TBWA\London launched a 60-second, sci-fi themed cinema spot for Nissan entitled “Hoybot.”
Directed by Bob Harlow of Somesuch, “Hoybot” takes a fictional documentary approach, positing the notion that racing driver Sir Chris Hoy is not entirely human. That narrative is delivered with quick cuts and snippets, somewhat reminiscent of a teaser trailer for a film. That’s appropriate enough given the environment the ad is playing in, in U.K cinemas, including before Star Wars: The Force Awakens. It’s also an unusual approach for the brand and more memorable than typical fare in the category. Another unusual aspect is the ad’s soundtrack, courtesy of Finger Music composer Daniel Lenz, which does an excellent job of evoking an action-packed movie trailer.
“The brief for the music was something powerful and cinematic,” Finger Music executive produced Clare McGrath explained to LBB. “We wanted the music to emulate that of a movie trailer and of course, this had to be something that could sit side by side with the epic music associated with Star Wars. We knew we’d need someone with movie experience so we turned to the very brilliant composer, Daniel Lenz, to create the track for ‘Hoybot.'”
Credits:
Creative Agency: TBWA\London
Creative Director: Nick Allsop
TV Producer: Fiona Campbell
Senior Account Executive: Chris Johnson
Senior Account Director: Victoria Reiz
Planner: Vishal Badiani
Executive Creative Director: Graeme Douglas
Account Management: Rachel Patel
Media Agency: OMD
Production Company: Somesuch
Director: Bob Harlow
Producer: Dougal Meese
DOP: Benoit Soler
Post Production House: The Mill
Colorist: Luke Morrison
Producer: Gemma Humphries
Offline Editor: Thomas Grove Carter @ Trim
Sound Design: Phil Bolland & Anthony Moore @ Factory
Music Production: Daniel Lenz @ Finger Music