WallE

For this review I took the second trailer for WallE as the real starting point. The first trailer was really a story board and much too open ended to articulate the marketing expectations.

This is a very nice looking package. It's great that the recoginizable Pixar logo gets a little play with the new character just to book end things.
Music is great - perfect really (if it's not in the movie I'd be disappointed). As for the sell - this is softsell at it's best. No voiceover - just sound effects and the interaction of the character - really simple and it opens up the audience to the persona that is WallE - you have to love this little character (I can see the toy shops churning these out as I watch).
Nice comedic elements chosen - nice and short - just enough to make you familiar but not enough to tell you exactly what is going on.
Now you've built up the viewers love for the character and you introduce something big an scary (enter the giant spaceship) and you've got your setup for a plot without giving anything away.
The end of the spot appears to lack the creative that is being used for the rest. There is something about the shot of him holding onto the ship that gives away too much and the little scream from the character defies the quiet persona you have come to expect throughout the rest of the spot.
Perspective in this is great in this spot - for the most part you get the idea that WallE is a little character, but the view is at his height. You are put into his shoes by being put at his level - hence the sympathetic viewer is joined with the character.

Even with the corporate commercial ending I still have to give this a 5 out of 5. It is above and beyond, but I think with the flexbility of the animated feature you should expect the best from your commercial marketing team. I'll see you in the theatre for this one.