Activity 5: Your understanding of moving images (interactive ads)

Most moving images we see are not interactive. That is, we watch them or somewhat passively receive the content. Some artists and advertisements, however, have thought a bit more creatively and innovatively about inspiring interaction with moving images.

The following still images are from a Skittles online ad campaign. In each of the ads, the viewer is invited to place his or her finger on the screen, at the spot indicated by the candy. The moving image that then plays is interactive with the viewer’s finger. Do a Web search to find other ads from this campaign. What difference does the interactivity make? How does the ad feel different, or how do you respond differently to it, because of its interactive nature?

Image. Still picture from a TV ad. The background is a blue sky with wispy clouds. The heading at the top of screen, against the blue sky, is Touch the rainbow. An large red arrow labeled Hold your finger here points to a large dot with the number 2 on it (a piece of Skittles candy). Source B B D O Toronto and William Wrigley Junior Company.

Image. Still picture from a TV ad. The picture shows a close-up of a man with lots of facial hair attempting to lick a small red dot labeled S in the center of the image. A small tan dot labeled S seems to be floating in the foreground. Source B B D O Toronto and William Wrigley Junior Company.