PRADO ICES THE COMPETITION IN NEW SPOT VIA SAATCHI'S SYDNEY

@radical.media’s Bruce Hunt said the concept of showing off the acceleration and superior handling of the Toyota Prado by contrasting it with the dangerous beauty of a sliding ice car was fantastic, but the execution on which its success rested was challenging.
The resulting 45 second television commercial, via Saatchi & Saatchi Sydney, has just gone to air and features an ice car designed to look like a generic competitor to the Prado, weaving, sliding and crashing its way through a surreal night time urban landscape, before being overtaken by a PRADO which drives safely off into the night.
Shot at night in Newcastle, the realistic 3D computer graphics of the ice car were created using a combination of a real one and half meter long ice model and life size ice tyre sculptures used in combination with some post production magic.
“A significant challenge in working with ice sculptures is the weight, making it quite brittle and each tyre sculpture took over half a day to create,” Hunt said. “We spent a lot of time looking at how light interacted with the ice model to capture the subtleties of ice to make the danger an beauty of the ice car believable.”
Adds Saatchi's senior writer Tim Brown: "The Prado Ice Sculpture ad is actually a very, very old script. I orginally wrote the script in 1998 with my art director at the time Jonathon Teo and have tried with various partners over the years to get it sold. Therefore they all should be credited: Jonathon and Stuart Robinson as art directors and Jay Furby as writer."
AGENCY: Saatchi & Saatchi, Sydney
CREATIVE TEAM: Tim Brown, Peter Buckley, Jonathan Teo, Stuart Robinson, Jay Furby.
AGENCY PRODUCER: Scott McBurnie
DIRECTOR: Bruce Hunt
PRODUCER: Julianne Shelton
PRODUCTION COMPANY: @radical.media
DOP: Garry Phillips
POST PRODUCTION: Animal Logic