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Go to the woods of Kyushu, Japan. Engineer a massive xylophone (or is it a marimba?) to run down the slope of a forested hill. Take a wooden ball, place it at the top of said instrument, and push it. What do you get? Bach's treatment of a traditional church hymn! Namely, "Jesu, Joy of Man's Desiring."

And, all this for a Japanese commercial for a kidney-shaped smartphone with the tagline, "Touch Wood." I may be late to the party on this one, but when I think of all the time it took to set this up, the precision and measurements used to adjust it and actually make each piece, and how many takes the film crew shot, it continues to inspire even if it's a year old.

And, here you can see how it was made:

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796 Comments

Wow. I didn't even watch the video and I'm just stunned at this pompous response. "Gainsay?" Seriously? And saying you "might ask the question" rather than just "Would this be..." is just such a sad attempt at sounding...what? Academic? Superior? "As a professional musician" yourself, I might ask you the question "do you have any friends?"

Ah, so sad that there is no joy in it for you. Sadder still that you feel it necessary to share the anti-sentiment. (I'm surprised you didn't have to pounce on that e flat before the final recapitulation.) Shall we say, 'Live and let love?'

Thanks for sharing your perspective! I do believe that each of us are all connected, and each have our own filters.... as we are all part of this humanity to learn thru work, play, laughter, that no matter what we do/ become, one thing for sure is that we are here to learn how to love, ourselves, each other, and our planet!

Talk about patience and team work. I love it. As for the doe that made an appearance , priceless

I missed the doe. (A deer a female deer?)

LOL Very punny :-)

Ha! It went by fast, kind of like when I "got the rubato backward" on my Instrumental Lit & Conducting class Schumannorwhatever, only in reverse.

Nice, great stuff

A joyful experience.A feat of engineering skill and if you know the piece by Bach, the experience is enhanced.

WOW that is something. Especially just for a comercial.

'Especially' for a comercial? I think it's a pity that this is done 'just' for a commercial.

freaking awwwwwsome

It would but be,
A fallen tree
That sings its joy
To me and thee.

Beautiful and so apt, Jaclk.

VERY inventive....a lot of work but the result was worth it!

This was absolutely wonderful! I wonder if they reassembled it in a public space, like the lobby of some great building, so it could be experienced again in person. Now, that's an idea!

I loved the simplicity of the instrument and music against the serenity of the background sound of water movement and backdrop of the forest and deer. I loved it all and will store it to listen to again and again.

Totally amazing....but what a big waste of time, energy, and resources!

oh, please!

What is up with all these people? Who has the time (besides grumpy) to ponder this lovely thing these imaginative folks did? Get a grip.

At one level and impressive feat, but how sad to see Bach's "Jesu Joy" dedicated to a commodity. Is a phone really the focal point of modern man's desiring, and a forest best experienced through the lens of a commercial?

You might be right, but consider the fact that they were going to make an ad anyway. They were going to spend several hundred grand anyway. They could have made something completely frivolous; instead, they made something that has value beyond ad value. Still, you do have a point.

I agree -- very creative. I wonder, though, if the individuals (the engineers, the musicians, the camera people, the writers, etc.) behind this obviously very lengthy and probably labor-intensive creative feat (which is financially supported by the high price we pay for the product) would much rather be creating their own "masterpieces" that could live on forever like Bach's musical score. Unfortunately, the reality of life is that the best of their creative lives will be spent coming up w/ways to sell a product that may or may not (depending on one's point of view) be something society's soul really needs.

You have to be kidding !

Unless you consider that they would have spent that much or more on an ad anyway. If they had had a cameo of a star it would hardly have cost less, and it would hardly have been as durable. I think this is the perfect example of a "useful" ad--it has value in and of itself. Like I said, they could have spent the same or more on absolute fluff, like most ads do.

You could say that about any piece of art, whether it be Picasso or Bach or Sartre...
This was just delightful, and I agree with the comment above - it should be set up in a public space/museum/lobby or somewhere.
It's just fun!

