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GENESIS: This abstract and artful Japanese cell-phone spot, which will surely be among the most discussed and awarded ads of 2011, drew its inspiration from a single product feature: the wooden casing around the Touch Wood SH-08C handset.
Morihiro Harano, creative director at Drill Inc., wanted to emphasize the feature by evoking the tactile sensation of wood—to "awaken the common feeling everyone has that there is something good about wooden texture." But video isn't a tactile medium.
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