Directed by Nicolai Fuglsig of Sony Bravia 'Balls' fame, it is a celebration of community. According to Nicolai Fuglsig it was the biggest challenge of his career yet.
The ad starts with just one domino that sets off a chain reaction of objects around the town. It shows hundreds of villagers come together to create the ultimate domino effect, featuring 6,000 iconic black and white dominoes, alongside thousands of unexpected toppling objects, include suitcases, oil drums, fridges and cars.
The advertisement was shot on location in a remote side village called Iruya, in the Salta region of northern Argentina, with a population of around 1,000 people. The cast is made up of locals from the village and surrounding area, none of whom had ever appeared in front of a camera before. Setting the dominos on the table from the start of the advert took a team of three experts two days, but took just 14 seconds to topple.
The toppling items included in this ad were: 6,000 dominoes, 10,000 books, 400 tyres, 75 mirrors, 50 fridges, 45 wardrobes and 6 cars. Link