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This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “
Mysterious coincidences
”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.
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Toyota Prius: Solar Flower
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Toyota Prius: Hybrids
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Toyota Prius: Harmony
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Credits:
a priAgency: Saatchi & Saatchi, Los Angeles
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Honda Insight: ‘Let It Shine’
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Credits:
HONDA ‘Let It Shine’ Television Commercial: 1 x 60”, 30”, 20”, 15” For Europe (incl. UK), Middle East, Africa and Russia. Client Honda Motor Europe, Ltd Chris Brown, Head of Marketing Ellie Tory, Marketing Communications Executive Gemma Sibley, European Brand Executive Agency Wieden + Kennedy Amsterdam Creatives Jeff Kling, Executive Creative Director John Norman, Executive Creative Director Sue Anderson, Creative Director Zach Watkins, Copy Writer Nacho Guijarro, Art Director/Animator Craig Melchiano, Art Director Production Corey Bartha, Head of Broadcast Erik-Jan Verheijen, Agency Producer Ross Plummer, Associate Agency Producer Barrie Williams, Business Affairs Account Service/Planning Lee Newman, Managing Director Jesse Gordon Long, Group Account Director Gemma Requesens, Account Director Frederic Point, Account Executive Katie Dreke, Account Planner Jenny Howard, Communications Planner Production Company Bouffant Erik van Wyk, Director Melina McDonald, Executive Producer Chris Reed, Line Producer Graham Hickson, Line Producer /Assistant Director Tim Pike, Director of Photography Tim Dunn, Light Design @ Gear House Post Production Off-line edit Kobus Loots, Off-Line editor@ Upstairs Post Michelle Barrow, Producer @ Upstairs Post On-line Marco Raposa de Barbosa, Head Flame Artist @ Black Ginger Pheng Sisopha, Flame Artist Neilan Naicker, 3DArtist @ Black Ginger Gabriella Harris, Producer @ Black Ginger Grading Craig Simonetti Music Berend Dubbe and Gwen Thomas Sound Design Rens Pluym @ The Ambassadors Honda Motors Europe and Wieden+Kennedy Amsterdam launch the new Honda Insight Hybrid campaign. The integrated campaign marks the first work for Honda from W+K Amsterdam and is the first in a series of products being advertised under Honda’s new environmental brand platform. ‘Everyone Wants to Be Good’ is set to break across Europe, Middle East, Africa and Russia throughout April. The campaign will launch the Honda Insight Hybrid, which represents the first step in establishing a strong and accessible messaging platform for future environmental product initiatives for Honda. Tapping into a core Honda philosophy that ‘human nature is fundamentally good’, the Insight features the Honda Eco Assist coaching system which helps people drive more efficiently while the Insight campaign touts the line ‘Everyone Wants to Be Good.’ Chris Brown, Head of Marketing for Honda Motor Europe' ‘‘we would like to become the most admired company in the world, and to do this we need to have the most admired brand and communications across our region, EMEAR. This is a continuation of our journey.” Executive Creative Director Jeff Kling continues, “People want to be good and, given the chance, will choose to do good. Honda has given more people the chance to be good by creating an affordable hybrid.” The ‘Let It Shine’ :60 TV spot, directed by Erik van Wyk and produced by Bouffant, will begin with what appears to be the world’s largest LED screen displaying an animated sequence of simple iconographic stories that depict ‘good’. The animations will show hugs and kisses, frowns turned into smiles, and general good will, which is all meant to convey people’s inherent wish to be good. As the animation plays it is slowly revealed to the viewer that it is actually being created entirely by hundreds of Insight vehicle headlights being operated by their drivers. The entire spectacle is set to a bespoke recorded version of ‘This Little Light of Mine’ created by Berend Dubbe. The physical production of the spot was an extreme exercise in mathematical theory. “We first set out to see if it could be done with all real cars,” says Executive Creative Director John Norman. “It was incredible to see the amount of research that went into what it would take to create an actual vehicle grid of that scale. The camera distance, types of lenses needed, and the actual height of the camera were all variables that affected each other and just about everything else. It was an awe inspiring process.” In the end, although the team discovered that the idea was logistically feasible, they were concerned about the carbon footprint that a shoot of that magnitude would leave. After doing the work to see what was possible W+K and Honda made a conscious decision to look at a more environmentally friendly alternative. The result was a fusion of Houdini 3-D modelling software for animation precision, a small number of Insight vehicles for scale and a few hundred Insight headlights. The vehicles and headlights were precisely spaced and wired together while a specially created computer program created the two separate halves of the animations. These animation halves were subsequently married together in post-production. This approach allowed the team to greatly reduce the carbon footprint of the shoot. To further limit carbon output they relied on vehicles already located in South Africa, grouped shipments of props and lights as much as possible, and mandated group transportation of personnel to and from shoot. For further good measure, the shoot’s carbon output that could not be prevented was entirely offset through carbon credits purchased through the Carbon-Neutral Company’s Unity Portfolio. The Unity Portfolio focuses on resource conservation, such as methane capturing and transitioning companies to less carbon intensive fuel sources, in industrial regions throughout the world. In addition to TV, the campaign is also launching with print, OOH and digital. The theme “Everyone Wants to Be Good” is incorporated across the board as well as the iconic ‘Honda Eco’ flower, an integral part of the Honda Insight’s coaching system that rewards good driving. The campaign also marks a shift in approach for environmental advertising. Honda and Wieden+Kennedy made a forward-thinking decision to abandon the use of the colour green in favour of purples, oranges and yellows. The choice to not use green was made to give the campaign standout but also to steer clear of the typical heavy handed ‘green washing’ that is commonly found in the environmental advertising space. The integrated campaign of TV, print, and digital was written by Zach Watkins, art directed by Craig Melchiano and Mark Sloan, and creative directed by Jeff Kling, John Norman, and Sue Anderson, is meant to reinforce Honda’s position as a leader in automotive hybrid technology. |
