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The $6 Millions Honda Accord Advertisement

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This one is a little old now, and you've properly seen it. but it's worth another show.

This Advertisement for 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

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


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