Guy Ritchie films commercials to get hands on new gadgets

Guy Ritchie commits to shoot one TV commercial a year so he can play around with the latest toys in technology.

The director has made TV advertisements for products by sports brand Nike, car manufacturers BMW and Corvette, and Christian Dior fragrance Dior Homme, which featured his Sherlock Holmes star Jude Law.

And he admits he jumps at the chance to work with brand executives who are eager to throw big money at him, because he gets to test out the most technologically-advanced gadgets and processes.

In a new interview with his Snatch star Brad Pitt for Interview magazine, Guy Ritchie reveals, "That's where the real technical talent lies. There aren't many movies where you can spend $3 million on one minute, so when I do a commercial, I can go balls-out and play around with toys and try out new stuff.

"I do use it as a bit of a tester... But the commercial guys are actually more open to the idea of f**king around with stuff and they don't mind if you hit a post because it's so cutting-edge. Commercials will always be technically more advanced than movies. It's a funny thing, but they're also so much more efficient. So I try to do one commercial a year just for that reason."