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Japanese retailer Shaddy filmed period ad in Hungary

Shaddy in HungaryJapanese gift retailer Shaddy filmed on location in Hungary for a new spot that adapts short story The Gift of the Magi by writer O Henry.

The commercial is for the Japanese market and follows a young couple of modest means living in period Europe who both make a personal sacrifice in order to be able to buy each other a token of their love.

Creative agency Dentsu worked with Dokuwa Communications and Taiyo Kikaku and originally planned to film in production hub Budapest. 

However, when it became apparent that the shooting schedule coincided with a visit to the Hungarian capital from a head of state, the team arranged a short-notice shift in filming locations 30 miles north to the city of Esztergom.

“Shaddy was dedicated to achieving an authentic European period feel, so the settings and costumes had to be spot on, right down to the smallest detail,” says Zita Kisgergely, a producer with Budapest-based service company Flatpack.

“Our art department rose to the challenge, researching and sourcing the perfect period jewels and watches, and finding exactly the right type of lower-middle class costumes – provided by the amazing team at Peris, Madrid – to accurately reflect the status of the young couple.”

Hungary is a popular international filming location, with production generally based in Budapest which offers facilities like Origo Film Studios and Korda Studios.

For more on filming in Hungary see our production guide.

Client: Shaddy
Agency: Dentsu
Production Company: Dokuwa Communications and Taiyo Kikaku
Director: Wakana Suzuki
Director of Photography: Tetsuya Kondo
Producer: Mariko Tsutsumi
Production Service Company: Flatpack Films, Budapest
Service Producer: Zita Kisgergely