Saturn Seasonal Campaign 2013 – The World Needs Better Technology
The Saturn electronics store chain offers its customers latest technology at a reasonable price. To dramatise what innovative technology is good for, this advertising film shows a chain reaction with huge consequences initiated by an old broken TV. A group of people is trying to watch a soccer game in a bar, but the TV image is suffering from severe interference. In an attempt to fix the image, the bar owner is hitting the TV set – to no effect. Finally the customers lose patience; a brawl breaks out followed by an ever more dramatic series of events. Right from the start, the film features an elegiac song that stands in stark contrast to the images. Towards the ending, when the song reaches its climax, the TV set starts working again and the proud bar owner is shocked to realise what has happened in his bar. The film closes with the tagline “The world needs better technology”.
The sound for this ad film is marked by beautiful, specially composed music. The challenge of making the song work as part of the noisy and chaotic street setting was enormous, yet the solution works perfectly. In addition, the sounds feature remarkably elaborate details and transitions, for instance when the screaming of a woman blends into the sound of a police siren. All in all, an outstanding achievement.