World’s most expensive commercial Advertisement

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World’s most expensive commercial Advertisement

This Advertisement for the new Honda Accord was shot in real time with no CGI involved in the sequence. It required 606 takes and cost $6 million to shoot and took 3 months to complete.

The equipment was so precisely set up that the crew literally had to tip toe around the set for fear of disturbing things, which led to some unexpected problems. "As the day went on, the studio would get hotter," says Steiner. "It meant that the wood would expand and the cog or exhaust that spins around would move slightly faster." These tiny changes made big differences to the precision set-up of the equipment......

.....The sequence where the tires roll up a slope looks particularly impressive but is very simple. Steiner says that there is a weight in each tire and when the tire is knocked, the weight is displaced and in an attempt to rebalance itself, the tire rolls up the slope

Credits:

Director: Antoine Bardou-Jacquet

Production Company: Partizan Midi Minuit

Agency: Wieden & Kennedy

Agency Producer: Rob Steiner

Agency Creatives: Matt Gooden & Ben Walker

Post Production: The Mill

Producer: Fi Kilroe

Flame: Barnsley

Flame Assistant: Dave Birkill