New Spot From Rebranded DuPont Changes Depending on When and Where Consumers See It

R/GA set the spot's clocks, newspapers and skies to match the viewing date and time

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A video ad for newly separated specialty materials giant DuPont will look different depending on whether you are watching, say, during sunset in America or at noon in China.

The R/GA-helmed spot, hosted on DuPont’s site, includes a host of dynamic elements meant to make it feel as current as possible, including clocks that match the time of viewing; newspapers autofilled with the current date and headlines; a mention of the viewer’s device; changes in scenery and music to fit the particular time of day; and an aerial view of Earth centered over the general location of the viewer.

Each

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