Friday, July 15th, 2011
So when Levi’s (with W+K Amsterdam) hired Vhils to create murals on Berlin walls for its Go Forth campaign, it shouldn’t have been a surprise that he would also blow them up. And that Levi’s would make a video of it.
This morning, ad journalists who have seen the video are wondering, So what?
Exploding murals is apparently a signature medium for Vhils, who have a whole abstract theoretical line as to why it’s like archaeology. We’re not sure about all that, and the whole slow-motion thing ends up feeling being a bit melodramatic, and the boom a bit anemic.
Every last tactic used to appear cool and hip and all connected and shit has been used. And used. And used. Over and over. And over again. And again. But, apparently, a good explosion is always worth a minute or two of your time. Or at least that what Wieden + Kennedy Amsterdamn thinks.
So, have slow-motion explosions had their time in the sun? What about really, really slow slow-motion explosions?