Driving at the Salk
Recently I saw a car commercial that struck me for the way it ended in the plaza of Louis I. Kahn's Salk Institute:
Here is a GIF of the car screeching to a halt on the travertine plaza:
If you're like me, you're wondering, "Where is the fountain?" Compare the above with a photo of the plaza:
On watching the commercial the first time, I figured the car was superimposed onto a photo of the Salk's famous plaza, but the omission of the fountain doesn't make sense in this regard. The makers of the commercial must have covered the fountain – as well as the pieces of travertine flanking it, as they appear different than the rest of the plaza – with something else that would not be damaged by the car coming to a stop. Whatever the case, this commercial is just another example of how architecture is used to sell cars; see also my earlier posts on the subject.
Actually, this Mercedez-Benz spot is not the first time the Salk has been used as a set for a car commercial. That honor goes to, as far as I know, a 2010 commercial from Lincoln where Mad Men's John Slattery drives the car, for some reason, on a lab floor rather than in the plaza:
Here is a GIF of the car screeching to a halt on the travertine plaza:
If you're like me, you're wondering, "Where is the fountain?" Compare the above with a photo of the plaza:
On watching the commercial the first time, I figured the car was superimposed onto a photo of the Salk's famous plaza, but the omission of the fountain doesn't make sense in this regard. The makers of the commercial must have covered the fountain – as well as the pieces of travertine flanking it, as they appear different than the rest of the plaza – with something else that would not be damaged by the car coming to a stop. Whatever the case, this commercial is just another example of how architecture is used to sell cars; see also my earlier posts on the subject.
Actually, this Mercedez-Benz spot is not the first time the Salk has been used as a set for a car commercial. That honor goes to, as far as I know, a 2010 commercial from Lincoln where Mad Men's John Slattery drives the car, for some reason, on a lab floor rather than in the plaza:
No architecture will make me buy a car and I am an architectural Designer. Just another example of CGI I guess. What isn't in this world of movie trickery?
ReplyDeleteI too was struck by it. I'm pretty convinced that the entire background was digitally created.
ReplyDeleteIt wouldn't surprise me, especially since I figure the Salk would have some sort of no-skid policy for car companies that would use their plaza.
DeleteAs an architect who (somehow?) managed to spend 10 years making TV commercials before returning to the profession, I can tell you that no film location is ever the same after a shoot. The Salk Institute, as would any other property owner to be honest, would be out of their minds to let them drive a car in that plaza. I guarantee they shot the background and then digitally matted the car into the foreground in post.
ReplyDeleteI can't decide if these commercials are worse than the Mazda commercial that uses FLW's "ability to do the unexpected": http://www.ispot.tv/ad/7f3E/2014-mazda3-dare-the-impossible-song-by-capital-cities
ReplyDelete