No CGI this time...Honda Commercial

Otto Rehhagel

macrumors regular
Original poster
Jan 21, 2005
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0
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

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)
 

Otto Rehhagel

macrumors regular
Original poster
Jan 21, 2005
112
0
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.
 

Vector

macrumors 6502a
Feb 13, 2002
835
1
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

macrumors regular
Original poster
Jan 21, 2005
112
0
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

macrumors P6
Oct 20, 2002
16,570
0
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

Moderator emeritus
Jul 24, 2002
24,492
13
London
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 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

Moderator
Staff member
Sep 2, 2004
15,725
447
The Centennial State
jayscheuerle said:
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...
 

Blue Velvet

Moderator emeritus
Jul 4, 2004
21,652
123
robbieduncan said:
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...
 

4409723

Suspended
Jun 22, 2001
2,222
0
robbieduncan said:
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

Moderator emeritus
Jul 24, 2002
24,492
13
London
Blue Velvet said:
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.
 

Blue Velvet

Moderator emeritus
Jul 4, 2004
21,652
123
robbieduncan said:
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 from The Telegraph about the making of it.
 

virus1

macrumors 65816
Jun 24, 2004
1,194
0
LOST
Otto Rehhagel said:
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

macrumors G3
Mar 9, 2002
9,025
1
jayscheuerle said:
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

macrumors G3
Mar 9, 2002
9,025
1
robbieduncan said:
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

Moderator emeritus
Jul 4, 2004
21,652
123
iGav said:
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 article claims it was done in one take. More spin?
 

iGav

macrumors G3
Mar 9, 2002
9,025
1
Blue Velvet said:
Aha!
I had heard that this was so... but this 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

Moderator emeritus
Jul 4, 2004
21,652
123
iGav said:
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