No CGI this time...Honda Commercial

[Otto Rehhagel]

Here is another car commercial. It is for the Honda Accord. No CGI was used (at least thats what the creators say) Very creative. Very classic. :cool:

Honda Accord Commercial (http://www.steelcitysfinest.com/HondaAccordAd.htm)

ps: But once again, this commercial (known as the acura tsx in the US and only in sedan form) will not be seen in the US. Oh well. (yes, I realize now it is SO 2003)

[edesignuk]

Are you kidding me, this is the best part or a year old (maybe more!!!). Certainly not breaking through in 2005 :rolleyes:

[Otto Rehhagel]

I had a feeling it was old... oh well. thanks to whoever sent it to me. shows how up-to-date I am. Has any other US resident seen this?

Sorry if it is a repost.

[edesignuk]

It's even older than I thought :eek: 2003!!!

http://forums.macrumors.com/showthread.php?t=29437&highlight=honda
http://forums.macrumors.com/showthread.php?s=&threadid=27045

[Chaszmyr]

Who cares if it's not new, it's oh so cool!

[Vector]

The only part that i found hard to believe at first was the engineers getting the tires to roll up the ramp and knock each other foward. You wouldn't expect them to have the momentum to do that.

Apparently, according to my marketing teacher who spoke with the group that did it, they placed weights inside the tires near their tops. When the tires were hit, the weight helped carry the tire foward so that it had the momentum to hit the next tire.

[Otto Rehhagel]

Woah, I thought you (Vector) were edesign. Nice avatar. I guess admiration of Keira is contagious.

I thought the same about the tires. I always like it when good old physics are used for special effects, than CGI.

[wdlove]

Yes, I have seen this before. Think that I might have it saved as a QuickTime movie. It's very cool, a very advanced form of dominos. Go Honda.

[robbieduncan]

I've still got the free DVD of it (as well as a making of feature) the Honda sent out in the UK sitting on a shelf. It was an amazing advert though.

[jayscheuerle]

I refuse to believe that ad is real (non CGI) and will spend the rest of my life searching out the truth! (tires do NOT roll up hill)...

(edit).. Okay, I take that back. Tires, when balanced with a weight at the top, can roll uphill once that weight is nudged to make the wheel turn.

FYI - 2 takes because the studio was not big enough to do it in 1. The seemless cut is after the exhaust box rolls off the screen (so they say, I don't see anything)..

So good it's nuts...

[dejo]

I refuse to believe that ad is real (non CGI) and will spend the rest of my life searching out the truth! (tires do NOT roll up hill)...

Really? I wonder how my car got up the driveway this morning...

[edesignuk]

(tires do NOT roll up hill)...
If you weight them correctly I'm sure you can. Complete nightmare to get just right of course, but you know, persistence...

[Blue Velvet]

I've still got the free DVD of it (as well as a making of feature) the Honda sent out in the UK sitting on a shelf. It was an amazing advert though.

Me too. Probably from the Guardian Weekend.

Apparently, it was combined from 2 successful takes... hard to spot the join, though.

Now if only Apple used a similarly creative approach to advertising their computers...

[Wes]

I've still got the free DVD of it (as well as a making of feature) the Honda sent out in the UK sitting on a shelf. It was an amazing advert though.

I got the DVD too. Very cool advert!

[robbieduncan]

Me too. Probably from the Guardian Weekend.

Apparently, it was combined from 2 successful takes... hard to spot the join, though.

Now if only Apple used a similarly creative approach to advertising their computers...

Really. I'm sure that the DVD said it was one take. I got my DVD by filling in a form on the Honda website.

[jayscheuerle]

These guys (http://www.tcfilm.ch/pop_lauf1e.htm) claim Honda's commercial is a rip-off of their own art installation...

[edesignuk]

These guys (http://www.tcfilm.ch/pop_lauf1e.htm) claim Honda's commercial is a rip-off of their own art installation...
And so what if it is? (not asking you, I mean in general).

[jayscheuerle]

And so what if it is? (not asking you, I mean in general).

Exactly. Ideas can't be copywrited. Just thought it was a relevant link for relevant link's sake!

[Blue Velvet]

I'm sure that the DVD said it was one take.

God knows where I heard otherwise or just imagined it...

Anyway, you're right...

Here's an article (http://www.telegraph.co.uk/news/main.jhtml?xml=%2Fnews%2F2003%2F04%2F13%2Fnhonda13.xml) from The Telegraph about the making of it.

[virus1]

I had a feeling it was old... oh well. thanks to whoever sent it to me. shows how up-to-date I am. Has any other US resident seen this?

Sorry if it is a repost.

i had seen it before.. like a year ago.. i thought it was all CG tho.. 606 takes!!

[iGav]

Exactly. Ideas can't be copywrited. Just thought it was a relevant link for relevant link's sake!

But the expression of them can ;) and that's what caused the uproar within the creative and ad community at the time.

