Jacqmotte is about to launch a new brand of coffe in Belgium called ‘Finest Selection’. Usually that means we’ll be flooded with typical commercials and dito ads, but in this case things are different. Apparently they hired Robert Hales to do the commercial, and this guy has earned his striped already with projects for Levi Strauss, The Museum of Modern Art and EMI Records. I was pretty eager to see what he made from it and I must say it doesn’t look like your regular coffee ad at all. Quite refreshing and a keen angle of approach, to be honest. The clip is based upon the Rorschach test, and approaches the feeling you have when you drink coffee in a subliminal way.
The Rorschach inkblot test was created in 1921 by Hermann Rorschach. During the early part of the 1900s, Klexographie was a well-known game in which people told stories about inkblots. Rorschach, a psychiatrist, realized that the stories people created revealed information about them, so he began to standardize the blots for clinical use. However, he died in 1922 at age 38, before he could refine the test. Psychologists after Rorschach have created their own methods of administration and analysis, which is why there are many accepted methods to give and score the test.
Robert Hales, the man who made the video, is also known for the work he did for the Gnarls Barkley video “Crazy”. The campaign is supposed to launch somewhere early 2007.
There’s also a YouTube file