Hidden In Plain Sight
Far from being an attention test, this new advertisement from ŠKODA provides a clever confession about marketing and how desire distracts us from reality, realities like the adverse effect of consumerism on our planet.
Click on the Image to view the short advert which uses an apparently benign combination of:
◾soporific voice-over: to direct us toward the key ‘features’ of the item being promoted
◾perceived normality: where the only ‘apparent’ changes to the scene are irrelevancies like cars and people passing by
◾poor broadcast quality: slightly annoying “breaks” in the continuity of broadcast quality
The result is revealed only at the very end as the viewer realises how much of their ‘environment’ is perception and reality, how much detail has passed them by, how much they’ve been distracted, how subtle the changes have been over time and how much has been hidden in plain sight.