Sadly most TV ads these days look like they are as a result of some crowd-sourced exercise where the entire thing was shot on a Nokia N72. But that is not the case with this Amarok ad. The production values on this are refreshingly sharp and professionally done. Thank goodness. We were worried that the industry had stopped making decent advertising.
Now more than ever is the time to haul out the big guns.
For Ogilvy Cape Town’s ambitious new television commercial for the Volkswagen Amarok bakkie, an entire museum set, modelled on Washington’s famous Smithsonian, was built inside Cape Town Film Studios.
Velocity Films created from scratch a planetary backdrop and five diaramas – showing dinosaurs, early mankind, the first flight, the moon landings and a robotic future and they imported 130 tonnes of sand and 26 tonnes of rock to create the interior terrain for the exhibits over which the Amarok would traverse behind the back of an unsuspecting cleaner.
Very detailed post-production work over five weeks delivered a highly credible museum look and feel.
Creative director Jacques Massardo believes all the effort was worthwhile as the finished commercial provides an unexpected, striking and amusing way of highlighting the technological innovation and smart, tough capabilities of the Amarok.