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99% of the work I create nowadays is car commercials. Compared to anything and everything else you see on TV, they set the quality bar pretty low. You know exactly what I mean.
I’ve done hundreds of them. My work tends to look better than those extreme examples, but nonetheless, most car commercials are doomed before I even get to edit one thing. I can only imagine that most people who see car commercials on TV either:
a. Tune it out completely, rendering the advertising message useless.
b. Change the channel.
c. Groan/roll eyes/ sigh/other symptom of aggravation.
d. Some combination of a, b, and c.
They are what they are: cheap and quick. I sometimes make 3 commercials in one day from start to finish. The deadlines are tough sometimes, as I work furiously to try and crank something out that is so subpar. Occasionally my attempts to add a bit of style to the car spot are vanquished. Plenty of times I’ve been told to change a commercial I worked on to severely downgrade its overall quality simply because the owner of John Smith Cars wants it that way. Nevermind that I am the artist, I just have to give the client what he wants.
BUT! Occasionally I get to do something creative, something that can showcase more of my skills. This is part of a commercial I made that is a bit nicer than any of the harsh reality I spewed proceeding this clip.
Intentionally Annoying Car Commercial from Michael Szabo on Vimeo.
I actually had a lot of fun making that acid-trip-intense-fake-commercial. It’s mostly a combination of various After Effects expressions to make the objects wiggle, vibrate, and dance in the most obnoxious ways possible. It was a challenge to make a mockery of some of the annoying attention grabbing gimmicks I sometimes am asked to pull.
Here’s my take on car commercials:
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