Surely we live in tumultuous times. Obama is drilling for crude oil on the high seas, Conan O’Brien is unemployed and bearded, cats and dogs living together, and now this, color in the new Mystery Tom Asta clip. The Detroit Rock City-themed company was maybe due for some type of reboot after the high-profile departures of Crockett and Murphy, both making no bones about the fact that for them personally the bloom had gone off the monotone dipped decks. But color? Perhaps the face-ripping aliens from V already have infiltrated the Blackbox headquarters and peacefully convened an emergency brand management meeting, so jarring is the shift.
But was it inevitable. I’ve actually been sort of kind of anticipating this step since the early months of the Zero sister co, when it became apparent that black and white would be the way forward ad/graphic/video-wise for the time being, mostly because the whole thing recalled how inevitable it seemed when DC’s famed B&W ad campaign in the late 1990s eventually shifted into the rainbow realm. (DC of course now pursuing again a black/white/red scheme in their newer magazine ads.) On a similar note the recent wander through Emerica’s advertising archive revealed that they’ve been running the green theme for 13 years now, give or take, so maybe they pull a U-turn and do red for the, er, “Stay Gold” video. Disorganized ramblings aside Mystery’s hot crayola injection is pulled off well via the space-age technology that lets them color that one flatbar Berra yellow*, for instance, and Asta’s actual tricks are not shabby either – the bigspin backside tailslide flip-out works way better on video than in internet text form and for my money that bench/two-stair spot has enormous potential for cool tricks until somebody inevitably gets the idea to do something up it (which I guess may already have happened…)
*We would also accept Andy MacDonald T-shirt yellow