advertisement british television cinema advertisement launched promote seventh generation accord line cars follows convention machine utilizing chain parts taken accord developed million marketing campaign partner pieces sense everyday broadcast later year piece produced budget million directed seven month production contracting mill handle post production second final cut broadcast british television april commercial break itv coverage brazilian grand prix campaign successful critically financially domain saw web traffic hours television début automotive brand received entire month branded content attached interactive television accessed people people followed request accord dvd copy advertisement media reaction advertisement equally independent described creating water cooler conversation year daily_telegraph believed certain advertising legend high cost second slots televised commercial breaks meant version broadcast handful times united_kingdom australia sweden despite limited run regarded groundbreaking influential commercials 2000s received awards television advertising industries commercial history success persistent accusations creators sequence opens close transmission bearing rolling board hub hub turn rolls gear wheel falls board wheel camera tracks slowly left right following chain reactions gallery space complexity interactions increases commercial progresses growing simple collisions release cable scales constructed multiple carefully balanced parts swinging mobile suspended glass windows later sequences begin use accord electronic systems automated water sensors attached blades start crawling floor door door mirror indicator automated window let pass majority takes place complete silence sounds coming collisions pieces broken activation player accord begins playing single rapper delight sequence ends button electronic key pressed closing fully assembled accord carefully balanced trailer car rolls trailer stops cover bearing accord narrator asks isn nice things work screen fades white piece closes logo brand motto power dreams production background sales products europe decline company position number japanese automotive company toyota taken european consumers perceived brand cars lesser quality produced european manufacturers survey quarter respondents wouldn dream buying car climate kennedy proposed new advertising strategy based company japanese motto power dreams stated goal campaign increase share market percent years change public image brand dull functional warm consumer friendly lower marketing budget predecessors demanded series promotions united_kingdom adopted explored dream like scenarios television campaign explicitly introduced premise campaign asking happen world favourite word okay replaced pieces campaign order seats bus lane television big radio progressively surreal featured ranging traffic cone leopard fur trees growing traffic lights branches creative director proposed new television cinema advertisement promote seventh generation accord line recently rolled europe japan advertisement based complex chain reaction moving parts accord approved given working title pre production walker working portfolio included world record holding second advertisement produced depression awareness booklet pair approached rough low budget second trial film inspired children board game breakfast making machine film swiss art film der way things executives intrigued demanded cut actual automotive parts giving permission ahead scale project approved budget million recruited london based team logistics shoot detail team comprised engineers special effects technicians car designers sculptor spent month working parts accord design advertisement set finalised approval script took month insisted specific accord features door wing mirror indicator rain sensitive appear final cut company planned highlight features sales hired direct piece known directing award winning music videos including child number air feel filming wanted compose advertisement little computer generated imagery possible believing final product appealing audience end set months aside creation hundreds conceptual drawings detailing possible interactions parts months practical testing development testing phase script broken small segments comprising interactions ideas deemed testing crew explosions collisions rear sections car abandoned remaining segments slowly brought final sequence developed final cut consists continuous second shots taken later post production appears moment rolls floor days filming required shots days minute long section filming sessions lasted seven hours work parts needed positioned accuracy sixteenth inch despite detailed instructions derived testing period small variations ambient temperature humidity settling dust continually threw movement parts end sequence early took minutes day initial transmission bearing roll correctly second testing filming takes needed capture final cut team hand assembled roll trailer end advertisement stripped parts sections early scripts abandoned total certain accord components time production finished accumulated spare parts filled articulated post production needed limited post production work decision early computer generated imagery possible reduce work required specialist flame editing tool real mill spent lot time set filming advised film crew particular sections accomplished easily filming manipulating image constant movement components camera difficult achieve seamless transition second shots sections required minor video editing frame stay closer action removal wires highlighting spray water adjusting pace dramatic purposes release reception schedule aired british television sunday april filled entire commercial break itv coverage release widely remarked media articles appearing daily_telegraph independent guardian tabloid papers day debut website received hits time history