One of the most eye-catching commercials of 2010 that I’ve watched so far is the 2010 Toyota Prius “Harmony” commercial. It’s a colorful TV ad with the use of a happy tune as well.
The concept behind this commercial is the harmony of people, nature, and machine. The use of people as landscape architecture such as the grass, flowers, trees, water, butterflies, etc. is so clever and fun. The way that this commercial was executed really captured the concept perfectly. It’s like the director is creating a world that does not exist but has some sort of realism involved between the interactions of people, nature, and machines.
Making this type of commercial requires formidable amount of time, effort, and resources. Just take a look at the casting, choreography, and special effects necessary to come up with this brilliant artwork.
Another thing that I like about this commercial is the choice of music. It’s “Let Your Love Flow” performed by Petra Haden. It’s a cool song as well as a suitable and powerful tune to catch the viewer’s mind and soul.
People behind this commercial:
John Toon: Director of Photography
Kennedy Taylor: 1st Asst. Director
Alyx Duncan: Choreographer
Andrew Christou: Creative Director
Charlotte 90: Casting/Choreography
Penelope Essoyan: Director’s Assitant
Kristy Cameron & Bob Buck: Costumes
Mr. Hide: Director
Jennifer Pearse: Senior Producer
David Weaver: Production Coordinator
Stephen Dickstein, Susan Rued Anderson: Executive Producers
Perceptual Engineering / Fin Design / Brickyard: Special Effects
The Sweet Shop, Los Angeles: Production Co.