Back In 1987 Swiss contemporary artists Peter Fischli and David Weiss constructed a large and precarious artwork more than 30 metres long. The structure was made out of everyday materials. They artists used fire, water, gravity, and chemistry to create an amazing chain reaction called The Way Things Go.
The whole video of the chain reaction is actually 30 minutes long. I really like this segment where fire is the main feature:
If you don't know of these artists' work, but the work seems quite familiar to you, it's probably because a very similar concept was used in this well known Honda Accord Commercial, Cog.
What do you think of advertising that borrows so heavily from contemporary art like this, or any other field of creativity for that matter? Do you think this is okay, or only if it's done in collaboration with the original creators? In this case, I don't know whether it was done with the consent of the artists or not.