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6 September 2012 / company-announcements
A rare look behind the scenes at an Academy award-winning animation studio – National Accident Helpline release ‘the making of’ footage from their new TV ad.
Unseen footage from the production of the new Underdog ad sees the team of Bristol-based claymation experts and creators of Wallace & Gromit, Aardman Animations, explain how they brought National Accident Helpline’s vision to life. During the video, Aardman Director Danny Capozzi reveals that he was “determined to get as much expression out the Underdog character as possible.”
Meanwhile, Chris 'Enty' Entwistle, Head of Model Making at Aardman, points out how their attention to detail brings the carefully crafted characters to life. The Underdog has a “brow a little like Gromit from Wallace & Gromit, and you can get an awful lot of expression from that!” he says.
Beth Powell, Consumer Director at National Accident Helpline, describes Aardman Animations as a “really unique, skilled team”, praising their “ability to interpret our vision, into what you see on the television.” The new ad was made to the soundtrack of Chumbawamba’s 90’s hit ‘Tubthumping’, featuring the chorus ‘I get knocked down, but I get up again’. Gordon Smith is Executive Creative Director at CST The Gate, the agency responsible for the Underdog concept.
According to Smith, the song was chosen because the lyrics fit perfectly with National Accident Helpline’s mission - helping people back onto their feet after being injured through no fault of their own. “When you’ve had an accident, what you need to do is get back on your feet, and get someone to sort out the compensation you deserve” he says.
You can watch the video, and our new ad on our Facebook page.
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