Amazing

Rating: Null/10 (16 June 2013)

Amazing! I have just seen Toy Story. The first one. For the first time. And it's like I'm seeing it back in the days before Toy Story 2 got out on the big screen. The only thing I wouldn't have known was the future story of Apple Inc.
This is a wonderful one hour advertisement where you can see branded toys. The only thing that is original in this one hour waste is the way Steve Jobs' employees created a toy universe. It was so yesterday to create a new line of cheap plastics than do some silly adventure. It was called an adventure so people won't have any issue leaving the children alone for one or two hours of advertisements. It sounds so much more educative to have cartoon adventure instead of having cartoon characters selling you stuff. And, instead of a real actor, the cartoon has precisely zero morals: it can sell plutonium to a 5 year old or to some radical terrorist group without blinking. Unless the art director thinks the blink would raise the quantity at least 10 percent.
Now about the creative part. Steve Jobs' employees never bothered to create something like say Hanna-Barbera. They just pushed older toys into this new advertisement. And here's where the creativity ends.
What's even better is the world imagined. A world where children are isolated. Where they depend on their branded toys. And watch out for the bad kid! He is real creative. But the toys are working together to bring back what the lower case 'c' in a circle meant: a toy identical with million others on the shelves. Oh! And don't forget! A good kid would preserve all the junk: large useless wasteful boxes with advertisements for the whole line of plastic somethings.
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