What's missing from this lovely DuPont ad? | Adweek What's missing from this lovely DuPont ad? | Adweek
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What's missing from this lovely DuPont ad?

The superb miniatures (with a dash of CGI mixed in) are the main draw of this DuPont "Miracles of Science" spot by Ogilvy. I'm not sure exactly what miracles DuPont's talking about, as the ad, directed by Gaelle Denis, is visually stunning but a little short on substance. DuPont does good things, probably via science—that's the take-away. The finely crafted cityscapes are almost magical at times, notably in the scene where that little car glides down the highway and the town lights up all around it. And yet, an essential element is missing, and I think we all know what it is. Little towns this meticulously detailed and lovingly brought to life just cry out to be stomped into fiery ruins by rampaging prehistoric reptiles, as tiny humans scatter on the streets and scream out of sync with the soundtrack! Where's Godzilla, Rodan and Mothra? Any classic Japanese movie monster would do. Come to think of, so would John McCain, as an early attack ad pointed out. Best of all, McCain should be available if DuPont decides to make a sequel.

—Posted by David Gianatasio

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