Saturn: Evolution of Technology

This vicious advert for German electronics retailer Saturn romps through an imagined evolutionary history of technology. The concept builds on agency Scholz & Friends Berlin’s techno-erotic campaign, closing with their motto, “We love technology! We hate expensive!”

The basic idea reminds me of the Nissan “Naturally Capable” spot from a couple years back, but clearly this advert has refashioned the concept from the ground up.

Director Carl Erik Rinsch was a natural choice for this spot, given his predilection for cyborg narratives and playful visions of the future. Carl is with Markenfilm (who produced this Saturn spot) and RSA.

The stunning vfx were handled by Barcelona-based Furia with modeling and some animation assistance from Big Lazy Robot.


Agency: Scholz & Friends Berlin
Partner and Managing Director: Stefanie Wurst
Creative Director: Oliver Handlos
Art: James Cruickshank, Michael Hess
Text: Felix Fenz, Sebastian Plum, Bastian Engbert
Account Director: Uli Schuppach
Consulting: Sandra Ortmann, Jürgen Fink
Film, radio, TV: Claudia Knipping, Nina Heyn, Mathis Rekowski
Art Buying: Kirsten Rendtel, Adriana Meneses von Arnim

Scholz & Friends Interactive
Business Director: Mario Gamper
Head of Unit Account Management: Katja Klüh
Creative Director: Fabian Roser
IT Director: Christo Zonnev
Project management: Alexander Hubitsch
Art: Jessica Braham
Animation Artist: Israel Martin

Production: Markenfilm Berlin
Director: Carl Erik Rinsch
Executive Producer: Lutz Müller
Producer: Tobias Steinhauser
Camera: Javier Aguirresarobe
Post production: Alex Grau
Design of characters: Jeff Julian, Big Lazy Robot

Sound design: Audioforce

13 Comments

MilkmanD

extremely sweet, the concept could be turned into a feature length movie. I wonder why the gorilla’s head looks like a german ww2 helmet or penis head?

czq67

coooool

Kalone

overall nice work and ideas, only here and there a bit too rough.

hvanzon

real nice, only thing is the voiceover at the end. It sound at bit wierd and it’s not synced.

Kalone

I think she`s not a native German speaker and tried to mimic the right lip movements.

ocelot

been wondering for a while why i didnt like the spot, and finally realized its because it doesnt seem to have any flow. motion is all over the place, left to right, right to left, away from the viewer then left again then right, etc.

a simple left to right à la fat boy slim might have worked better to convey the idea of evolution.

mate

Thanks for that comment! I always try to make the motion in spots a little more interesting then always left to right but usually end up using that direction intuitively. So I’m happy to hear people feel the same way about it.

jasonk

germans are hella weird.

mate

yay germans ;)

Kalone

But Carl Erik Rinsch isn`t German – I believe he`s from the U.S., right?

Marc B.

Germans are annoying :)

That said i like this spot and disagree with ocelot. Why must everything be smooth and from left to right only?

mate

So by your own definition you must be german, too? Wait a minute… Am I dissing myself here? ;)

ocelot

maybe to further hammer the point of “progress” home ?
in some of these shots its hard to make out what the animals are supposed to be made of, like the difference between the pterodactyl and the t-rex or whatever it is… having an overall movement in the animation, either left to right, or in to out, or back to front or whatever i think would’ve helped the overall feeling of “we are moving forward” in what direction that may be.

just look at the spot again and try to flip some frames, and see if it makes more sense to you.

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