Human’s last effortless effort for NRMA
This was a script from Human, Sydney for NRMA Comprehensive Plus Car Insurance, which had set design written allover it, and Photoplay director Scott Otto Anderson was determined toget the spot as a one-take to make the most out of the effortless idea.
He had just nine days to design and build the moving set, transformingthe couple’s station wagon to their living room, to a hire car and backto the (now-repaired) station wagon again. Rear-projection was just oneof a number of approaches he ended up using, includingforced-perspective set builds, printed flats, miniatures and realprops.
It required ten stagehands to make it work and theproduction designer and the team at Studio Kite did an amazing job topull it together in the time he had, especially given he needed to buyand cut apart two working vehicles to begin with. He needed torehearse, and rehearse, and rehearse some more. All-in-all he did about35 takes of the action, of which only two were good enough for the cut.
31 Comments
I always liked Greidy’s ‘Unworry’ campaign. Why was it abandoned?
I think it’s a really nice spot. Just a shame they insisted the guy put his seat belt on continuously. Found that distracting. Otherwise, liked it a lot.
The flowers are entirely separate to the book case, that’s too funny.
Old Spice technique here we go, bring them on.
I’m in a car
Nice spot. Looks like Human are leaving the account on a high.
Good job.
Please . . . a cheap and cheezy production that looks more like a school play than an ‘effortless’ visual idea.
Looks like a poor man’s Old Spice commercial.
Nice technique obviously done on a budget but the performances are very, very average.
I like it. Yes, the whole one-shot thing seems to be zeitgeist, but at least it enforced the ‘effortless’ idea.
But I don’t like the stage hand wearing a hat. His hat wasn’t black and I could see him.
Beautiful technique.
Without CG, this makes a far more elegant production than Old Spice.
“I’m on a couch”
Can we please ban toy pianos and kiddy singing from adult ads. K’thanx.
Come on. This is nothing like old spice. Its an old technique cheap and hastily done.
it’s shit.
the end
really nice spot, looks like those sections of cars would have been dangerous though
You all act like Old Spice was the first ad to ever do set changes in one ad. This technique has been used several times before and will be used no doubt several times later.
This is a well executed spot and conveys what the product does. That is what advertising is all about isn’t it?
The execution is adequate. The idea…well there is no idea in there really is there.
@ 2:00PM
There’s an idea, even if it is weak. I think this ad uses the scene change technique to exemplify their idea of ‘effortless’. It actually makes more sense than Old Spice using that technique.
*GASP!* Controversial!
If you want to see a truly seamless approach to this kind of thing, watch “Rope” by Alfred Hitchcock.
It was a ‘one take’ so cleverly set up, even the film in the camera was changed without an apparent break in the performance.
Very kind MC, but while I had a hand in writing most of the ‘Unworry’ launch TV, print and radio, it wasn’t my campaign.
Spoken like a true gentleman as always Mr Reid.
Nice work otto, the transitions are great, is that really rear projection or green screened?
Sorry but if Greidy was such a gentleman he would have credited who’s campaign it was, lol.
Like it.
makes me sleepy.
Oooof! Smells like teen spirit . . . and that’s not a good thing.
Lo-Fi, Low Budget, Low Brow, Low Bid we reckon.
wow a great spot. nothing to do with old spice though as that’s a comedy monologue piece – the sets just function to tell the story of monologue, a totally different idea.
Looks awesome.
Idea is strong though defiinitely not one to be compared to Old Spice. That baby is no Isaiah Mustafa.
Also looks like someone is bitter about losing a pitch to a more capable director.
Good spot.
But how can they claim ‘best’ car insurance?
Shows what happens when you can go to air for one State without FACTS approval.
This would never be approved for a national campaign.
Ad Guru – as superfluous as claims like “Best Car Insurance” are, I am guessing the two points of the ad being unlimited car hire and return service is what they are basing it on.
Also I would assume in order to air anything you need FACTS approval. And if it’s anything to do with NRMA then I assume the same ad will be running in WA and SA as well – thus a national campaign.