Archery, skunks, a giant shower foam machine, actor David Spade and Mekanism’s Tommy Means all went into the making of a :30 online trailer created by BBH, New York, that directs viewers to the website www.worldsdirtiestfilm.com, where they are asked to help finish The World’s Dirtiest Film for Axe shower gel. At the site they receive details and ideas on how to create and submit their own dirty movie entries to be cleaned up by Axe. Some of the best videos were compiled with a longer version of the trailer to create what ultimately became The World’s Dirtiest Film. The resulting four-minute film, which is currently playing on the site (visitors can check out other contest submissions as well), is dirty, but not in an X-rated way. The video guidelines prohibited people from sending “nudity, pornography or any other icky things.”
In the humorously sexy trailer, Means uses slow motion sequences of beautiful women eating ribs, shooting hot dog arrows and body painting, followed by the Axe-laden group shower to clean things up. Before the group shower scene in the final film, the camera zooms in on Spade, who reveals “The dirtier you are–the cleaner you can get.” As the shower scene concludes, Spade says, “The cleaner you are, the dirtier you can get.”
The idea behind the campaign is pretty simple.The World’s Dirtiest Film was created to show how AXE Shower helps dirty boys get clean, so they can get dirty all over again,” said Kevin Roddy, executive creative director at BBH. However, achieving the look of the film that the creative team wanted was more complex. They wanted to create a vibrant look of a late ’60s European art house film, where Spade creatively muses on what dirty really is. Means noted, “BBH came to me with a specific genre in mind, avant-garde erotica. I tried to create a world where Matthew Barney and Stanley Kubrik would equally feel at home. Then you throw David Spade and beautiful women in the mix and you have something very comedic and very visual.”
An Arriflex 416 16mm camera was used to capture the footage. Roddy called Means and his team “fantastic.” “It was important to us that the film embody a very unique style and that it mirror a very particular art house genre. Tommy absolutely nailed that vision,” Roddy said. All things considered (archery, skunks, and a giant shower foam machine), the shoot went really smoothly and it all came together pretty seamlessly, according to Roddy. And working with Spade was the icing on the cake. To help launch the campaign, the contest was showcased during his appearance on the Jimmy Kimmel Show. “David was great. He really understood and embraced the concept, while adding a touch of his own personal style through hilarious improvisation. From the shoot to the press junket to his appearance on Jimmy Kimmel, he was a pleasure to work with every step of the way.
In addition to plugs on the Jimmy Kimmel Show, the trailer ran on-air and on various online sites such as: College Humor, Atom Films, iFilm and Heavy. “We also: created a Facebook group page to encourage online chatter and visited six college campuses to engage students in live activation,” Roddy explained. For the final film premiere, BBH ran a homepage takeover on YouTube, partnered with Jun Group and other UGC sites.
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