The idea was to have a gent (Peter Davison) shoot off each of his toes to signify the passing of each second for a countdown clock. The clock is then offered to all agency people that on-line their commercials at Blade.
"The idea here," says Grant, exec producer of Hammersmith, "is to have the creative director remember one thing about the commercial they did with another production house, and that is the Brett Wild Hammersmith & Elephant countdown clock that is strapped to the front of it."
Wild was hoping to start this up as an annual tradition in new media and would be inviting fresh ideas from the industry with no client born boundaries.
