Monday, May 08, 2006

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

28 Comments:

Anonymous Anonymous said...

nice. fuckers.

8:56 AM  
Anonymous Anonymous said...

Excellent. Now back to my Depends brief ...

9:17 AM  
Anonymous Anonymous said...

awesome. well done boys.....

10:18 AM  
Anonymous hendo said...

Ice car commercial guys.

11:06 AM  
Anonymous hendo said...

Really ice.

11:08 AM  
Anonymous Anonymous said...

left me a little cold

11:29 AM  
Anonymous Anonymous said...

bit like the VW ambient. eh?

11:37 AM  
Anonymous Anonymous said...

what was it for? nice effects

12:35 PM  
Anonymous Anonymous said...

11.37 am...

bit like that swan shaped ice sculpture at your cousins wedding. eh?

1:42 PM  
Anonymous Anonymous said...

That was just the ice-ing on the cake for me. I'm going to seriously consider considering a Toyota if I ever considered considering buying a 4WD.

1:50 PM  
Anonymous Anonymous said...

Good effects. Nicely put together, just like Band of Brothers. Where is it Reardo?

2:22 PM  
Anonymous Anonymous said...

Thumbs up!

2:58 PM  
Anonymous Anonymous said...

Really nice, couldn't help thinking the ice car looked a bit like a Toyota Landcruiser though (especially in the last shot as it's overtaken).... ooops...

3:01 PM  
Anonymous Anonymous said...

Nice idea. Kind of average execution. Too many wide, obviously fake CGI shots. Also, the slipping and sliding seemed like fun instead of something to be avoided.

3:10 PM  
Anonymous Anonymous said...

Hey. Executionally Band of Brothers is excellent.

4:17 PM  
Anonymous Anonymous said...

fantastic stuff. What car is it for again?

4:36 PM  
Anonymous Anonymous said...

A decent ad for a real client, but for mine the Landcruiser spot I saw the other night is better. Too many car ads, especially Toyota, seem to rely on CGI these days. The food chain idea for Landcruiser, by contrast, relied solely on the strength of the idea.

6:02 PM  
Anonymous Anonymous said...

Only 17 people from Saatchi who have logged on to promote this otherwise everyday ad. Noby must have only sent the message to the creative dept. Come on the rest of the agency, log on & we'll hype it to Cannes Contention!

8:02 PM  
Anonymous Anonymous said...

8.02
Do you really think the Cannes judges give a flying fuck what a bunch of bloggers on the other side of the world think? You flatter yourself.

11:06 PM  
Anonymous Anonymous said...

like most of the saatchi work for toyota it has no foundation. is the toyato meant to better than a car made of ice? we fucking hope it is. just by saying every other product is crap doesn't mean yours is good. a simple demonstration ad like an audi towing a water skier - now that's class.

11:54 PM  
Anonymous Anonymous said...

solid attempt but... it falls down on a few levels:


1. is ice a problem in australia? it doesn't even snow much in australian ski resorts let alone in the major population areas.

2. most modern 4wd's cope with ice, snow etc really well, wouldn't a better comparison have been with 2wd drive cars?

3. one of the ice images looks like a range rover, at least on this small screen. i don't buy that toyota has better technology.

1:48 AM  
Anonymous Anonymous said...

thanks tim.

beautifully executed.

pay ya back soon.

jf.

3:27 PM  
Anonymous Anonymous said...

Oh my god, was that the real Furball blogging?

10:13 PM  
Anonymous Anonymous said...

Anyone know where the fuck stuart robinson is? i heard Siberia or something.

7:58 PM  
Anonymous Anonymous said...

niet.

he is in russia.

12:58 PM  
Anonymous Anonymous said...

More information please.

1:59 PM  
Anonymous Anonymous said...

Saatchi & Saatchi Moscow, teamed with Jason Romenko.

12:52 PM  
Anonymous Anonymous said...

Stuart Robinson is now ECD of Saatchi Russia and Jason Romeyko is ECD for Saatchi Poland and Eastern Europe.

12:33 AM  

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