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Grip : GRIP January 2012
MARKETING GRIP a Brumby Ute and an old L-Series 4WD wagon. Fortunately, the Subaru owners we approached were very happy to have their cars used in the commercial. Having gathered our cast we scouted locations and decided on Lake Bathurst near Goulburn in rural NSW. So, with the concept settled, the cast assembled, and the crew of 50 booked, we headed to Narellan (southwest of Sydney) on day one to shoot the interior car wash sequences. A brand new car wash graciously accepted our plan to remove half their glass panels to facilitate lighting and cameras. One film unit started shooting in the car wash, the other headed for a cloudy Lake Bathurst to set up for the first driving sequences. While overcast skies are not the first choice of cinematographers, they do provide an even light that’s easy to manipulate during colour grading - so the weather wasn’t a significant factor. Despite views to the contrary, there are very few cappuccinos served on location, and while catering is provided, it has a purpose. Meals are served to crews (sometimes in excess of 50 people) in remote locations, enabling them to keep working. And work they do, setting up for the first shot before sunrise; getting two or three shots in the “can” before breakfast; another four to six sequences shot prior to lunch; about an hour to eat and plan the afternoon, then shoot, shoot, shoot through to sunset. They then pack up and head back to a motel somewhere for a late dinner spent reviewing “rushes” (video of shots taken during the day) to identify any missed shots or eliminate redundant scenes. We shoot both on 35mm film and video. The film is used in the end product, while the video is used for quick playback to make sure we’re getting what we want - at over $100,000 a day, mistakes are expensive. Most contemporary TV commercials feature computer-generated effects. These days you can create almost anything on a computer. The XV commercial has some, of course, with the moving car wash being a two-metre model that was later added digitally. But the XV commercial had comparatively little computer enhancement, with the cars actually driving up the back of a moving car transporter to simulate the moving car wash. As with all commercials there’s weeks spent in preparation, only three to four days on location photography, and then weeks again in darkened edit suites ruminating over the shade of a cloud, the tinkle of ivories and the pronunciation of a syllable. Edit suite air sometimes crackles with tension as conflicting ideas are battled through, however, the creative team of Pete Buckley and Tim Brown combined really well with director Bruce Hunt and the Subaru team to produce a collaborative result. The lack of creative “hierarchy” often prevalent in many large agencies is absent with this team and it shows. The resulting lack of preciousness delivers an ex traordinary result that everyone takes pride in “owning”. And unlike 1982, there were no mishaps with cars on trucks, just a little damage to my Forester S-Edition during rehearsal for a water effect seen as the XV exits the carwash. Oh well, it wouldn’t be a TV commercial without some element of drama! Enjoy the new Subaru XV; it’s all the best, from Subaru. * I always wanted to start a story with that line! mAkiNG OF A LEGENd ... cONt. From page 7 INSIDE GRIP HOME PAGE FROM THE MD XV COMMENT PARTS & ACCESSORIES AFTERSALES MARKETING NEW SUBARU XV WHAT’S IN THE PRESS BRAND COMPARISON DEALER RANKINGS SPORT
GRIP December 2011
GRIP February 2012