Hot Wheels Film COPS & ROBBERS by Ogilvy & Mather Kuala Lumpur

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Industry Toys
Media Film
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Director Ong Shi Ping, Andrew Crocker, Gavin Earle Simpson
Producer Diana Quen
Account Supervisor Amy Yep
Production Post Production Office
Released March 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: HOT WHEELS
Product/Service: MATCHBOX TOY CARS
Production Company: POST PRODUCTION OFFICE, Hong Kong, HONG KONG
Date of First Appearance: Mar 12 2010
Chief Creative Officer: Gavin Simpson
Creative Director: Gavin Simpson
Copywriter: Andrew Crocker/Gavin Simpson/Ong Shi Ping
Art Director: Ong Shi Ping/Gavin Simpson/Andrew Crocker
Agency Producer: Micheal Soo/Fai Goh/William Chan
Account Supervisor: Amy Yep
Producer: Diana Quen
Director: Gavin Simpson/Andrew Crocker/Ong Shi Ping
Account Manager: Sharon Khor

English Description
Matchbox cars enable children’s imaginations to believe that they are actually driving the cars themselves. As kids, all of us have been playing with our Matchbox cars, imagining a car chase that results in a massive car crash. Or pushed a fire engine toy car as it races across the floor to a fictitious fire somewhere in the playroom. This is why kids all over the world make noises whenever they’re playing with Matchbox cars. The roaring of engines, the screeching of tyres, gears changing, or the whirling of sirens. With this in mind, we’d like to capture what it’s like to be a kid when they play with Matchbox toys by using real truths. We want to sound like them, while showing what’s going on in their minds. The campaign will be executed very simply and very cost effectively by using previously shot library footage of real cars. We’ve already sampled some examples of the footage through Getty Images; scenes such as a car chase scene, fire engines, and racecars on a track. Basically they need to be typical scenes that kids act out. Over the top of this real footage, we will hear the sounds of kids mimicking the car’s noise: the engine revving, tyres skidding around corners, gears changing, emergency vehicle sirens and car crash noises.