the two movies are antedating the matrix? are you really sure about that?

Bullet time isn't about stopping the action, but separating the camera's movement in space from its movement through time, allowing you to move through the scene independently of the scene's timeline.

With bullet time the scene could only have one timeline. Here however, the actors could each have their own timeline within the scene; some moving forward, some back, and some looping, which is much harder to accomplish. Hence the ad is to say 'we can do it'.

As for the ad itself, it came off to me as being to 'gimmicky', too much of a tech demo. I would have preferred to have seen something more cohesive, like as a real world scene with the different elements moving back and forth through it.

Though it is neat, this spot is nothing the Matrix guys couldn't have done 10 years ago.

knackers it does. this technique was invented at the Slade art college in London in the 1970's. a large hoop shaped camera loaded with film, each frame exposed simultaneously, so that instead of travelling through time as the film runs, you travel through space.

this is just your usual self-important advertising guff...