Bristol’s most famous animation firm Aardman has given a rare behind-the-scenes glimpse of how it works with its latest TV advert for National Accident Helpline.
The ‘making-of’ footage follows the Academy award-winning animation studio's production process of the new Underdog ad with the claymation experts explaining how they brought National Accident Helpline’s vision to life.
Director Danny Capozzi reveals that he was “determined to get as much expression out of the Underdog character as possible”, while Chris ‘Enty’ Entwistle, Aardman’s head of model making, points out how attention to detail brings the carefully-crafted characters to life. The Underdog has a “brow a little like Gromit (from Wallace & Gromit) and you can get an awful lot of expression from that!” he says.
National Accident Helpline consumer director Beth Powell described Aardman as a “really unique, skilled team”, and praised the studio’s “ability to interpret our vision, into what you see on the television”.
The new ad was made to the soundtrack of Chumbawamba’s 90’s hit Tubthumping, featuring the chorus ‘I get knocked down, but I get up again’ which Gordon Smith, executive creative director at CST The Gate, the agency responsible for the Underdog concept, said fits with National Accident Helpline’s mission – helping people back onto their feet after being injured through no fault of their own.
National Accident Helpline is the biggest personal injury claims company in the UK.
