# Super-Sized Xylophones Docomo's Ad for the Touch Wood SH-08C Features Massive Lumber Installation By Jordan Sowunmi | Published 2011-05-20 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/touch-wood-sh-08c References: [dvice](http://dvice.com/archives/2011/05/docomos-giant-w.php) & [nttdocomo.co.jp](http://www.nttdocomo.co.jp/product/concept_model/sh08c/) The latest advertisement from Japanese phone company Docomo for their Touch Wood SH-08C is an incredible example of how simplicity can effectively be used to stand out in advertising. As the name suggests, the Touch Wood SH-08C is a phone made entirely of surplus wood. The hyper-organic prototype represents a new wave of [ecology-friendly products](https://www.trendhunter.com/trends/wooden-sony) hitting the market. Docomo’s commercial for the Touch Wood SH-08C was produced by Japanese ad men, Drill Inc., and is set in the woods of Japan. The inventive advertisement was shot in one take with a small ball playing the Docomo theme song on a [massive wooden xylophone](https://www.trendhunter.com/trends/age-of-wood). Check out the video to see how Docomo uses a serene simplicity to help their new [eco-friendly phone](https://www.trendhunter.com/trends/boring-phone) stand out. ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 8% | Activity: 17% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Eco-friendly Products:** The Touch Wood SH-08C is a hyper-organic prototype that represents a new wave of ecology-friendly products hitting the market. - **Simplicity in Advertising:** Docomo's commercial for the Touch Wood SH-08C proves that simplicity can effectively be used to stand out in advertising. - **Innovative Advertising Techniques:** The inventive advertisement for the Touch Wood SH-08C was shot in one take with a small ball playing the Docomo theme song on a massive wooden xylophone. ### Sectors Adopting This - **Mobile Phone Industry:** Docomo's Touch Wood SH-08C is a phone made entirely of surplus wood that represents a disruptive innovation opportunity in the mobile phone industry. - **Advertising Industry:** The simplicity and innovation showcased in Docomo's Touch Wood SH-08C ad presents a disruptive innovation opportunity for the advertising industry. - **Sustainable Products Industry:** The Touch Wood SH-08C's hyper-organic prototype, made entirely of surplus wood, represents a disruptive innovation opportunity in the sustainable products industry. ## Related on Trend Hunter - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md) - [Stealthy Rare Wooden Instruments](https://www.trendhunter.com/trends/torch-t01.md) - [Distraction-Free Flip Phones](https://www.trendhunter.com/trends/consumer-cellular.md) - [Artful Aluminum Phones](https://www.trendhunter.com/trends/phone-1.md) - [Smartphone Seating Campaigns](https://www.trendhunter.com/trends/samsung-galaxy-z-flip-4-promotion.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md) - [Piano-Centric Campaigns](https://www.trendhunter.com/trends/kawai-pianos.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md)