Au Hikari's Power of Optics Campaign Revolves Around a Single Beam of Light

By: Meghan Young - Sep 11, 2014
References: au.kddi & thisiscolossal
Although the Rube Goldberg machine has been done time and again, the Power of Optics campaign for au Hikari, a Japanese high-speed optical internet service, gives it a much-needed reboot. Dark, dramatic and as elaborate as pas Rube Goldberg machines, the novel contraption is powered by a single beam of light, which demonstrates the 'power of optics.'

Traveling through mirrors, magnifying glasses and reflective other surfaces, the beam of light keeps the ball rolling as it dips into cantilevered water containers, passes a disco ball and even pops a balloon. A modern take on the Rube Goldberg machine, the au Hikari commercial shows that people can still rely on old methods by putting their own unique spin on it.