On the Old Spice Manmercials Web site the spot is coupled with matching wit, "We're not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it." The spot was posted to the Manmercials Web site on Feb. 4 and it already has over 3 million views.
Leo Laporte, ChiefTWiT from TWiT.TV, interviewed the creatives behind the ingenious ad on the making of the ad. Craig Allen and Eric Kallman tell how it was created in one shot without any CGI, Computer-Generated Imagery. It's really impressive, if you have time to watch all 19 minutes and 35 seconds... but if not, I'll try to break it down for you. Here it is just in case:
It took them three days to create the spot. The three walled bathroom shower set is actually build on one-half of a boat set close to the beach's shoreline, fully intact with running water. A crane is set up next to the boat to pull up the bathroom set. The shirt, which kept its shape and form with wiring, was dropped onto his shoulders by letting go of a fishing line, which is why the shoot took 3 days. They used take 56 from day 3 for the shot. To make the diamonds pour out onto his hand, they shot a fake hand in front of a black background with a machine pumping out the diamonds. The hand was them composited onto the actor's hand for the final shot. To get onto the horse, he sits onto a cart mechanism that then carries him onto the horse... no CGI at all- except when they had to paint out the "arm" that brought him to the horse in the last scene.
As they state in the video, Isaiah never breaks focus. It's amazing! In my opinion, that's mostly what brings the "awesome-ness" to the ad, the slight of hand, the displacement of focus. The viewer is not sure where to concentrate. Do I stare into his eyes or at the background or at the things he is holding?
Then they touch on the 15 second spot "Did you know" that proceeds this spot. In this spot he's riding on a horse... backwards.
Craig Allen admits that originally he was supposed to run on the horse, but it turns out that is slightly physically impossible. Written last minute the day before the shoot, it is used as a second spot for the campaign to reinforce the original message.
The campaign was aimed at women and men- women apparently do most of the purchasing of soap and body products for the households for their men so it was important for them to appreciate the commercial too.
I have to admit, the first time I saw this spot I only caught the end of it, so in my mind (since I did not see it in its entirety) I perceived it to be the end of the original spot- that in the concluding shot of the original 30 second spot he was "on a horse, riding backwards." Upon the second viewing of each of the ads separately, and in their entirety I realized I was mistaken. The interesting thing is that the fluency of the campaign allowed me to perceive it that way, that is a sure sign of a great campaign. I'm certian this spot will go down in history and will possibly even become pop-culture as many jokesters are already refering to it in witty conversation.
To creatives Craig Allen and Eric Kallman, I say "Well done," and I hope to work with you one day.
Hey Wieden + Kennedy!!!!!! Do you need a new junior art director?????? I'm your gal and I look forward to hearing from you. :-)
Till next time,
The New Ad Grad
P.S. March 11, 2010 he appeared on The Ellen DeGeneres Show! It's so funny. Check it out:
P.S. March 11, 2010 he appeared on The Ellen DeGeneres Show! It's so funny. Check it out:
