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The two-minute advert appears as a single, long camera dolly along a Heath Robinson-esque chain reaction arrangement of parts from the car. It is in fact two one-minute chain-reaction sequences, carefully set up on opposing walls of the studio and stitched together, the join being at the moment where the muffler/exhaust box rolls across the floor (this can be seen by watching the floor pattern change). The advert took approximately 20 takes on each of five days of shooting to film[1], and only minimal CGI was used, for lighting highlights and slowing down the motion at one point. The cars featured, one disassembled for the pieces and the other on the trailer, were two of the six hand-built pre-mass production Accords.
The sequence starts with a transmission bearing rolling into a synchro hub. This sets off a cascade of movement; windscreen wipers ’walk’ across the floor, valves roll down a bonnet and carefully weighted tires roll uphill. The advert ends when the power door locks on a complete Accord are triggered, causing the hatchback to close, tipping the car off a balanced trailer and into a final pose in front of the camera. The voice of US author Garrison Keillor queries “Isn’t it nice… when things just… work?”, while the song “Rapper’s Delight” by The Sugarhill Gang plays in the background.
CLIENT: Honda
PRODUCT: Honda Accord
AGENCY: Wieden+Kennedy
DIRECTOR: Antoine Bardou-Jacquet
PRODUCER: Fi Kilroe
RELEASED: 2003 (Television)
DURATION: 120 seconds
June 29th, 2009 at 1:58 pm
loved this ad love honda
February 7th, 2010 at 12:52 pm
umm… I am no