Love it.
TV

It's a superb advert, but the link article is a bit over-the-top. It says there are no computer graphics or digital tricks. However, parts of the 'mousetrap' break the laws of physics. Notice the tyres rolling UP the see-saw ramp for example, or the head-rest rolling along the floor. (it would actually stop after one rotation). This was obviously 'faked' in post-production.

Still good though

Meow Purr.

Why the most expensive?

6.2 million for 90 sec's....

I agree about the tyres rolling upwards, that bit confused me.

Good commercial though, inventive to say the least

Couldn't that be achieved using weight distribution?

Considering that the tires never make a full revolution, only a partial one, yes the weight distribution idea is probably exactly how it was done. Rather simple all in all.

Also it does not seem there was any computer graphics or editing involved. At least not the way some people think.

http://www.snopes.com/photos/advertisements/hondacog.asp

Kevin A.

lol! the lengths they'll go to just sell a product, cool add none the less.
kinda kept ya fixated to see the final out come, all part of the marketing strategy i'd say.

But $6.2m for 90 secs ...tis only peanuts to Honda anyways.

also sony.. have you seen their ads for their Sony Bravia..

No. Gotta link?

Amazing ad... amazing if it had no computer graphics at all.

And that doesn't include the money they must spend on "air-time" to have it shown on television

The Paint Ad
http://www.youtube.com/watch?v=GURvHJNmGrc

The Paint Ad Behind the scenes
http://www.youtube.com/watch?v=Gz0Zadr0_Kc

They used Paint.. a pretty expensive ad too.

Imagine.. they use 70,000 liters of paint.

Snopes says it's real... http://www.snopes.com/photos/advertisements/hondacog.asp

I still don't get it? i'm an electrical mechanical engineer, the ad's fantastic but not hard to do, a group of 3rd year engineering students would have this up and running in a week. there's many ways to make the wheels go up the ramp but the juddering movement makes me think this was done with stop start photography, now if the whole sequence was done with animation this would explain the 6 million.

I think the $6 million figure was for the entire campaign, including ad space, air time etc.

Things to take into consideration:

Rental of studio per hour or daily rates
hiring lighting manager and assistants daily rates
hiring production manager and assistants daily rates
hiring director daily rates
paying for genius to set up
paying per hour for that person's time
paying for certain equipment used
paying cameramen (probably used 4 here) daily rates x4
paying or food for entirecrew at any breakfast, lunch, dinner breaks
paying for the announcer (voice over)
paying for audio studio for announcer
paying audio engineer
POST production
paying for editing suite (eh, typically $500- $750 per hour depending on city and what is available in the studio)
paying for editing
paying for outside creative sources

I could go on and on but I'm stopping there....just a general idea Jody

True. I believe the going rate for one 30 second commercial during the Superbowl (IN GAME - not Pre-game or post-game) is up to 3 million right now. Jody

Sorry I looked it up and it seems ONE 30 SECOND AD has only reached $2.6 million (my bad)

source

Well at least they spent all that money on creative and entertaining, not like so many others that are stupid and annoying! Good one!

If I understood football more, I wouldn't watch the "Super Bowl" just for the commercials....

nope.. it was done with no computer-generated animation.. it was expensive because they had to disassemble 2 hand made accords which is only 6 in the world.

right on sweetie!

I never said there was any computer generated animation?

If it was possible for a wheel rolling up hill to transfer it's energy with equal force to the next wheel, the holy grail of engineering's been found perpetual motion.