TWiT Specials: The making of Old Spice's commercial: The Man Your Man Could Smell Like

Summary

In this behind-the-scenes interview, the creators of the iconic Old Spice 'I'm on a Horse' commercial break down the making of the ad. The discussion reveals the challenges and clever techniques used to create the illusion of a seamless, one-shot commercial, from the set design to the use of practical effects. The creative team explains how they shot the commercial in segments, including the 'boat-to-horse' transition, and the subtle use of CGI. The team’s humor and camaraderie add depth to the story of this memorable, ground-breaking ad.

Takeaways

• 😀 The Old Spice commercial featuring 'I'm on a horse' was filmed in a single shot, but required intricate planning and multiple techniques to achieve.
• 😀 The commercial transitions from a shower to a boat to a horse, all without the use of heavy CGI, relying on practical effects and clever set design.
• 😀 A special set was built to create the illusion of a shower on a boat, using a crane to lift the set and achieve the desired effect.
• 😀 The actor, Isaiah Mustafa, was rigged with fishing wire to make his shirt land perfectly on his body, adding to the realism of the commercial.
• 😀 The boat-to-horse transition was achieved with a hidden mechanism that smoothly slid Isaiah Mustafa from the boat onto the horse while he continued his performance.
• 😀 The diamonds in the commercial were not CGI but actual diamonds shot in a separate scene, composited into the final shot.
• 😀 The commercial's success was due to Isaiah Mustafa's strong performance, which made the outrageous concept feel seamless and believable.
• 😀 The creative team at Wieden+Kennedy, Portland, pushed the boundaries of traditional advertising with a clever mix of humor, visual effects, and physical stunts.
• 😀 Despite the complexity of the shoot, the team achieved the final shot after 56 takes, with the last day of filming producing the best results.
• 😀 The commercial was so effective that it not only stood out in terms of creativity but also in driving the brand message, which resonated with both men and women.
• 😀 The hosts jokingly suggested future ads could include even more absurd scenarios, showcasing the playful and bold spirit of Old Spice's branding.

Q & A

What was the initial debate surrounding the Old Spice commercial?

The debate revolved around whether the Old Spice commercial, which features a rapid sequence of scenes (shower, boat, horse), was filmed in one continuous shot or achieved through CGI effects.

How did the creative team at Weiden + Kennedy approach the concept for the commercial?

The team aimed to create a commercial that would appeal to both men and women, with the idea that women often purchase body wash products for households. They wanted to maintain the humor and style of previous Old Spice commercials while ensuring it also resonated with female viewers.

What was the significance of the $100 bet mentioned in the transcript?

The $100 bet was made between the narrator and Tony Wang regarding whether the commercial's transitions were achieved through practical effects or CGI. This bet added a playful element to the conversation and highlighted the team's curiosity and engagement with the technical aspects of the ad.

How did the team manage to create the illusion of a continuous shot in the commercial?

Although it seemed like a continuous shot, the commercial involved a combination of practical effects, clever set design, and editing. For instance, the 'boat' scene was filmed with a set constructed on the beach, and various mechanisms were used to transition between scenes, including a special rig that moved the actor onto the horse.

What role did the actor Isaiah Mustafa play in making the commercial believable?

Isaiah Mustafa's performance was crucial in making the commercial believable. His flawless delivery, comedic timing, and ability to maintain focus and continuity during the complex transitions helped make the ad feel seamless, despite the intricate effects.

What challenges did the production face while filming the commercial?

The production faced several challenges, including the difficulty of getting the shirt to land perfectly on the actor, as well as technical issues like the horse running away. Additionally, achieving the smooth transition from the boat to the horse required a custom mechanism, which took several attempts to perfect.

How were the diamonds in the commercial created?

The diamonds were not computer-generated but were created by filming diamonds falling from a fake hand using a machine. These footage elements were then composited into the actor's hand, creating the illusion of diamonds magically appearing.

What was the role of CGI in the commercial, and how was it used?

The main use of CGI in the commercial was for the diamonds, which were composited into the scene. There was also some minor CGI to remove any rigs or mechanisms that were visible in certain shots, such as the arm that helped transition the actor onto the horse.

Why did the creative team not initially consider the difficulty of shooting the commercial?

The team focused on writing a compelling and funny script without worrying too much about how difficult it would be to shoot. They trusted the technical team to figure out how to make the complex scenes work, which is a common approach in creative advertising.

How did the production team ensure the continuity of the ad’s transitions?

The team meticulously planned and shot the ad in a way that maintained continuity, using multiple takes and rehearsals. Special effects artists also worked frame-by-frame to ensure the transitions were seamless, and the actor’s focus helped maintain the illusion of a continuous shot.