Here's a 3:40 film montage featuring Spike Lee and some other directors, cinematographers and photographers talking about films, and the essence of kuro, Japanese for the color black, but also the "deep or endless nature of black." It's part of Pioneer's new "Project Kuro" marketing campaign celebrating their kick- ass new plasma technology that is 80% darker than before. The ads will be announced today and gain momentum this fall.

The firm in charge of these better ads is TBWA, better known for making the Apple ads since before the 1984 campaign. They couldn't go with someone better.

After the jump, there's another video, Pioneer's "Passion." No, nobody gets nailed to a cross. But the visuals are so impressive you might want to take your favorite recreational substance and enjoy.