This spot opens on a car pulling into a petrol station, the European equivalent to the stateside gasoline station. What happens next makes a strong case for pumping your own gas.
The station attendant grabs the gas nozzle and proceeds to pour gasoline all over the vehicle. Thankfully, the windows are rolled up. The family sitting inside looks on in amazement as their car gets doused in gasoline.
The attendant merrily continues, moving the hose spout to and fro, as if to ensure that no part of the car escapes being "fueled."
A voiceover finally offers an explanation: "Thinking about the time you poured on Calve?"
Accompanying the voiceover is a bottle of Calve snack sauce, which is being applied liberally onto an open-faced sandwich. "New Calve Snack Sauces," continues the voiceover. "Sauces you can’t forget."
This memorably offbeat pitch for a food product was directed by Chris Milk of bicoastal/international @radical.media for Lowe, Paris. The Lowe team consisted of creative director Gregoire Delacourt, art director Olivier Henri, copywriter Caroline Namour and producer Barbara Vaira.
G. Pechard and JM de la Fontaine were the executive producers for @radical.media, Paris, with Mark Allan serving as line producer. The DP was John Pardue, with the food/tabletop portion of the spot lensed by cameraman Jim Beeby.
Paris-based freelancer Fred Jordan was both offline and online editor. Colorist was Anne Szymkowiak of GLpipa, Levallois, France. Audio mixing was done at Studio Delphine, Paris. Sound designer was Johan Bernard of Dans Le Sud Musique, Paris.