The Honda ad is IMHO an obvious rip of 'Der Lauf Der Dinge', shot for shot almost... and that's what caused the divided opinions. Of course 'Der Lauf Der Dinge' didn't invent nor was it the first to visually document cause and effect, one only need look at some of the old silent movies, Tom & Jerry, Wile E Coyote and Roadrunner or even the Mousetrap board game to see that it has been documented and expressed before.

But, the way in which it the Honda ad was expressed... minimal and bare studio, ambient soundtrack, flowing camera tracking is disturbingly similar to 'Der Lauf Der Ding' and a such it's difficult to appreciate and acknowledge the Honda ad for originality or creativity when it is obviously so similar in the way in which it expresses itself.

Personally I think it's a great ad, and has certainly raised an important topic of discussion between the Art and Advertising worlds.

To quote Charlotte Cotton a Curator at the V&A

It really cannot be a shock to anyone that after the last ten years of contemporary art practice, with its knowing relationship with mass media tactics and it's general high-profile fashionability, you are going to see a blatant reflection of ideas generated in fine art playing a major role in the shape of commercial imagery. The conventions of advertising when it comes to intellectual property are very far removed from the rules of fine art practice.

In art you should should hide your influences. In advertising, you are simply putting ideas, whatever their genesis, into a commercial forum.

[iGav]

I'm sure that the DVD said it was one take.

No, it's 2 sequences joined together. Matt Gooden (Art Director for the ad) said that essentially it could have been done in one perfect take, but because of the limitations of the studio size they had to film it in 2 sections and join them together in post.

Also people, there was subtle use of CG and general post work, although not specifically in relation to the cause and effect sequence itself.

According to Barnsley from the Mill, they had to slow down the odd object here and there and generally smoothing out the rhythm of the sequence. As well as general highlight work to "make clear the the source of energy or passing on of a movement".

And a sequence involving a pneumatic pump was enlarged in post to make it easier to see how that specific sequence actually worked.

But the main cause and effect action is for all intents and purposes real, with minimal post production 'interference'.

[Blue Velvet]

No, it's 2 sequences joined together. Matt Gooden (Art Director for the ad) said that essentially it could have been done in one perfect take, but because of the limitations of the studio size they had to film it in 2 sections and join them together in post.

Aha!
I had heard that this was so... but this (http://www.telegraph.co.uk/news/main.jhtml?xml=%2Fnews%2F2003%2F04%2F13%2Fnhonda13.xml) article claims it was done in one take. More spin?

[iGav]

Aha!
I had heard that this was so... but this (http://www.telegraph.co.uk/news/main.jhtml?xml=%2Fnews%2F2003%2F04%2F13%2Fnhonda13.xml) article claims it was done in one take. More spin?

That article is wrong. There was a detailed interview and breakdown of the ad in Creative Review in 2003 with the Director, Creative Director, Art Director and the Post Production/Flame Operator explaining that it was filmed in 2 sequences and joined in post, but that essentially after all the testing and development it could have been done in 1 take, but the size limitations of the studio forced them to shoot it in 2 halves.

The person who wrote the Telegraph article probably thought it was shot in 1 sequence because the join is seamless.

It is however 2 sequences.

[Blue Velvet]

There was a detailed interview and breakdown of the ad in Creative Review in 2003 with the Director, Creative Director, Art Director and the Post Production/Flame Operator explaining that it was filmed in 2 sequences and joined in post, but that essentially after all the testing and development it could have been done in 1 take, but the size limitations of the studio forced them to shoot it in 2 halves.

The person who wrote the Telegraph article probably thought it was shot in 1 sequence because the join is seamless.

It is however 2 sequences.



Thought so, as I said earlier in the thread... and that's probably where I read it as Creative Review is one of the office magazine subscriptions.

Vindicated... :D

[robbieduncan]

I give way to those with better sources :D The join really is very good. I have no idea where it is.

[combatcolin]

Me too. Probably from the Guardian Weekend.

Apparently, it was combined from 2 successful takes... hard to spot the join, though.

Now if only Apple used a similarly creative approach to advertising their computers...

Me too!

Called Cog and sits in its nice yellow case.

Good presentation of both DVD case and title.

[iGav]

I give way to those with better sources :D The join really is very good. I have no idea where it is.

I thought it was a single take as well until I read the article in Creative Review such is the seamless nature of the join. :eek: :)

Barnsley, the Flame operator at the Mill is one of the best on the planet, everytime a cool advert appears, and the Mill are the post house, chances are Barnsley is the wickedly talented guy behind it.


Me too!

Called Cog and sits in its nice yellow case.

Good presentation of both DVD case and title.

