“I loved this concept,” says Weathers on directing the steamy spot. “We discussed how the concept really fits Downy. It’s basically a threesome – a man, a woman and their clothes.”
As the spot plays out, subtle freeze frames at key moments amplify the action – an innovative, visual technique that heightens the couple’s sexual liaison. “There needed to be more tension so we used time remapping,” continues Weathers. “It’s also about the modern attention span, and I felt the work needed to speak to that.”
Casting was paramount in bringing the spot to life. Auditions took place in Slovakia and the Czech Republic before a two-day shoot in Prague: “I love casting,” admits Weathers. “Meeting people that enhance character is one of my favorite thing to do. We liked both actors right away. Lenka [Vidiecanova] has a beautiful, vulnerable quality while all six of the female client sighed when Michael [Dubovec] left the audition – that’s our audience, so we knew we had the right guy.”
Cinematographer Simon Chaudoir added smoke during the shoot to take the edge off of the sharpness of the digital Alexa, while work with a choreographer made the actor’s moves flow eloquently on camera. “I love the fact that the agency endorsed us to work with a choreographer,” Weathers admits. “That really enhances the final look.”
A sense of place and home is also formed through an establishing shot of a building, while overcast skies cast a chilled, blue hue to the work – a cool juxtaposition to the red, hot pallet usually reserved for passionate embraces. “I wanted to keep everything blue and cool,” says Weathers. “There’s even a moment when the actress inhales and her cheeks actually turn red as you see her blush against the blue pallet.”
The TV version below...
Creative Credits:
Client: P&G
Production: Supply&Demand
Executive producers: Tim Case, Charles Salice, Jeff Scruton
Director: Margo Weathers
DP: Simon Chaudoir
Advertising Agency: Grey, New York
ECD: Lisa Topol
ACDs: Anne Stesney, Katie Jensen
AD: Kira Gotbatkin
EP: Stacy Towle
Editing House: BlueRock
Editor: Geordie Anderson
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