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2000s / Worlds Costliest Ad After 606 Takes
And you thought those people that set up a room full of dominos to knock over were amazing... believe it or not, just unbelievable!! When the ad was pitched to senior executives, they signed off on it immediately without any hesitation, including the costs. There are six, and only six, hand-made Honda Accords in the world. To the horror of Honda engineers, the filmmakers disassembled two of them to make this film. There are no computer graphics or digital tricks in the film. Everything you see really happened in real time, exactly as you see it. The film took 606 takes. On the first 605 takes, something, usually very minor, didn't work. They would then have to set the whole thing up again. The crew spent weeks shooting night and day. The film cost six million dollars and took three months to complete including full engineering of the sequence. In addition, it is two minutes long so every time Honda airs the film on British television, they're shelling out enough dough to keep any one of us in clover for a lifetime. Everything you see in the film (aside from the walls, floor, ramp and complete Honda Accord) are parts from those two cars. And how about those funky windshield wipers...?? At a cost of $6.2 million for 90-sec commercial, this is the world's costliest ad and hands down winner in the world of ads.