“A visual feast. For the audience in 1979 this was as close to sci-fi as you could get. It was like watching two minutes of the Star Wars movie – no one had seen anything like it before. The ad also makes it seem like lots of care has gone into building the cars.”
One evening in 1979, television viewers who hadn’t gone to the loo in the middle of News at Ten saw something very unusual, a commercial break completely taken up by one ad. It was a two-minute triumph showing a car being put together in a factory, and not a dirty blue overall in sight. The original idea for an ad to promote the new italian car was to use smoke coming out of the Vatican as a sign that a new car had been born. But at the drawing board, writer Paul Weiland remembered an item he had seen on the tv show Tomorrow’s World about the Fiat factory in Italy where cars were put together by robots. He tracked the footage down and decided it could form the basis of the new Fiat campaign. “In Europe the car was called the Ritmo, so I thought… what kind of music can I put with this?” recalls Weiland. “My knowledge of classical music was zilch but I remembered something called Figaro and thought: Figaro sounds like Ritmo! I put this music to it and everyone thought it was great…” If that part was easy, the filming of the commercial turned out to be a nightmare.
Ironically, when the production team led by the director Hugh Hudson arrived at the Fiat factory in Turin to shoot the film they had to run a gauntlet of pickets and burning tyres lit by workers protesting about robots taking their jobs. “When we arrived there, there was a strike, and we got locked in to the factory” recalls director Hugh Hudson. “We were locked in nobody operating, just someone to press the button. All the workers were out but we were in making the film…” “The commercial was quite expensive at that time, around 300.000 pounds” add Paul Weiland, “but they probably lost about seven million in production, because every two seconds we were having to stop the machines!”
The finished ad had no voice over and ended on a simple caption “Handbuilt by Robots”. Many ad makers believe its intelligent combination of music and camerawork make it one of the best TV commercials ever shown in UK.
Advertising Agency: Collett Dickenson Pearce
Copywriter: Paul Weiland
Art Director: Dave Horry
Director: Hugh Hudson
Production company: Hudson Films
Happy New Year from BRUSSELS AIRLINES
Happy New Year from DISCO SUPERMARKETS
Happy New Year from DURACELL
Happy New Year from DUREX
Happy New Year from TMB (Metro de Barcelona)
Happy New Year from ALKA SELTZER
Happy New Year from AUDI
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Happy New Year from BARILLA
Happy New Year from YES Tablet
Happy New Year from MIKADO
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Happy New Year from BMW
Happy New Year from O.B.
“Advertising’s always been about using entertainment to push a product and nowadays there are so many more channels to engage with people” – Andy Fackrell, Executive Creative Director 180 Amsterdam
UNSTOPPABLE was created in 2008 by 180 Amsterdam to advertise BMW Motorrad motorcycles. The campaign emphasized the GPS device on the bikes by encouraging riders to use it to create “drawing” via the Google Maps website. Instructions for taking part were given on a website, which explained how users could begin by mapping out their drawings on the site.
Coordinates were then supplied, which, when trasfewrred to the bike’s GPS device, would instruct participants where to drive in order to create their drawing o the map. The website also offered a section where users could upload their journeys, photographs and film to share with others.
One of four films from BMW’s new campaign about GPS drawing. See the rider write ‘unstoppable’ on a map of Montevideo, Uruguay. Featuring motorcycle globe rider Sebastian Klein and the new BMW F650GS
One of four films from BMW’s new campaign about GPS drawing. See the rider draw a sailboat in Cabo Polonio, Uruguay. Featuring professional motorcycle rider Dirk Thelen-Farber and the new BMW F800GS.
One of four films from BMW’s new campaign about GPS drawing. See the rider draw a bridge off-road north from Rocha, Uruguay. Featuring professional motorcycle rider Dirk Thelen-Farber and the new BMW F800GS
One of four films from BMW’s new campaign about GPS drawing. See the rider draw scissors on a map of Montevideo, Uruguay. Featuring motorcycle globe rider Sebastian Klein and the new BMW F650GS.
Usually, when someone sneaks up to a rich guy’s house and drives off with a Porsche, it’s a reason to call the police. This time, it might be a reason to call an auto dealership. In a clever spin on direct mail for Toronto’s Pfaff Automotive, Canadian agency Lowe Roche photographed one of the dealership’s Porsches in the driveways of affluent homes, then used each image to create an ad left at the home where it was shot. The headline: “It’s closer than you think.” The result, according to the agency’s case study video below, was a 32 percent response rate to a site where recipients could schedule a test drive. Direct mail is typically about hitting as many people as possible for as low a cost as possible, but this creative idea shows that for luxury brands, a smaller effort can sometimes go a long way.
Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Dave Douglass, Pete Breton
Art Director: JP Gravina
Copywriter: Simon Craig
Video Production: Motion Pantry
Director / Cameraman / Editor: Dean Vargas