Saturday, 26 June 2010

Car adverts

We've all seen them. The sleek shape of the new model glides effortlessly along the open road through spectacular scenery...mountains, deserts, coast. It's just you the driver, and the elements of Nature. One of which is, of course, the empty road. The scene bypasses all your everyday thoughts and goes straight to the back shelf of your brain, like a dream. There it sits, ready to soothe you during stressful or boring moments of your day, such as when you are stuck in a traffic jam. You might develop a passing fancy to buy the car. But that's not what's for sale here.

The advert's early pioneers shot their footage in the Scottish Highlands and islands. Then, to guarantee an empty road, they had to start filming at 4 in the morning in midsummer. Then they moved on to the deserts of the USA and Africa. Finally, in one notorious case, they flew a car to the Marshall Islands, just to the West of the International Date Line, to enable their latest piece of 100-year-old technology to catch the first sunlight of the new Millennium.

These adverts are selling Space. Which is getting more and more difficult to find. Nowadays they have to resort to computer graphics.

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