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Ad of the Day

Mohawk "Frozen Moment"

Brand: Mohawk
Agency: Cramer-Krasselt
Review Date: October 05, 2009

Frozen moments have been used to capture everything from the swing of khakis and Michael Jordan’s gravity-defying moves to the topsy-turvy toss of an earthquake and the stunning picture quality of a TV. Now we’re treated to a slow-mo close-up of messy spills. A new Mohawk carpets spot from Cramer-Krasselt uses the eye-catching effect to showcase the brand’s stain-fighting abilities. The spot begins with dad slipping on a skateboard in the kitchen, an accident that sets off a chain reaction of food and beverages flying everywhere. The spot moves through the living room, where the majestic mess includes flying chips and waterfalls of guacamole and salsa. Mom steps in to clean up, as the voiceover fills viewers in on the details of her Mohawk-provided worry-free situation. While this visual trick has been used many times since the late 90s when it first wowed TV viewers and there certainly have been more exciting executions (most dramatically in Philips’ Grand Prix-winning “Carousel”) there is still something compelling about stepping into a motionless scene of all that commotion, even if it is for a product as mundane as carpeting.—Eleftheria Parpis

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Overall rating:

(2.27

) Poor

11 Comments

1. JMA comments:

December 13, 2009

Ikea did this. And much better.
2. Claudio M. comments:

November 04, 2009

Bad combination of 3D elements with FLAT 2D people. As a 3D artist I can tell that most of the characters on the scene don't have depth/volume. I can not see perspective on Dad, skateboard and girl with ice cream sundae, neither on the little boy behind the mini squirt girl. Flat is not enough. I didn't buy it. Poorly executed. CK should do better then that.
3. So bad comments:

October 26, 2009

What the hell happened to CK? Work is so bad.
4. Mark comments:

October 15, 2009

Better muted.
5. Really? comments:

October 15, 2009

All execution and weak idea.
6. Nigel S comments:

October 09, 2009

Nice, clean simple and effective use of the frozen moment, conveys the message too.
7. sunray comments:

October 09, 2009

at least it has a story context to the effect... carousel was all just vignettes
8. sunray comments:

October 09, 2009

at least it has a story context to the effect... carousel was all just vignettes
9. john phillips comments:

October 09, 2009

well done fx! nice contemporary look too-
10. observing comments:

October 07, 2009

yawn. too much stuff floating in space. unclear. didn't even see the skateboard until i viewed a few times.
11. *Sigh* comments:

October 07, 2009

If it's old it's gold, if it's new it'll do.