This commercial is 100% CG (minus the live-action meerkats) and was made in Softimage XSI 7.

I was responsible for creating the ICE compound to position phone instances on a curve and simulate the domino effect.

At the moment ICE rigidbodies do not do “actual shape” collisions, but bounding box collisions turned out to be quite practical for this use scenario as real phones are too curved to stand upright without falling anyway.