commercial for Pocari Sweat is causing quite a stir. It features a dynamic sense of speed with a rippling, undulating floor.

Pocari Sweat 2021 New CM: "But I Saw You"

The director behind the piece was featured on a morning news program, where they shared their insights during an interview. One particular remark left a deep impression on me: "I want to keep using TV commercials as a space for experimentation." These are the words of a creator who has consistently delivered high-impact visuals through experimental approaches. However, a large-budget promotional campaign cannot afford to end in a failed experiment. In other words, while he uses the term "experiment," he clearly acts with a strategic vision for success.

When I entered the video industry over 20 years ago, the "four mass media" held absolute power, and advertising video was synonymous with TV commercials.

Directors at the time utilized abundant budgets to trial various experimental expressions—the era afforded them the luxury to do so.

Since then, as media and devices have diversified, budget ranges have expanded downwards, leading to an era where "quantity over quality" is often demanded.

It is in this context that the Pocari Sweat director's words resonate.

Even today, when we can target audiences through granular marketing and quantify every result, it is still "something" in the realm of sensation that moves people.

I believe that "something" is brought about by experimental attempts, flashes of inspiration, and the sheer passion and vision of the creators.

It is said that humans remember things that appeal to the intuitive right brain longer than those processed by the logical left brain.

One might quickly forget a tedious, explanatory lecture, yet almost everyone has one or two scenes from their childhood that remain vividly etched in their memory.

There is a film director named Christopher Nolan. He employs IMAX using 70mm film and prefers practical shooting, avoiding CGI as much as possible. In this digital age, his commitment to an analog approach provides an overwhelming visual experience that shakes the very soul.

Movie "TENET" Trailer

One could argue that this is only possible because of his vast budgets and the concentration of immense talent. However, when we are confronted with the full force of his vision, it leaves behind an indescribable lingering feeling.

Today, the term "video" covers a vast spectrum, from interactive content to VR and AR. It is not necessarily that sticking to analog is the "correct" answer; rather, it is about finding the optimal solution for each specific moment. We simply have more choices now.
No matter how much the times change or technology advances, visual works that move the human heart always possess "something" special.
As I continue to search for that elusive "something," I intend to keep dedicating myself to the craft of video production.