Check out the new commercial for Honda in the UK!

Date:   9/23/2005 1:15:57 AM ( 19 y ago)

Symbolism of an Amazing TV Commercial

There are no computer graphics or digital tricks in the film. Everything you
see really happened in real time exactly as you see it. The film took
606 takes. On the first 605 takes, something, usually very minor, didn't
work. They would then have to set the whole thing up again. The crew
spent weeks shooting night and day. The film cost six million dollars
and took three months to complete including a full engineering of the
sequence.

In addition, it's two minutes long so every time Honda airs the film on
British television, they're shelling out enough dough to keep any one of
us in clover for a lifetime. Honda executives figure the ad will soon
pay for itself simply in "free" viewings (Honda isn't
paying a dime to have you watch this commercial!).

When the ad was pitched to senior executives, they signed off on it
immediately without any hesitation - including the costs. There are six
and only six hand-made Accords in the world. To the horror of Honda
engineers, the filmmakers disassembled two of them to make the film.

Everything you see in the film (aside from the walls, floor, ramp, and
complete Honda Accord) are parts from those two cars. When the ad was
shown to Honda executives, they liked it and commented on how amazing
computer graphics have gotten. They fell off their chairs when they
found out it was for real.

Much symbolism at work in this commercial. For one, the symbolism of the
real versus virtual: real time, real parts, etc. The symbolism of the
background: a museum setting? Much more.

http://www.imediaconnection.com/content/cs/honda/051303/honda_ad.swf

FROM: John Fraim



 

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