overnight second popular automotive website second version advertisement aired times days initial screening slots chosen maximum impact high profile sporting events football match version aside favour second second variations continued air weeks shortened versions use newly introduced interactive options television network viewers encouraged press button remote control bringing menu allowed viewer second version advertisement menu options included placing order free documentary dvd dvd included insert million newspapers week commercial contained making documentary featuring interviews scenes footage production process virtual tour accord original music video rapper delight illustrated guide parts shown interactive second versions proved hugely successful people menu option spending average half minutes dedicated advertising area significant number watched looped second version minutes opened menu requested dvd data collected interactive option arrange number test drives expansion campaign worldwide market number logistical difficulties cost airing second commercial proved markets combined use different advertising agencies different regions relative autonomy business units marketing decisions meant screened selected markets united_kingdom sweden australia cinemas handful countries markets including united_states way audiences piece internet handful unpaid broadcasts news channel review programmes traffic websites weeks downloaded million people mid number twice estimated people united_states voluntarily chose watch commercial financial terms unprecedented success spent network achieved greater response previous million direct campaign sales vehicles united_kingdom jumped percent despite lower marketing public relations spending company increase prices relative competitors visits rose average month percent resulting purchase compared percent campaign credited increasing revenue nearly accusations shortly appeared television received letter creators art film der film known advertising industry creators approached times offers right use concept declined letter pointed similarities work warned agency considering legal action basis film content false impression endorsed use interviewed magazine pair clear wished consulted advertisement given permission asked media publications quickly picked story asserted process litigation car manufacturer comparisons case british director complained drinks allegedly work anticipation campaign brand stout matter complicated fact kennedy acknowledged film served inspiration distributed copies work script writers ultimately file lawsuit kennedy awards despite lingering shadow accusations drew unprecedented critical acclaim received awards commercial history awarded commercial 33rd awarded commercial jury gave piece highest score commercial recorded jury chairman commented opinion best commercial seen years awarding silver awards president elect said piece entrances engineering quality quality thinking leaves smile having swept majority award ceremonies advertising community date widely believed favourite industry award chief competition thought sheet metal saturn automobiles held disadvantage chairman cannes voting jury founders kennedy firm responsible creating tradition holds bad form chairman jury vote piece agency result cannes surprise longest judging period festival history went event favourites instead jury awarded prize lamp advertisement directed chain furniture stores voted second british ear tennis xbox video game console chief speculated reasons outcome debate surrounding told couple people jury told reason didn win cause didn want seen awarding people corners said copied legacy advertising popularity recognition received led number companies create pieces similar vein parody simply explore design space works deliberate parody advertisement assistance service summer parts replaced tractor wheel space impetus provided runners works created advertising agency written directed previous work included spots oscar nominated short film refused permission copy guidelines prevented second works spots appearing british television instead shown online promoted works went win number awards right including categories creative circle awards bronze award club asked received permission kennedy produce television advertisement style advertise coverage football events local radio stations directed produced shows pieces sports equipment team shirts knocking sequence versions broadcast tailored advertise local station pleased gain extra publicity managing director kennedy london commented happy time bbc runs person watches thinks campaign magazine listed balls sony line high definition imitated commercials recent times pieces believed draw inspiration piece breakfast second animated advertisement advertisement football coverage point advertising stout asked similarities point executive creative director advertising agency replied knew similar places executive creative director look things like decision fact huge internet campaign meant thought wasn near outside advertising inspired number creative outside advertising industry including elaborate world record attempt minute introductory trailer bbc california requested permission use training regime demonstration importance attention detail discussion example confluence art advertising example inspiration versus ongoing included video art installation cinema round britain gallery london focus panel discussion modern retrospective work piece created sense advertised company integrated motor system hybrid car technology deliberate steps taken distance spot metaphor promotion focusing technology contention animated second spot time returned home triumphant defeating singing rain golf pilot bring home prize went direct advertisements kennedy choir created help fellow team members released
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