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Light Painting - True modern Art used in Commercials

Updated on September 14, 2009

Light Painting - Cat Chasing the Mouse Commercial

Light Painting - Eveready Ultima - Cat Chasing the Mouse Commercial
Light Painting - Eveready Ultima - Cat Chasing the Mouse Commercial

Light Painting

Light painting, also known as light drawing or light graffiti is a photographic technique in which exposures are made usually at night or in a darkened room by moving a hand-held light source or by moving the camera. In many cases the light source itself does not have to appear in the image. The term light painting also encompasses images lit from outside the frame with hand-held light sources.

Eveready Ultima Commercail breaking the clutter

Eveready Ultima Commercail breaking the clutter
Eveready Ultima Commercail breaking the clutter

Everready Ultima using Modern Art

Eveready Ultima commercial breaks the clutter of other commercials specially because of using Light Painting as well as a small introduction "the Animation Film was created using LED lights, torches & a digicam all powered by Eveready Ultima batteries" were good enough to make so creative and energizing advertisement. The introduction also gives a few seconds of curiosity 'what am i going to see next?'. Little about Eveready Ultima Alkaline battery is the ultimate energy solution to the power-hungry electronic gadgets of modern times like that of torches, transistors, radios. It is undoubtedly a new benchmark of quality & performance in the category of alkaline batteries. The promise of performance comes with an affordable price tag, making it truly an ultimate choice.

Eveready Ultima - Light Painting - Cat chasing mouse

Eveready Ultima - Light Painting - Cat chasing mouse
Eveready Ultima - Light Painting - Cat chasing mouse

Review of the Commercial

Light Panting is one of the creative methods used by Eveready batteries Ultima to regain the lost enthusiasm in batteries among youngsters. Using light is a fun technique that gives great results. Eveready batteries Ultima have used light painting to ensure the sale of products the way it was earlier. Light painting is one of the most creative forms used to describe the energetic feel among masses, the long and powerful duration of the battery. Eveready batteries Industries have launched a new advertising campaign to highlight its latest offering, Eveready Ultima Batteries. Rediffusion Y&R has worked on this campaign. The cat is drawn using light painting, besides showing the cat running in speed and then taking various forms. The ad is shown in such a lightening speed and that too in so many different forms that would interest anyone to try and use this art form in their own backyard. This idea was basically to develop to target young and energize them with the idea of getting them these batteries and use them. This TV commercial is surely a new form to develop lost interest in batteries among the people.

Eveready Ultima - Light Painting - People playing musical instruments

Eveready Ultima - Light Painting - People playing musical instruments
Eveready Ultima - Light Painting - People playing musical instruments

Bringing - Batteries to Younger Generation

In a time when the use of batteries, especially the Zinc ones is on a decline, the ad is made to for re-branding and to increase the sale of batteries. Set in darkness, the TVC begins with a group of friends watching TV and enjoying a meal at home. However none of the boys' actual faces can be seen. Instead, they have faces made of a light trail, the kind that is left behind when one rotates a fire sparkler Next; a mouse made of similar light trail is shown to eat the boys' food, which angers them. One of the boys takes out a torch powered by Eveready Ultima and makes an outline of the signature Eveready cat with the light. The cat comes to life and thus begins a cat-and-mouse chase across the busy city during nighttime. Finally, the cat finds the mouse and swallows it whole, before jumping into the moon. The moon too, is made of the light trail. Finally, the cat and the moon morph into the Eveready logo, it takes over to say 'Eveready Ultima - Ultimate Power'.

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    • nikki1 profile image

      nikki1 

      8 years ago

      cool

    working

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