PHD Canada // Canada’s Agency of the Year » Analysis

By: Pioneering Phd  09-12-2011
Keywords: Agency Of The Year

PHD Canada // Canada’s Agency of the Year » Analysis

In the spirit of sharing some stunning creative for one of our clients (and to give myself a kick-start into our blogging world here!), please have a look at this British television ad for Honda/Acura. For those of you who haven’t yet seen it, prepare to be dazzled! The description accompanying this video reads as follows:

If you thought that the people who set up a room full of dominoes to have them knocked over later was amazing, you haven’t seen anything yet. There are no computer graphics or digital tricks in these images. Everything that you see happened in real time exactly as you see it. The recording required 606 takes and in the first 605 takes there always was something, usually of minor importance, that didn’t work.

It was necessary for the recording team to install the set-up time after time and it took several weeks working day and night to achieve this effect. The recording cost 6 million dollars and it took 3 months to finish, including the engineering design of the sequence. The duration of the video is only 2 minutes, but every time that Honda shows the commercial on British television, they make enough money to support any of us for the rest of our lives.

However, this commercial has turned out to be the most displayed in the history of the Internet. Honda execs think that it will pay for itself simply because of the free showings (as Honda is not paying one cent for you to see it). When Honda senior execs viewed it, they immediately approved it without hesitation-including costs.

There are only six Honda Accords built by hand in the whole world, and to the horror of Honda engineers, the recording team disassembled two of them for the recording. Everything you see in the sequence (besides the walls, floor, ramp and untouched Honda Accord) is part of those two automobiles.

The voice is that of Garrison Keiller.

The commercial was so well received by Honda execs when they saw it, that their first comment was how amazing the computer graphics were. They almost fell out of their chairs when told that the recording was real without any graphics manipulation.

By the way, about the wind shield wipers in the new Honda Accords, they are sensitive to water and designed to start working as soon as they get wet.


Keywords: Agency Of The Year

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