Me too... I also have a copy of it in a card case :D

I've also got the Honda 'Hate Something' bag they were giving away with the current campaign. :D

If it's free... I'll take two ;) :D heheheh

Of course the daddies of free DVD's are Volvo for 'The Mystery of Dalaro' and 'The Route V50' with Robert Downey Jr. :)

Actually the EPK for the Aston Martin DB9 was pretty special... bound in hand stiched leather. :D

As I said... if it's free ;) heheheh

[stevehaslip]

I thought it was a single take as well until I read the article in Creative Review such is the seamless nature of the join. :eek: :)

Barnsley, the Flame operator at the Mill is one of the best on the planet, everytime a cool advert appears, and the Mill are the post house, chances are Barnsley is the wickedly talented guy behind it.




Me too... I also have a copy of it in a card case :D

I've also got the Honda 'Hate Something' bag they were giving away with the current campaign. :D

If it's free... I'll take two ;) :D heheheh

Of course the daddies of free DVD's are Volvo for 'The Mystery of Dalaro' and 'The Route V50' with Robert Downey Jr. :)

Actually the EPK for the Aston Martin DB9 was pretty special... bound in hand stiched leather. :D

As I said... if it's free ;) heheheh

ahh yes the joys of free things, i'm totally with you there! Also totally with you on the Mill (http://www.the-mill.com). They are responsible for nearly everything that makes you go wow in terms of tv programing and adverts etc,

My personal fav is "Movement" (http://www.beam.tv/beamreels/reel_player.php?reel=yVMrVhQWbH), its absolutely awesome.

[killuminati]

I'v seen it so many times but each time I watch it through, it's so well done. There are some parts that seem unrealistic though. Like the wheel. It gets hit really lightly but somehow is able to roll up that steep ramp.

[robbieduncan]

I'v seen it so many times but each time I watch it through, it's so well done. There are some parts that seem unrealistic though. Like the wheel. It gets hit really lightly but somehow is able to roll up that steep ramp.

The wheels all have weights on one edge of the rim (on the side you can't see) and are balanced on a knife edge. A slight touch and they accelerate under due to gravity pulling the weights down. A bit of a cheat, but it works.

[redeye be]

The windshield wipers!

[jayscheuerle]

The wheels all have weights on one edge of the rim (on the side you can't see) and are balanced on a knife edge. A slight touch and they accelerate under due to gravity pulling the weights down. A bit of a cheat, but it works.

Right, it CAN be done, but it's a shame they used it because it looks unnatural, as opposed to everything else. If it wasn't for that one part, I don't think anyone would question it being all real except for the fact that it's amazing that everything worked perfectly... the 606th time...

Still a great ad.

[mcadam]

The Honda ad is IMHO an obvious rip of 'Der Lauf Der Dinge', shot for shot almost... and that's what caused the divided opinions. Of course 'Der Lauf Der Dinge' didn't invent nor was it the first to visually document cause and effect, one only need look at some of the old silent movies, Tom & Jerry, Wile E Coyote and Roadrunner or even the Mousetrap board game to see that it has been documented and expressed before.




Yup - it certainly is a total rip of from "der lauf der dinge" ("the way things go") by artists Peter Fischli and David Weiss. Maybe not shot for shot though - well, principally it's just one shot, he he, and secondly "der lauf der dinge" is much, much longer. But it's On the other hand the add does include some honda-specific actions - like the crawling windshield whipers (my favorite i think)...

But, the way in which it the Honda ad was expressed... minimal and bare studio, ambient soundtrack, flowing camera tracking is disturbingly similar to 'Der Lauf Der Ding' and a such it's difficult to appreciate and acknowledge the Honda ad for originality or creativity when it is obviously so similar in the way in which it expresses itself.

Personally I think it's a great ad, and has certainly raised an important topic of discussion between the Art and Advertising worlds.


I agree completely with you on both points.

Here's a trailer of"der lauf der dinge" (http://www.tcfilm.ch/lauf_txt_e.htm)

A

[markoibook]

If you want to see the latest Honda ad "Hate Something", I have it on my website here:
www.foylesystems.com/index.php?view=Honda

[anto]

Does anyone know if its possible to download a version of the 2003 advert ?
I saw the original german? 'art' film a few years ago, and it beats this for dramatic tension..and probably sheer hard work. But I like the way car adverts are moving away from boring stereotype macho machine in the wilderness stuff.

[edesignuk]

Does anyone know if its possible to download a version of the 2003 advert ?
I saw the original german? 'art' film a few years ago, and it beats this for dramatic tension..and probably sheer hard work. But I like the way car adverts are moving away from boring stereotype macho machine in the wilderness stuff.
I have it in flash format. Either just click to view, or right lick, save as to download.

So cool! (http://download.yo-momma.net/honda_ad.swf)

[mcadam]

If you want to see the latest Honda ad "Hate Something", I have it on my website here:
www.foylesystems.com/index.php?view=Honda


That is absolutely hilarious. Must be the most bizarre humor ever in a car ad. And very nice 3d animations. I love it. :D

A

[Mike Teezie]

Oh wow, that was seriously amazing!

Put a big, toothy smile on my face the whole time I was watching it.