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18/11/2003

MPC post 'Everyday' Honda Civic spot

Ivan Zacharias of Stink has directed Honda’s new Civic spot, 'Everyday', for Wieden and Kennedy, with compositing and telecine carried out at MPC.
The 60-second spot celebrates the everyday, practical items that one takes for granted. It contains imagery following the daily routine of an office worker from early morning alarm call (clock), to breakfast (toaster), driving through the commuter rush (Honda Civic), lunch in the workplace (straw), the journey and arrival home (key), followed by popping the evening cork (bottle opener), before resetting the alarm clock ready to repeat the same schedule the next day.
The objects shown, all of which are taken for granted during the course of the day, illustrate brilliantly simple pieces of engineering design, exactly like the machinery making up the engine of the Honda Civic itself.
The mood is set by the everyday sounds made by each of the featured tasks carried out during the day.
Lead Inferno artist, Christophe Allender, created invisible effects and added lens flare around some of the key images, including the toothbrush and in the lift. Other subtle effects included compositing in additional elements, such as the time onto the alarm clock.
Jean-Clement Soret, who was named 'Best Colourist' at the recent BTA Craft Awards, graded the commercial on Spirit. Soret worked closely with both Director Ivan Zacharias and Director of Photography Jan Velicky to achieve a subtle yet realistic feel to the everyday images.
To differentiate between each of the daily events shown in the spot Soret used slight colour changes between each sequence of shots. Also, as many of the backgrounds are in shadow, Soret had the opportunity to experiment with stronger blue and yellow colour references.
(GB)
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