$18M clip

Submitted: Wednesday, May 07, 2003 at 09:07
ThreadID: 4775 Views:2924 Replies:2 FollowUps:1
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Check out this clip for the new honda accord, it took a while to download, but very clever
read text below believe it or not!
This is VERY cool. Nice theme for our stuff, eh? Shame about the AUD$18M it cost to shoot ... Anyway, watch the clip, then read below.

> You will need Flash 6 though.
> http://home.attbi.com/~bernhard36/honda-ad.html
> Lights! Camera! Retake!
> (Filed: 13/04/2003)
> The Honda Accord campaign launched last week looks certain
> to become an advertising legend. Quentin Letts goes behind the scenes
> Six hundred and six takes it took, and if they had been
> forced to do a 607th it is probable, if not downright certain, that one of
> the film crew would have snapped and gone mad.
> On the first 605 occasions something small, usually
> infuriatingly minute, went just slightly awry and the whole delicate
> arrangement was wrecked. A drop too much oil there, or here maybe one
> ball-bearing too many giving a fraction too much impetus to the movement.
> Whirr, creak, crash, the entire, card-house of consequences was a
> write-off and they had to start again.
> Honda's latest television advertisement, a two-minute film
> called "Cog", is like a fine-lubricated line of dominoes. It begins with a
> transmission bearing which rolls into a synchro hub which in turn rolls
> into a gear wheel cog and plummets off a table on to a camshaft and pulley
> wheel. All the parts are from the new Honda Accord - £16,495 to you,
> guv'nor, or £6 million if you want to pay for the advertising campaign.
> And what an amazing ad campaign it is, too.
> Back on Cog, things are still moving, in a
> what-happened-next manner redolent of "there was an old woman who
> swallowed a fly". With a ting and a ding of metal on metal, a thud of
> contact and the occasional thwock, plop and extended scraping sound, the
> viewer watches as individual, stripped-down parts of car roll into one
> another and set off more reactions.
> Three valve stems roll down a sloped bonnet. An exhaust box
> is pushed with just enough energy into a rear suspension link which nudges
> a transmission selector arm which releases the brake pedal loaded with a
> small rubber brake grommit. Catapult! Boing! On goes the beautiful dance,
> everything intricately balanced and poised. Nothing must be even a
> sixteenth of an inch off course or the momentum will be lost.
> At one point three tyres, amazingly, roll uphill. They do so
> because inside they have been weighted with bolts and screws which have
> been positioned with fingertip care so that the slightest kiss of kinetic
> energy pushes them over, onward and, yes, upward. During the pre-shoot
> set-ups, film assistants had to tiptoe round the set so as not to disturb
> the feather-sensitive superstructure of the arranged metalwork. The
> slightest tremor of an ill-judged hand could have undone hours of work.
> Utter silence, a check that the lighting is just right, and
> "action!". Scores of grown men hold their breath as the cameras roll. An
> oil can is tipped and glugs just enough of its contents on to a shelf that
> has been weighted with a Honda flywheel. Some valve springs roll into the
> oil and are slowed to a pace perfect to make them drop into a cylinder
> head assembly.
> If all these technical names are confusing, that is partly
> the point. The advertisement was designed to show motorists all the fiddly
> little bits of engineering that go into the modern Honda. The result, in
> this film at least, is something approaching mechanical perfection and a
> bewitching aesthetic. As car adverts go, it certainly beats the "Nicole!
> Papa!" school of commercial.
> If nothing else, Cog is a welcome departure from the
> generality of car advertisements that feature winding-road landcapes,
> empty highways and clear blue skies. The absence of people from the
> commercial at least saved Honda having to make any regional alterations. >
> It will be able to be shown everywhere from Japan to South
> America, Finland to the Maldives, without any more alteration than perhaps
> a change of the closing voiceover, currently delivered by laid-back
> Garrison Keillor, the American author, who announces: "Isn't it nice when
> things just work?"
> Cog looks certain to become an advertising legend and part
> of its allure is the seemingly effortless way the relay of parts slide and
> touch and roll with such apparent ease. The reality of the film's
> production was slightly different. It was, by most measures of human
> patience, a nightmare.
> Filming was done over four near-sleepless days in a Paris
> studio, after one month of script approval, two months of concept drawings
> and a further four months of development and testing. One of the more
> surprising things about the ad is that it was not a cheat. Although it
> would have been much easier to fiddle the chain of events by using
> computer graphics, the seesaw and shunt of events really did happen, and
> in one, clean take.
> The bigshots at Honda's world headquarters in Japan, when
> shown Cog for the first time, replied that yes, it was very clever, and
> how impressive trick photography was these days. When told that it was all
> real, they were astonished.
> One of the more striking moments in the film is when a lone
> windscreen wiper blade helicopters through the air, suspended from a line
> of metal twine. "That was the first and last time it worked properly,"
> recalls Tony Davidson, of the London-based advertising agency Wieden &
> Kennedy. "I wanted it to look like ballet."
