Documentary-Style Commercials Edit
Nokia's The Fourth Screen

It’s rare to come across a long commercial, almost 2 1/2 minutes long, let alone one which plays out like an epic documentary. Nokia did just that with their Fourth Screen commercial. It manages to cover the impact that four screens - movie, TV, computer and cell phone screens - have on our lives. It was a pretty amazing accomplishment in just 2 1/2 minutes, considering the scope the commercial covered.

The movie screen starts off as socially interactive as people meet in the cinema. TV and computers, however, did the opposite leading to people withdrawing into their own worlds. Nokia hopes that cell phones will be able to bring the community spirit back again.

The ad was conceived to launch Nokia’s new phones, gaming service and music store.