The year was 2006 and was not too since I had landed in a new advertising agency to Bethlehem, my companion of those days when we received a briefing Television KIA Motors, a South Korean car manufacturer (coincidentally as the film Dreams).
After reading the briefing, two things became clear to us: 1) that could not shoot, they already have rolled a car when walking around Copenhagen and were not willing to waste the material. And 2) That although the car was quite unknown and was by no means wanted to sell it as such sports, because they said it was a very powerful engine, 110 hp
exactly
After spending some time thinking and deliberating we conclude that was a unique and unforgettable way to sell that 110 hp engine and has never been done: convert the 110 horses in your life. In other words, it felt for all the other horses in the world, no matter how famous or important in our lives would have been in the past, from now, would be relegated to ostracism by the 110 horses KIA RIO engine. In principle ended with the super (poster image) saying: "Sorry." But the client seemed a little offensive and had to find another alternative. Finally, "It was nice while it lasted, it seemed a way of saying the same thing in a more friendly, and also stressed the idea of \u200b\u200bthe importance they had in our lives all the horses named in the notice so far, had appeared this car with this engine.
We set up a model (montage of images to display and sell the idea to the client) with images of the car round and we put the music of Wild Horses , not the original version the Rolling Stones (thought it would be impossible to pay ....) but a cover (version from another author of a song that is not theirs) sung by Eddy Vedder , Pearl Jam singer that the truth was perfect with the tone speech and announced in general.
When I saw immediately bought the idea, but as there was no budget, we finally had to put a library music (music very cheap to make generally unknown artists to use in advertisements). It took quite find the truth, but in the end it was not bad. This was the result
and aired on television:
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