CEAT Sri Lanka conceptualises path-breaking adventure TV ad-film
View(s):From humble beginnings of brainstorming under a mango tree to white water rafting, trekking across mountain ranges to scale heights and discover unchartered clearings in the forest and camping under the stars, CEAT Sri Lanka’s epic adventure TV ad-film, conceived and executed by BBDO Lanka, is a truly off the beaten path exploration of Sri Lanka, the advertising company said.
The TV ad-film was directed by Cannes Lion nominated ad-director Sanjay Shetty who has over 600 films to his credit, whilst the director of photography was Mark Lapwood, ACS, hailing from New Zealand and who has worked for a wide range of brands across the Asian region.
The 90 second advertisement also features music directed by leading Indian musician Chandresh Kudwa and was even adapted by Chitral Somapala (who voiced the Sinhala language version) for his track Miringuwa Parada. It also features the first commercial shot – skydiving – filmed at a height of 10,000 feet above sea level, in Sri Lanka. The commercial is available for viewing at
Picture shows white water rafting taken during the shooting of the ad-film.
http://youtu.be/dLupSvrVfAg.
“We are so excited to have conceived and created this epic 360 degree campaign, all about travelling, discovering and experiencing Sri Lanka for CEAT,” said BBDO Lanka MD Santosh Menon. He added, “This was a huge production, involving the latest in filming technology – from Red Epics to GoPro technology – and professional sportsmen and stuntmen from both Sri Lanka and overseas.” The advertisement depicts such adventure sports as white water rafting, surfing, mountain climbing, trekking and of course skydiving.
Speaking of the experience shooting the commercial, Associate Creative Director Shamir Hussain described it as “a non-stop week long adrenaline rush”. “It took us one week of strenuous travelling where we hardly slept as we travelled from location to location, crossing streams and hiking up mountains heavy equipment in tow, and waiting for just the right weather conditions, as we tried to get the perfect shot. It was a lot of blood, sweat and tyres.”
The advertisement was consistently shot on location, spanning from Koggala to Kithulgala, to Arugam Bay, Maskeliya and Makandawa, and required a lot of preparation, from location scouting to applying for authorisation to film.
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