> After that, a few yards and several ingenious connections
> down the assembly line, another pair of windscreen wiper blades is
> squirted by an activated washer jet. Because Honda wipers have automatic
> sensors that can detect water, they start a crablike crawl across the
> floor. It is as though they have come to life.
> As take 300 led to 400 which led to 500, a certain madness
> settled on the crew. Rob Steiner, the agency producer, started talking
> about "our friends, the parts", but in the slightly menacing tone of a
> primary school teacher discussing her charges at the end of a trying day.
> Some workers on the film went whole days without sleep and had to be asked
> to stay away from the more delicate parts of the assembly. Others started
> to have bad dreams about throttle activator shafts and bonnet release
> cables.
> When things were going wrong - a tyre that kept trundling
> off to the left, or a rocker shaft that kept toppling over like a tipsy
> cyclist - the production lads on the shoot would start grumbling that "the
> parts are being very moody today".
> Commercial makers are often accustomed to working with human
> prima donnas but no Hollywood starlet, no footballing prodigy or showbiz
> celeb, was ever as troublesome and unpredictable as the con rods and
> pulley wheels and solenoids that Davidson, Steiner and Co had to work
> with.
> Towards the end of the production, Olivier Coulhon, the
> first assistant director, had spent so many hours in the darkened studio
> that his skin had turned a luminous green and his eyes had sunk deep into
> his Gallic cheeks.
> Antoine Bardou-Jacquet, the commercial's director, kept
> puffing out his cheeks and whinneying, a note of deranged despair
> twitching at the corners of his mouth. Asked how long he had been working
> on the commercial, he gave a high-pitched giggle and replied: "Five years?
> Or is it eight?" It felt that long.
> Two hand-made pre-production Accords - there were only six
> in existence in the entire world - were needed for the exercise, one of
> them being ripped apart and cannibalised to the considerable distress of
> Honda engineers. By the end of the months-long production, the film had
> used so many spare parts that two articulated lorries were required to
> take them away.
> The idea for the advert derived partly from the old
> children's game Mouse Trap, and from the wacky engineering of Caractacus
> Potts's breakfast-making machine in the Sixties film Chitty Chitty Bang
> Bang.
> The corporate suits at Honda liked the idea immediately,
> despite the high costs of production and the fact that it was more than
> twice as long, and therefore twice as pricey, as normal car ads.
> The two-minute version of the ad ran for the first time last
> Sunday during the Brazilian Grand Prix, and brought pubgoers across the
> nation to a wide-eyed speechlessness after the Manchester United v Real
> Madrid game on Tuesday night.
> "It was a painstaking process, a tough experience," says
> Honda's communications manager Matt Coombe, recalling the making of Cog.
> Some of the original ideas, such as one stunt involving an airbag, had to
> be dropped owing to a shortage of new Accord parts or simply because they
> were too hard to set up. And on some takes the process would go perfectly
> until agonisingly close to the end.
> "It was like watching a brilliant footballer weaving his way
> the whole way through a defending team's players, and then shooting wide
> right at the end," says Tony Davidson. The crew resorted to placing bets
> on which part of the sequence would go wrong. Invariably it was the
> windscreen wipers.
> When the final, 606th take eventually succeeded, there was a
> stunned silence around the Paris studio. Then, like shipwrecked mariners
> finally realising that their ordeal was at an end, the team broke into a
> careworn chorus of increasingly defiant cheers and hurrahs.
> Champagne bottles popped. The cylinder liner had brushed its
> nose affectionately against the rocker shaft and the gear wheel cog for
> the last time. The interior grab handles and the suspension spring coils
> had done their bit. A classic was complete. Cog was in the can.
she said you're
not going
down there with
me in here!
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Reply By: Truckster (Vic) - Wednesday, May 07, 2003 at 11:15

Wednesday, May 07, 2003 at 11:15
This has been doing the rounds for few mths now.. General belief is that its bull bleep computer work, not as they say.

How do tires roll up hill, how do several other things like muffler roll for such distances without assistance?

but its not bad
AnswerID: 19344

Follow Up By: bruce.h - Wednesday, May 07, 2003 at 15:40

Wednesday, May 07, 2003 at 15:40
its a piece of bleep to make tyres run up hill all s you do is heavily weight one section of the rim balance that section at the top thus when the first tyre strickes they second the the weight on the rims is driven down by gravity moving the tyre up hill aided by the transfer of energy & momentom from the first & so on for each consecutive tyre hence the need for more than one tyre to get to the top becauce the tyre will only travel as far as the wieghted section needs to get to the bottom of the rim & if you watch closely they look like the rims a buckeled in the way they roll indicating heavey weights
regards bruce
FollowupID: 12176

Reply By: David N. - Friday, May 09, 2003 at 07:39

Friday, May 09, 2003 at 07:39
I'm a born skeptic
I have a son who's a software engineer- we both reckon it's flash computer work and not real- but it makes great advertising and is fun to watch......
AnswerID: 19472

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