AMAZING.....on so many levels. Thanks.

pretty amazing, but ultimately a waste of time and talent. all this to advertise a consumer product? what does that say about our world?

A realy wonderful experience in wood

truly a work of art my work building houses never came close to this project.

The 'xylophone' was made out of the material surrounding it. A variety of musical instruments are made out of wood. What's the harm of adding another one, an original one, that can only play one tune, as long as one can enjoy it and appreciate the ingenuity, precision work and persistence in the effort to arrive at the correct notes, that went into its creation? I do not think the deer minded. I certainly did not, I even enjoyed it.

Absolutely fabulous. Talk about patience and knowledge.

This was an amazing feat! What great team work can accomplish. How
many man hours were spent making this instrument in the forest
and filming the ad?

Having made many things out of wood, I loved it, as would anyone that loves the material. I guess we were supposed to think that the deer was listening to the music? Obviously not at the same time (lighting) and probably not at the same place.

This is the most amazing xylophone i've ever seen, and i'm a percussionist!!
I appreciate the time and effort that has gone into making this ad :-)

What humans can do when they engage their minds and are willing to work!!! Congratulations!

Unbelievable. I think some priority should be examined.

Very clever and inventive indeed, but the music is quite "tinny" and not something I would enjoy listening to but once.

Imagine a world where all the time, love, creativity, talent, commitment and money that it took to make this commercial were used to help people who have lost their jobs to stay in their homes, to help people who are sick pay for their medical care without losing everything else they have, to help people who have intellectual disabilities live a respected life in the center of their community, to bring jobs that have been outsourced back to this country so people can have the dignity of work and take care of themselves. Etc.

This was my thought as well. All that time, wood, electronic equipment, man power and money to create something fun in order to sell a phone that most of the world cannot afford and/or use, well, it just pisses me off.

While I understand your sentiment, the creation of music in a natural setting doesn't negate the needed support for the poor or downtrodden. I don't believe that the money used to make this commercial was not headed toward some greater purpose, yet I can't wait to show this video to my foster son. This is block play at it's best and I look forward to seeing how it inspires. Also, I am not sure how this video is any more offensive then listening to music in a commercially supported venue. As a person who solidly has her feet planted in the muck and mire of life, I say enjoy and be inspired.

While I understand your sentiment, the creation of music in a natural setting doesn't negate the needed support for the poor or downtrodden. I don't believe that the money used to make this commercial was not headed toward some greater purpose, yet I can't wait to show this video to my foster son. This is block play at it's best and I look forward to seeing how it inspires. Also, I am not sure how this video is any more offensive then listening to music in a commercially supported venue. As a person who solidly has her feet planted in the muck and mire of life, I say enjoy and be inspired.

I've been thinking like that lately, and I couldn't help but think of the line from the movie Dead Poets Society. OK, not the line, but the concept. People need inspiration as much as (some might argue more than) they need medical care. Art gives humankind the motivation to provide those kinds of things for people who need them. It keeps our minds sharp, our hearts soft, and our spirits up, and in the case of *lots* of Americans, our bodies moving. (Now, if you could actually get a person on a treadmill to do some actual work instead.... OK, at least unplug it.... Wait, can someone explain to me why we made powered machines to create work while people are starving for fresh produce?) I hear, you, to be sure, but I'm convinced we need this affluent, now world economy on which to build betterness for everybody. I don't know who gets to say what's balanced and what's not.

Do you ever celebrate a birthday? Take a vacation? Go to a wedding? Camp for a weekend? Go dancing with friends? Sit down with a good novel? Own a computer filled with plastic? Watch videos on that computer? Thrown your support to actors who make millions by going to a movie? If so, you have wasted valuable time and resources that could be spent on more important things. Shame on you.

A masterpiece. Congratulations! Bravo!

The creativity of the advertising team that thought this up and the technical skill is extremely impressive. I enjoyed every note of this simple, well executed commercial.

COOL>>>>>>

Love this...

inspirationals and fun!

Wow!

wow, bravo

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