ADVERTISING UNCUT

PROGRAMME 4: MAKING THE AD

PROGRAMME OUTLINE

00:00 – 01:07

We hear about innovations in TV advertising and the cost of getting an advert on the screen.

01:08 – 06:13

We see the crew involved in the new BT advert, which will be in the form of a mini-drama. The team has been picked and represents many different skills. There are two weeks of pre-production. We learn that most adverts are shot on high-quality 35mm digital film. We also find out about the equipment, the large professional crew and the costs involved. We hear young people's comments.

06:14 – 10:21
Doing it for real

We see behind the scenes of the advert for Sony's new high-definition TV. Surprisingly, it was not created with the help of computer technology. Young people discuss it.

10:22 – 12:50
Every shot counts

It is the day they are shooting the BT advert. It is a collaborative process between the director, the advertising agency and the client. It's not just one person's vision, and everybody must agree. In this case, the actors are important.

12:51 – 15:36
Faking it: who can tell?

We see the advert to launch the O2's music venue – the former Millennium Dome in Greenwich. We learn about the brief: to explain what O2 is and to generate pre-launch excitement. In this advert there were no actors. Instead, CGI was used to create the special effects and the post-production process was long and complex.

15:37 – 20:03

We see an award-winning CGI advert: the dancing carbot. It was made to advertise the new Citroën car. The technology involved was cutting edge. The advert combines technology with entertainment, and fits well with the Citroën image. The advertising agency hired one of the best post-production companies to produce the second Citroën advert: the skating carbot. It took one year to produce and they explain how it was done. We hear the criticisms of it from professionals and young people.

20:04 – 23:29

In the end, the BT advert took five days to shoot and weeks to edit. Once the voice-over was recorded, it had to be edited together with the action with meticulous attention to detail. All this for an advert that lasts only 40 seconds!