The ad for the new Cerato model made extensive use of pre-existing footage to underscore the 'Surprise' theme, which lies at the heart of the ad. Much of the striking content consisted of innovative stop motion animation. Creative director Greg Burke also directed all the car sequences.
Agency producer Alexis Roberts briefed Greatstock's Nikki Griffiths with several references from diverse sources such as YouTube , Vimeo and the like - which had been identified by agency's research.
"These jobs can be very challenging, but we love being entrusted with research and obtaining rights and clearances for great creative project like this" according to Griffiths. "We represent most of the world's top traditional stock sources in South Africa, and their content is great, but 'non-stocky' motion like this reinforces the fact that "stock" footage can deliver wonderful and unexpected gems.
Greatstock tracked down a total of eleven creators and their clips from many countries, including the US, England, Germany, the Netherlands, Canada, France and Japan. Content came from a mixture of amateur and professional filmmakers, one of whom was an Academy Award nominee.
Negotiating rights with the Japanese creators, who spoke no English, was 'challenging' according to Griffiths.
Greatstock sourced the final broadcast-quality material for The Bridge's editor Morne Jacobsz and post -producer Charles Champion.
About Greatstock Motion: Originally known as Stock Options, the company has grown from a commercials production company to become the leading South African stock motion company. Greatstock Motion offers acclaimed African and international footage collections, and has considerable experience in the field of finding and clearing imagery of famous international personalities, major sporting and entertainment events, and music rights.
For more information contact Etienne van den Heever on tel. (011) 880 7826 or email: az.oc.snoitpokcots@seiriuqne.
Watch the ad here
