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21 February 2013 / company-announcements
Exclusive behind the scenes footage of Oscar winning claymation experts Aardman Animations at work, during filming of National Accident Helpline’s new ‘Underdog’ TV advert is released today.
The rare footage sees the Aardman team, whose film ‘Pirates! Band of Misfits’ has been nominated for Best Animated Feature Film at this weekend’s Oscars, explain how they were able to convey the company’s key messages in the new advert.
The 30 second advert focuses on the theme of trust and recommendation after the claims company found that consumers are heavily influenced by these factors. This is supported by in-depth research that reveals that more people are likely to recommend National Accident Helpline than any other claims company, giving consumers the confidence that National Accident Helpline can offer the service and expertise they need.
During the short ‘making of’ video, Director Danny Capozzi explains why he thinks viewers are more likely to connect with the ad whilst Head Model Maker Chris ‘Enty’ Entwistle talks about the benefits of using claymation, saying because the characters are so “pliable and malleable, you can bend them around, and squeeze them so that you can add expression.”
Gordon Smith, Creative Director at CST The Gate, the advertising agency responsible for the Underdog concept, goes on to explain his decision to use claymation in the adverts, saying “when you work with people, you sometimes don’t get quite what you want.” The new ‘Grapevine’ ad features a catchy version of Marvin Gaye’s ‘60s classic hit ‘I Heard It Through The Grapevine’ as well as four new Underdog characters.
Beth Powell, consumer director at National Accident Helpline said: “Aardman are a talented team. Each member brings their own unique set of skills and is able to convey our key messages into what you see on the television.” You can watch the video, and the new advert on National Accident Helpline’s YouTube channel.
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