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    “Hose”

    By SHOOT StaffUpdated:No Comments1544 Views

    By Robert Goldrich

    --

    Sometimes summer isn’t all it’s cracked up to be–particularly for kids with time on their hands, as underscored in this :30.

    We see a young boy lying on the floor, with his head nestled against a wall. He takes the hose from a turned-on vacuum cleaner and places it on his side and abdomen. We see the hose suction leave a temporary imprint on his ribcage area. He then lifts the hose and places it further down along his side, leaving another circular impression.

    The boy repeats this action several times, the final destination we see being his belly button area. Alas, this lad seemingly has nothing better to do.

    At that point, a super appears which simply reads: “Stop the boredom.” That’s followed by the YMCA Camps logo and contact info.

    “Hose” is one of three similarly themed spots in a campaign directed by Yael Staav of production house Reginald Pike, Toronto, for agency Happy Farmer, Toronto.   The other spots are titled “Light” and “Fan.” In the latter, a girl puts her face close to the front of a shielded, moving electric fan. She speaks into the fan, making noises. The oscillating fan distorts her voice. She “talks” into the fan over and over again. And in “Light,” a kid lays on a couch, holding a switch, which she clicks time after time, turning a table lamp behind her on and off repeatedly. Positioned as the cure for youth boredom in both cases is YMCA Camp fun.

    James Davis and Josefina Nadurata executive produced for Reginald Pike, with Cindy Marshall serving as producer. The DP was Adam Marsden.

    The Happy Farmer creative duo consisted of creative director/writer Patrick Scissons and creative director/art director Chuck Marino.

    Editor was Matt Dell of Flashcut, Toronto. Colorist was Walt Biljan of Technicolor, Toronto. Audio post mixers/sound designers were Rocco Gagliese and Kris Donaldson of Eggplant, Toronto.

    Stephano Moncada portrayed the boy in “Hose.”

    Category:The Best Work You May Never See



    Apple and Google Face UK Investigation Into Mobile Browser Dominance

    Saturday, November 23, 2024

    Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.

    The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.

    "This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."

    The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."

    And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.

    Both companies said they will "engage constructively" with the CMA.

    Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.

    Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."

    It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More

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