Winding Road Car Commercial Gets 'Winterized'


The camera zooms in. It zooms out. It pans across. It love's it's subject. It adoringly tries to make...oh screw's just another winding road car commercial. That's probably what visual effects company A52 thought when LA agency Team One asked them to "winterize" a previously shot commercial for the 2006 Lexus IS. Explaining the strategy, Team One Executive Producer Jack Epsteen said, "We have a long history of relying on A52 for complex visual feats and in this case, we felt that tapping into the company's artistic expertise to add snow effects to this spot would be an interesting way to back-up the 'Why live in one dimension' tagline.'" See the work here and wallow in a full regalia of HD resolution, digital-matte, CGI, camera tracking data, geek-speak.

While digital manipulation is nothing new, we'd say A52 did an excellent job making winter look like winter. We wonder how much better it might have looked if the original work was a bit more inventive than "another winding road car commercial." Although, with almost every car commercial following this exact approach, there's got to be some very convincing research out there indicating this is the approach to take. Anyone care to share?

by Steve Hall    Jan- 5-06   Click to Comment   
Topic: Commercials   

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A52 defenitly did a great job on the effects, but doesn't this spot loose a little integrity by the fact that the car is not "performing" those manuevers on the icy/snowy conditions portrayed. I didn't see any disclaimer stating this.

I like Team One and their work with Lexus, but am I the only one disapointed with the integrity here. Just reshoot the commercial in real snow. It can't be that much more expensive than the CGI and probobaly less time intensive.

Posted by: Stu Jakub on January 5, 2006 1:36 PM

I couldn't agree more with the previous comment. As a Canadian driver, the idea that this car is performing in winter conditions is very misleading.

I laugh at the disclaimers on SUV ads up here that have to state that the vehicle is using winter tires instead of the standard tires at purchase. An off-road vehicle that is not equiped for snow.


Posted by: JODSTER on January 6, 2006 9:37 AM