I’m the new-ish Art Director at Kinetic and I have a confession. For the last 7 weeks I’ve been masquerading myself as proud Saskatoon resident. But I’ve been caught in my own web of lies and it’s time to come clean.
I’m…from Regina…I’m sorry. I only lied because I didn’t think you’d notice. Honestly.
My cover was blown on your obscurely titled roads. (Idylwyld? What does that even mean)? How was I supposed to know that Saskatoon drivers expect you to drive the speed limit and signal when changing lanes? Is failing to do that really a cause to pull a guy over? Apparently in Saskatoon, it is!
And what’s with everyone’s attitude around here? Just the other night I went to the store to buy more stamps (you know, incase I ran out)? To my surprise, there were people out! Smiling, walking in groups, not wearing sweatpants…Where do you people get off? Does this city not abide by an unspoken 8:30 curfew? Or is that just a Regina thing too?
What’s most unsettling is your variety in restaurants. I haven’t seen one Applebees since I arrived! What am I supposed to do? Eat at one of Sasaktoon’s many one of a kind pubs and/or eateries? Not likely!
There’s something to be said for driver protocol, good vibes and unique institutions. When you think about it, It does make sense. But it will be an adjustment. I’m hoping to stay here for as long as you’ll have me. If it means doing things your way, so be it…
Our very own Jed Sweigard got down with his bad self at the VWAG Christmas party last Saturday. Turns out, put a drink or seven in him and the white boy’s got some rhythm. Who could have guessed?
Also turns out that he’s more of a party animal than we realized. After tearing up the dance floor at the Riverside Country Club, he made appearances at a few other parties. And we have proof. Check it, y’all!
For those who know us Kinetics, you’ll know that we do what we do because of love. Love for design,
writing, advertising and this company. Shameless self-aggrandizing and braggery aren’t usually our
thing. But that just makes a little recognition, when it comes, that much more appreciated.
Kinetic was recently honoured by the Marcom Awards with three gold awards and another three
honourable mentions. Not too shabby, if we do say so ourselves.
I had some clever quip prepared about this being our new company vehicle, but I figured it wouldn’t be all that funny once our clients decided they didn’t need to bother paying us anymore. While I didn’t get to drive, touch or even smell this red hot stallion, it’s still a nice perk to be able to check out some of the incredible rides that roll through here and take a few snaps. Jealous?
Whether it’s the music, the sound effects or the cinematography, creating a truly immersive TV ad is all about the ambience. And, if you’re clever enough, it’s a fantastic way to mislead your audience.
With this piece, everything tells you to not trust what you’re watching… that the world they’re creating is a façade. How many times did you anticipate the reveal? And each time they didn’t deliver the expected diversion, you get plunged deeper into the creepiness. Despite all of your conviction, you can’t help but be a little nervous and creeped out right up until the end. The punch line, then, is a slap in the face. Like being plunged into icy water.
Have a look at/listen to the fanta spot below. The music is an original piece by Human Worldwide. Human specializes in original music specifically for advertising. Check out some of their other ads and watch them with and without your sound on. You can also try playing other music while you watch them to see the effect it has. It seems pretty simple, but finding the right music for a spot can make or break it.