Today’s USA Today notes that nearly half the ads on this year’s Super Bowl will be filmed in high-definition.
But even with all the HD hype, there are still obstacles. Depending on the filming and post-production techniques, the ads can cost up to 15% more to produce.
And in HD, flaws are also supersharp. “In high-def, you see every detail: every wrinkle, every pimple and every blemish,” Portela says. Makeup artists have to be more precise with their work, and set designers have to fix every paint chip.
I have some questions for the AdPulpers out there:
Ever have one of your commercials filmed in high-def?
Are your clients asking about it or is it something the agency insists on?
Is the filming process any different or do the actors and models just have more spackle on their faces?
Not a one. Nor has anyone I know. The general line is it’s far too expensive, with not nearly enough payback on air. Edit/production folk I’ve talked with say they’ve seen it done for ego reasons more than any other.
Its a waste of money for international adverts too. For example, the UK only had HDTVs launched in late 2005 and not a single UK channel broadcasts in it yet.