Written by new-contact on May 31, 2011. Posted in Production News

Bridgestone films new ad on location on Utah’s Bonneville Salt Flats

Tyre company Bridgestone has taken to Utah’s Bonneville Salt Flats for its new commercial. Steer It Up shows a classic car being driven and spun at high speed across the flats. When it finally skids to a halt an aged couple climb out, change seats and continue their crazy drive.

The production considered filming on some old tarmac runways in the mid-west, but chose the salt flats when they got a clear weather report.

We wanted the minimalist clean look with the black car and a surface that wouldn't make the air dusty and the car dirty.

Nancy Hacohen, Executive Producer, House of Usher Films

Nancy Hacohen, an Executive Producer with House of Usher Films, said: “We wanted the minimalist clean look with the black car and a surface that wouldn't make the air dusty and the car dirty. Once [Director] Kinka Usher created the tire shots he wanted to shoot, the grips and effects team built rigs to give him those shots. All these rigs were built into the car.”

Filmmakers looking for striking mid-west locations are in for a treat with the Bonneville Salt Flats. Mobile operator Sprint shot an eye-catching spot there last year and it’s also a popular place for car commercials.

Credits
Client: Bridgestone
Agency: The Richards Group, Dallas
Agency Producer: JR Dixon
Production Company: House of Usher Films
Executive Producer: Nancy Hacochen
Art Director: Jimmy Bonner
Director: Kinka Usher