Creativity

'The Internet of Sh*t' is the Theme of This Bizarre Ad About Our Frustrations With Smart Tech

Spot From Swedish Firm Semcon Also Features Singing Poop

By Alexandra Jardine. Published on Jun 15, 2017

Editor's Pick

A puppet gets tangled up in the "internet of things" and gets serenaded by signing poop in a quirky new music video by Swedish tech firm Semcon.

Semcon created the film after conducting a survey which found that over 60% of people find technology even more frustrating than traffic jams or noisy neighbors. So, it set out to reassure some of those people and launch a helpline for those struggling with smart technology.

The film, by Forsman & Bodenfors, sees the puppet singing about the "internet of things" in a reworked version of the classic tune "Dem Bones." As he explains how the phone's connected to the laptop, the tablet, etc., the strings attached to each thing get tangled up in each other more objects get consumed in the crazy chain: an escalator, a popcorn machine, your friend's mom's running shoe.

As the music becomes more and more discordant, a trio of singing poops announce that it's not the internet of things, but the "internet of sh*t." The film ends with a cat puppet telling us, "Just because it's connected doesn't mean it's smart."

Daniel Warwick at Camp David directed the film, which was shot in South Africa with the help of puppeteer Hansie Visagie. The sets were made entirely of paper and the puppets were 3D-printed.

Per Nilsson, head of communications and marketing at Semcon, said in a statement: "When we began working on the campaign, we realised early on just how many crazy connected products there are. Semcon's position as a technology company focusing on users gave us a great starting point for poking fun at all the hype surrounding the internet of things. This creative work then culminated in the rather self-obsessed but kind-hearted puppet."

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About

Credits

Date
Jun 15, 2017
Agency:
Forsman & Bodenfors
Client:
Semcon
Creative:
Karin Jacobsson
Creative:
Gustav Johansson
Creative:
Stefan Thomson
Creative:
Magnus Almberg
Agency Producer:
Lena Sellman
Account Director:
Susanna Glenndahl Thorslund
Account Manager:
Helen Johansson
Planner:
Klara Knape
PR Strategist:
Bjarne Darwall
Music Supervisor:
Jenny Ring
Director:
Daniel Warwick
Producer:
Camp David
PR Agency:
Matter

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