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HIPUSA's flaming zero, as featured in the "Light the flaming zero" television spot
January 1, 2007 - “Light the flaming zero” is the comical catchphrase brought to us in HIPUSA's newest television commercial, shot at the base of the Brooklyn Bridge and New Dock Street near the East River.
In the commercial, an older woman proudly announces she feels secure with her HIP plan: So secure, in fact, that she is going to don the mysterious helmet she is holding and jump a dirt bike through a flaming zero (representing $0 plan premiums). She completes the jump successfully, but not without protest from her daughter and son-in-law who look on in utter amazement.
The Mayor's Office of Film, Theatre and Broadcasting facilitated the production of the commercial by assisting logistically in “reaching out to many different city agencies,” from the NYC Bomb Squad to the FDNY, to ensure safety on the set, Location Manager Ko Niizuma said.
Niizuma said the client wanted to feature the New York skyline and Brooklyn Bridge. When it came to such iconic, authentic images, the message was clear: accept no substitutes.
Interested in shooting your next commercial in New York? Contact the Mayor's Office of Film, Theatre and Broadcasting at 212-489-6710.
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