"Sheet metal" features people, rather than vehicles, on the roads, emphasising Saturn's focus on drivers as opposed to cars. "It was a fantastic idea from Goodby Silverstein & Partners," Murro says. Los Angeles City Council granted permission to shut down the freeway, enabling a helicopter to film 800 extras. "Good ideas are easy to shoot," Murro says. "However, there were moments while shooting this when I asked, 'Is this going to come together?' I was the classic, self-doubting, neurotic Jew."
This is a far cry from the cocky child who, when growing up in Jerusalem, used to throw eggs from his balcony at passers-by. He revisited this childhood experience when he directed "the devastator" for PlayStation 2. In this ad, the devastator tool from a PlayStation game causes chaos in real life.
"It had to feel as if it was done in one take," he says. "It needed a homemade quality, so that you are shocked when it blows up."
More of Murro's playfulness can be seen in the Tango ad "helmet", where a man is yanked into the sky by a magnet while wearing a helmet crammed with oranges that liquify into Tango. "Tango was interesting as it has such a history, but the challenge here was to make it new."
Murro displays a gentler style in an ad for the French postal service, La Poste, where a baby is passed from person to person. "The idea is about trust, as it mimics what happens when you put a cheque in the mail. Part of the trick was making sure there's a human touch, so that it moves you and makes you feel something. Advertising lacks that as a lot of it is showmanship."
Murro is currently working on a feature film which will be a sequel to The Ring. He co-launched the production company Biscuit Filmworks in 2000 with Shawn Lacy Tessaro. His portfolio can be seen at www.biscuitfilmworks.com.
Noam Murro was talking to Lucy Aitken.