These days, many films and TV spots are saturated with digital special effects. But Bethesda-based August, Lang & Husak saw an opportunity to engage viewers through camera angles and miniature car models in a unique 30-second TV spot for the Washington Area New Automobile Dealers Association to promote the 2015 Washington Auto Show.
The spot, shown above, features a series of exotic sports cars positioned at well-known D.C. landmarks. During the spot, an unexpected, giant-sized hand enters the frame and picks up one of the sports cars, revealing that the car actually was a small model. The hand then places the model in front of the Washington Convention Center, home of the Auto Show.
Chuck Husak, AL&H creative chief, said, “We tried to do what any effective TV spot should do – engage, surprise, delight, and ultimately, persuade. Our idea came from the amazing work of a retired ad executive named Michael Paul Smith, whose hobby is shooting stills of vintage model cars in front of real life, full-sized backgrounds, creating the effect of total realism. We tried to pull off the technique in video, and lots of tech problems cropped up. Fortunately, our Baltimore-based director, Michael Pohuski, was completely focused on making the idea work, so he ran test after test until the cars, and the foregrounds he constructed, combined perfectly with our real-life, D.C. backgrounds. We’re really pleased with the results.”
Of note, said AL&H, the Auto Show set record attendance this year.