The multi award-winning "Stunt City" and "Go Wild" for Rexona had to be hard acts to follow, but this new commercial for
the fairer sex's anti perspirant deodorant is obviously up
to the challenge.
We open on our female protagonist flying Supergirl style
through a dramatic US city-scape to the strains of the famous
"Bewitched" title track. It transpires she is chasing an American
yellow school bus which she throws herself onto the back of
and manages to bring to a halt with her super-strength. Appearing
in the front of the bus she hands her two kids their forgotten
lunchboxes. Having returned home, she then uses the force
"a la Star Wars" her deodorant bottle flying through two walls
of the house with the sheer force of this magnetic pull she
generates.
One glance at her bum in the gym and our girl switches to
warp speed on her treadmill, blowing the plug in the process,
and its really not a problem when she's late for her next
appointment of the day, as she swiftly transforms herself
into a drill, ploughing through the pavement and into a subway
carriage. As she stands up, hanging onto the ceiling bar next
to a dishy chap, there's not a speck of sweat on her fitted
jumper. Boy, can that Rexona keep perspiration and armpit
whiffiness at bay during a hectic super-day.
The post production at Glassworks was complex, since every
urban landscape and backdrop was built in 3D, only the interior
of the school bus, gym and office were live action. James
Mann pioneered a technique involving intricate matte painting.
The whole ad was carefully composited together by a five-strong
Flame team. |