Volkswagen Polo Bluemotion: Gasstation
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Credits:
Brand: Volkswagen Polo Bluemotion
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Chevy Silverado Hybrid: Wash
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Credits:
Advertiser: Chevrolet
Brand: Chevy Silverado Hybrid Agency: Spotlab Los AngelesArt Director: Jim Ward Copywriter: Mark Tripp Producer: Piper Moretti Director: Michael Moretti Production Company: Blue Magic Films
DoP: Graham Futerfas
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BMW Efficient Dynamics: Freediver
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Credits:
Tagline: Less fuel. More perfomance. Agency: Ireland Davenport Johannesburg Editor: Kobus LootsDoP: Rob Malpage and Didier Noirot Executive Creative Director: Phillip Ireland and John Davenport Creative Director: Phillip Ireland and John Davenport Art Director: Gina King Copywriter: John Davenport Agency Producer: Chantel Kriel Director: Greg Gray Production Company: Velocity Films |
Toyota Prius: Unlitter
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Credits:
Sinopsis: A Toyota Prius drives around the city cleaning up the environment one car at a time.
Advertiser: Toyota Brand: Toyota Prius Agency: Saatchi & Saatchi, Los AngelesEditor: Jucas Spaulding DoP: Graham Futerfas Art Director: Jeni Stewart Copywriter: Mark Tripp Producer: Piper Moretti Director: Michael Moretti Production Company: Blue Magic Films |
Volkswagen Golf BlueMotion: Clean Engine
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Chevrolet: Disappear
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Credits:
Chevy Aveo, Chevy Tahoe Hybrid, Chevy Volt
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Toyota Prius: Monkey
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Honda FCX Clarity: H
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Honda FCX Clarity: O
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Honda FCX Clarity: N
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Honda FCX Clarity: D
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Honda FCX Clarity: A
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Lexus: Missing H
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Credits:
Client: Lexus
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Honda: Problem Playground
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Credits:
Agency: Wieden + Kennedy, London
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Toyota Prius: Prostitute
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Toyota Prius: Killer
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Toyota Prius: Lover
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Toyota Prius: Lights Off
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Toyota: Harmony
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Credits:
Client: Toyota
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BMW: Water
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Credits:
Product: BMW Hydrogen 7 Series
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Letter H
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Credits:
Agency: Dentsu, Toronto, Canada
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Trashed
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Credits:
Client: Honda
Music/Sound Design: licensed track of The Odd Couple.
Arrangement: Elias Music, Dave Gold (Creative Director), Kimo Writer (Arranger) Sound Design: Eleven, Jeff Payne (Sound Design/Mixing) |
Today
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Credits:
This commercial features an invisible vehicle passing through various landscapes - such as tracks on dusty prairies or wafting through big wheat fields. The vehicle eventually reveals itself to be a Lexus Hybrid: a car that is powered to have far less impact on the environment. Client: Lexus Title: TodayAgency: Clemmow Hornby Inge and Partners, London (CHI) Creative Director: Ewan Paterson Copywriter: Angus Wardlaw Art Director: Alexei Berwitz Agency Producer: Ben Clark Production Company: Stink, London Director: Adam Berg Producer: Molly Pope Director of Photography: Jan Velicky Post Production: MPC, London Editor: Joakim Pietras Music: Albeniz - Astorias (Leyenda) Chappell Production Library found by: Pete Raeburn @ Soundtree Music Production Service Company: Agosto, Barcelona |
Toyota: Zero Emissions
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Honda Hybrid Engines: Suicide
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Toyota Prius Hybrid Engine
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Toyota Hughlander Hybrid Engine
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Toyota Camry Hybrid Engine
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Saab - Release Me
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Credits:
Agency: Lowe Brindfors, Sweden
Song: "Release Me" by Oh Laura
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Toyota Prius Commercial
Stills from video click to enlarge
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Mercury Mariner Hybrid - Tree
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Credits:
Agency: Y&R Team Detroit
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Ford Next Generation
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Credits:
Agency: Ogilvy Stockholm
Creative Directors: Björn Ståhl and Andy Dibb
Art Directors: Attila Kiraly and Hasse Elander Copywriters: Björn Persson and Micke Ström
Agency producer: Marcus Sundquist
Directed by Martin Krejci via Stink
Post production/CGI: Glassworks, by Flame artist Tom Sparks. |
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