Saturn, a specialty retailer of consumer electronics in Germany, has launched an integrated campaign using the concept of evolving technology. A television commercial connects the “survival of the fittest” concept as experienced by now extinct reptiles and applies it to the emergence of top quality models available through Saturn. The German voiceover, translated in English: “The selection was tough, but now it’s there: The strongest technology of all times. Mercilessly low priced. SATURN We hate expensive.”
We’re taken on a journey from the most primitive amoeba, the moray eel, the megaladon, pterodactyl, metallosaurus rex, saber tooth tiger (smilodon), electric hymenoptera, the radioactive robot, the electric man and finally Blu, the living embodiment of Saturn’s technological supremacy.
Click on the image below to play the video in YouTube (HD)
The Saturn Evolution site, evolution.saturn.de, features the TV ad, wallpapers, an interactive game, technological specifications for the creatures featured in the ad, along with products stocked by Saturn.
The Saturn Evolution campaign was developed at Scholz&Friends, Berlin, Germany, by creative director Oliver Handlos, art directors James Cruickshank, Michael Hess, copywriters Felix Fenz, Sebastian Plum, Bastian Engbert, management supervisor Uli Schuppach, account supervisors Sandra Ortmann, Jürgen Fink, TV producers Claudia Knipping, Nina Heyn, Mathis Rekowski.
The interactive campaign was developed at Scholz & Friends Interactive by business director Mario Gamper
head of unit account management Katja Klüh, creative director Fabian Roser, IT director Christo Zonnev, project managemers Alexander Hubitsch, artist Jessica Braham and animation artist Israel Martin.
Filming was shot by director Carl Erik Rinsch via Markenfilm with executive producer Lutz Müller, producer Tobias Steinhauser, director of photography Javier Aguirresarobe, with post production by Alex Grau.