Behind the Idea: The ad your ad could look like

Stuart Outhwaite is a creative at London agency Mother. Outhwaite’s pick is a TV commercial that hasn’t even aired in the UK, but turned into an international Internet sensation, racking up almost 6 million views since it launched in the US last month.

The ad is fronted by actor Isaiah Mustafa, who looks directly into the camera and tells women that although their men may never look like him, they can at least smell like him by using Old Spice. ‘I hate the people who made this ad for many reasons’, says Outhwaite.  ‘They've managed to revive a tired old brand from the seventies that even my dad would be ashamed to use and created a genuinely hilarious piece of thirty second joy.’ ‘They've also succeeded in making me feel pathetically inferior and “lady scented”,’ he adds.

Old Spice historically produced advertising that spoke specifically to men, but they changed the brief, asking agency Wieden+Kennedy to appeal to men and women at the same time.

Craig Allen and Eric Kallman were the team who had to meet the challenge.  ‘The idea came about by sitting quietly in a room and staring at each other for days,’ says Allen. ‘It was hard to do something that spoke to women, but also didn’t turn off men.’

The team knew they liked the idea of a suave, sophisticated tone of voice.  ‘It started with “hello, ladies” and kind of spiraled from there,’ says Kallman.

The commercial was shot in a single take.  Special effects were only used to allow diamonds to pour out of Mustafa’s hand and for the bottle to then rise up through it.  It took 3 days and over 50 takes before everything came together. ‘It was stressful,’ says Kallman.  ‘A take might be acted perfectly, but the shirt wouldn’t fall around Isaiah’s neck or he’d miss the horse.’

A set was built on a beach that created a boat with a bathroom on top.  A giant crane lifts the bathroom away at the crucial moment to reveal the boat.  ‘In theory this should work smoothly,’ says Allen, but on day 2 one of the safeties on the crane failed and sent the 1900 lb (860kg) bathroom set plummeting.  Luckily no one was hurt, but part of the set had to be rebuilt. ‘That was horrible,’ says Allen. ‘Not our idea of a good time, but I guess it makes a good story.’

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