Nicolai Fuglsig, the man behind the Sony Bravia "balls" ad, has released Tipping Point this weekend in the UK, his latest creation, and the most expensive Guinness ad to date.
Brand Republic covers the story in Guinness to debut £10m domino toppling ad:
Fuglsig said the work was his most challenging experience to date, and involved around 1,000 people from the Salta region of northern Argentina, who had no previous experience of working on camera. The domino toppling series was created by the world record-breaking group, Domino Domain, and took two days to construct.
Around 6,000 dominoes were used for the ad, around 10,000 books, 400 tyres, six cars and 45 wardrobes, while 24 hours of footage was captured despite the dominoes taking just 14 seconds to topple.
Fuglsig said: "Shooting this was the biggest challenge of my career to date. It was a really tough job -- from the remote high altitude location to having to frequently reset thousands of props, as well as working with hundreds of villagers that had absolutely no understanding of acting of film making -- nothing was easy."