Do you get all tangled up in technology? You are not alone. A majority of those surveyed say that technology frustrates them. At the same time, we’re surrounding ourselves with ever more connected products.
Semcon is now launching its slightly bizarre music video entitled “The Internet of S**t Song”. This film makes fun of the hype surrounding the Internet of Things (IoT) and the lack of focus on users. It stars naive puppet Alex.
“Connected technology offers phenomenal potential, but unfortunately companies are currently investing vast amounts of money on solutions that miss their targets and above all fail to meet users’ needs. In our video, we take a light-hearted look at what could happen with all our smart gadgets if we don’t watch out,” says Markus Granlund, president and CEO of Semcon.
A self-obsessed but kind-hearted puppet
This video, produced with the help of Forsman & Bodenfors, is set in the not-too-distant future. Alex, the star, gets himself into a real muddle with both gadgets and people as he moves through town singing the “The Internet of S**t Song” based on the classic spiritual “Dem Bones” (all about how our skeletons are connected). Alex is a puppet, and his strings are a metaphor for both connections and for how easy it is to get into a flap with technology unless the solution is based on users.
“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 IoT. This creative work then culminated in the rather self-obsessed but kind-hearted puppet Alex,” says Per Nilsson, head of communications and marketing at Semcon.
Miniature sets made of paper
The music video was recorded in South Africa in partnership with world-leading manufacturers of puppets and miniature worlds, with puppeteer Hansie Visagie at the controls. The various sets – everything from escalators to the petals on the flowers – are made entirely of paper. At the same time, the puppets have been 3D printed using the latest technology and contain tiny motors that make the cute little cat open its mouth and Alex raise his eyebrows deliberately.
“This has been a fantastic project to work on and I was able to witness some outstanding craftsmanship. A vast amount of detail has gone into all this. This made the video very complex to record, but it’s also unique – and it’s really good fun to watch. I think everyone can identify with Alex to a certain extent, although personally I would have been even more frustrated!” says director Daniel Warwick, who’s previously made a number of award-winning commercials.
Helpline for people frustrated by technology
Daniel is not alone. According to a new survey (carried out by Inizio/Semcon), no fewer than 60% of respondents say that technology frustrates them. Technology is also the most frustrating element in our day-to-day lives, ahead of issues such as traffic jams and noisy neighbours. This is why Semcon is launching a helpline (+46 10 178 22 10) that anyone can call to chat with the company’s usability experts – or simply let off steam as a result of their frustration with technology.
Links:
Music video: “The Internet of S**t Song”
Behind the scenes, with interviews
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