This wonderful advertisement for Honda Accord was introduced in UK in April 2003. It is two minutes long and was shot in real time with no CGI “Computer-generated imagery” involved in the sequence. It was split into two takes because there is no enough space to film the whole ad. It costs $6 million to shoot and took 3 months to complete. I think one of the most shocking things about this ad is that there are only six hand-made Accords in the world and the filmmakers dissembled two cars to film this ad. So, everything they used even walls, floor, ramp and complete Accord was from those two cars.
This ad is one of the best ones I’ve ever seen. However, there are lot of questions in my mind and trying to look for answers…
Why would they rip apart two Accords to use them in filming this ad? They could have used similar pieces and tools and no one will recognize it. Why did they film it in real time, and the latest graphical programs and machines are available and affordable to them? Why did they spend all this time “3 months,” money “$ 6 million,” and massive effort while they could have spent less and have the same results?
Have they done all this as part of the advertising thing, so customers will appreciate the ad, Honda and Accord when they know those facts about filming the ad? Or they are targeting non-technical customers who appreciate more work and effort in real time and not using any digital tricks.
I know all what they’ve done in this ad is very eye opening, but is it really worth it? Especially that they could have done the same results or even better by making a good use of technology in filming, and spending less time and effort.
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2 comments:
They could have probably done the ad more cheaply but I think that the glory of the ad is a combination of the complexity, high quality and authenticity. If they had taken the cheap route it wouldn't have so clearly the unique quality of an accord
Right, that makes sense. It is a unique car with limited number "6 cars" in the world and they've done a very unique ad. Thank Amy for sharing your thoughts with me.
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