99 Cameras !!! Toyota Uses Every Single Camera Trick In Ad, In what seems to be a filmmaker’s love letter to his craft, a Toyota Corolla commercial pays tribute to the exploding technological world of cinemtography by using just about every camera tool in the book to shoot it. From GoPros (on a turtle no less) to Octocopters, bullet time with DSLRs, and radio controlled camera cars, the ad shows off the technology we’re all obsessed over as the car drives through them. And it’s marvelous. The filmmaking team for Toyota of Canada, set out to feature as many different filming techniques it could to showcase the new Toyota Corolla as it drives down a highway. Using nearly 100 cameras in the process, the team used jumping RC cars, handheld camcorders, what looks like a balloon-mounted cinema camera (with a Leica Red Dot lens, no less), a bank of dozens of Nikon DSLRs, which shoot in sequence for a bullet time effect, and even more professional grade camera truck sleds, a cool high speed camera rail which does a roller coaster like shot. But while the video does provide a lovely overview of the various tools we filmmakers have at our disposal, some ponder whether it was, while cool, rather counter-productive. “Does anyone think that commercial, while interesting, does anything to sell the car,” one viewer wrote in the Photo.net forum. “Seconds after watching that spot, I cannot even recall what the make and model of the car is.” I don’t think that’s really the case, considering the logo is all over the end of the ad, and the announcer reminds the audience, “Corolla, like you’ve never seen it before.” But there’s no denying that the star of the piece isn’t the car, per se, but the tools used to image it. The primary purpose of commercials is marketing to create brand recognition. Not to sell cars. o why do a car commercial where the star isn’t the car itself, but the means of which to shoot it? Well one forum poster seems to think that it has to do with the Corolla getting rather long in the tooth as a brand for it’s target demo – namely 20-30 year olds. “… the Corolla will never be cool, and no 20-30 year old will drive it unless they have to,” writes Michael Chang, “and this is the reality Toyota wants to change.” Chang goes on to reference sales figures that seems to support his theory. And if true, what better way to do it than to highlight a cool industry that is used to create the ad? It certainly makes it memorable.
Posted on: Thu, 16 Oct 2014 05:07:17 +0000
Recently Viewed Topics
© 2015