Rube Goldberg and Honda Accord

Last week we saw a great Japanese commercial of a "xylophone" in a forest, and read that it took 4 days to setup and get a successful take for the video.

That might seem complicated, but perhaps nothing will ever match the Honda Accord commercial.  It is called "Cog".  The team created a Rube Goldberg-type machine using actual parts from an Accord (actually, two).  In the end, the commercial required over 600 takes over a week to get it right... this after six months of planning, with total budget of $6 million.  It was created in 2003 by London agency Wieden & Kennedy.

No, there is no CGI here either, although the tires rolling uphill make people skeptical.  It *is* possible using clever weighting.  Final voiceover by Garrison Keillor.  However, although it appears that it was one long shote panning with the action, it is two shots linked together.

Honda followed-up with this commercial in 2006, but although neat, just can't compare to "Cog".  In this video, a 60-person choir makes the sound effects for driving a Civic.  Keep it up, Honda.

Xylophone in a Forest

OK, perhaps I was a little over-eager to declare the U.S. as video marketing kings after the tear-jerking Google ad.  Here is a great ad from NTT Docomo, a mobile phone service provider.  Not only does music again play an important role, but actually is at the core of the "plot".  (J.S. Bach:  Jesu, Joy of Man's Desiring)

The YouTube comments clarify that it took 4 days from start to finish, and no CGI was used in the final result.  It's a great contrast to the cityscape time-lapse video too - nature oriented, minimalistic rather than bombastic.  Great result.