And it was a campaign that did something for the first time in the UK - allow the viewer to choose their own ending.
The first spot aired during X-Factor on Saturday Oct 6th. Viewers were then told 'You Drive' and tweeted which out of 2 choices they would like to see as the next part of the story and the winner was aired during the next break. The 2nd spot then had a further choice at the end, which was shown the next day as a full 90 second spot (shown above), featuring the first two spots and the most popular part three.
"It was thrilling to be involved" says Mill VFX producer Louise Unwin, "the whole team was guessing which choices would come out on top. Due to not knowing which spot the audience would pick, we had to create all necessary outcomes with the percentage details being inputted live on the night as we watched in anticipation."
Agency: AMV BBDO
Producer: Rebecca Scharf
Creatives: Steve & Martin
Production Company: Stink
Record Company: 750mph
Director: Yann Demange
Producer: Paula Garr
Director of Photography: Anthony Dod Mantle
Editing Company: Marshall Street
Editor: Patric Ryan
Edit Assist: Elena De Palma
VFX & Design: The Mill
VFX Producer: Louise Unwin
Shoot Supervisor: Pete Rypstra
2D Lead Artist: Pete Rypstra
3D Lead Artist: Edward Hicks
2D Artists: Joe Tang, Brad Wood
Assitants: Milo Paterson, Carl Norton, Douglas Haynes
Motion Graphics: Matt Whitewood