If it's good enough for George Lucas to talk about, it's good enough for us. When "Badenia" the eerily realistic CGI baby was aired on TV last month to advertise a German building society, the agency was flooded with calls, including an email from Industrial Light+Magic, George Lucas' FX Company, asking for a copy of the ad because they'd heard so many good reviews.
Indeed, the ad also attracted bucketfuls of coverage in the German press, full of praise, not only for its technical virtuosity, but for first time advertisers, Badenia, brave enough to promote its product without resorting to cliched life-style scenarios featuring happy families. The baby, a metaphor for fulfilment, will no doubt leave an indelible print on the minds of its audience.
In fact this CGI creation attracted such frenzied interest that a weekly science programme, Pro 7, is planning to feature it on prime-time TV.
In terms of a genius stroke of originality, Honda's "Cog," is also bound to get people talking. It has already created a real buzz in the industry for its brave attempt to break with traditional advertising by leaving out the car until the last shot'.
In fact, industry gurus are betting that this two-minute ad - a conceptual vision that wouldn't look out of place in Tate Modern - will scoop more than its fair share of awards.
Handed a brief from the creative team to create a "chain reaction", the director was initially inspired by a scientific film of a chemistry experiment, using a series of substances to trigger a reaction. The result is a weird cross between the kinetic sculptures of the '70s and an engineering dream, where car parts take on comic personalities of their own.
Director Antoine Bardou-Jacquet and his team worked out the mechanisms of the chain reaction for a five-month period before going into production.
Once the shoot was underway, it was important for the action to be filmed in real time. As producer, James Tompkinson, explains: "If the whole thing was done in post production, it would have looked too slick. Because the chain reaction was carried out for real, frame by frame, it feels more convincing."
Although it took 696 takes to get right, the final film was completed in two 60-second shots, linked with a single CGI frame.