Animation and mixed-media studio th1ng has created a series of six second spots for Toshiba aired on Eurosport, mainland Europe, this month.
The spots, directed by th1ng's Alon Ziv, were commissioned by Grey London to help Toshiba promote its brand during the Tour de France, the world's most famous cycling race.
Set in the context of the cycling race, the spots aim to capture and highlight the essence of the Toshiba brand to a sports orientated audience. The brief also required that the ads make the most of the sports theme to highlight the speed and efficiency associated with the brand.
Almost entirely depicted via a simple set of graphic patterns, the ads are decked out in red and white colors. Red is used for chevrons. These are caught up against a white background in a series of different fast-moving scenarios which create the sensation of speed.
One spot features chevrons lining up at the start of the race. The other sees them racing in a steady movement before the winning chevron gets singled out in the final spot, as it speeds up and disappears in a flash of light.
"Fast can always be faster," is the accompanying voiceover pointing to Toshiba's spirit of innovation and artistry. The entire trio of clips concludes with Toshiba's familiar brand tagline: "Toshiba. Leading Innovation."
The spots were entirely edited and composited in-house at th1ng's studio including planning, creative thinking and shooting. The producer was Lydia Russell.
Creative Agency: Grey LondonAgency Producer: Stephanie WellesleyWriter: Lee BrookArt Director: Nick Rowland
Media Agency: Rocket PHDMedia Planner: Will Jellicoe
Production Company: th1ngDirector: Alon ZivProducer: Lydia RussellPost Production: th1ng