The dot-com burial ground provides fertile soil for "The Best Work You May Never See" gallery. This time, the demise of online health-and-beauty-products supplier More.com undermined plans to air three spots that marked the commercial directing debut of feature filmmaker John Waters, the self-proclaimed "Pope of bad taste" (Pink Flamingos, Female Trouble, Hairspray, Cecil B. DeMented). The package of spots was shot last year at Silvercup Studios, Long Island City, N.Y. (SHOOT, 6/2/00, p. 1), for San Francisco agency Citron Haligman Bedecarre.
Bicoastal The Industry represents Waters for commercials, and decided to invest in finishing the ads. The Industry, which specializes in handling longform filmmakers for spots, is a satellite of bicoastal Moxie Pictures.
The recently wrapped campaign focuses on an offbeat sitcom-type family known as "The Mores," whose home is a veritable cornucopia of the latest in health and beauty aids. And what better director than Waters to reflect a slice of bizarre suburbia?
In "Poison Ivy," the family’s young son walks into the house to present his adoring mother with a handful of weeds. She beams, until her hubby enters the room and asks where they got the poison ivy. Now the faces of mom and son are welt-stricken, but their expressions remain glowingly upbeat.
Indeed, there’s no reason to worry. Dad—whom Waters described as being "a cross between Don Knotts and a happy serial killer"—comes to the rescue. He briskly pushes a wheeled stepladder upon which his wife resourcefully perches. She scans a stockpile of topical ointments and allergy medications that are neatly displayed in warehouse style against a wall of the Mores’ home. Access to More.com is like having a huge stash of the latest remedies, making the Mores a family that can cope with anything.
With the poison ivy itch fest averted, we return to the Mores’ everyday, yet anything but mundane, life. This time, the son enters the kitchen carrying his latest "gift" to Mom: a beehive, accompanied by swarming bees. Her happy anticipation gives way to sheer transfixion, adding to the campy absurdity of the spot.
Waters’ support team at The Industry included executive producer Lizzie Schwartz and producer Janice Doskey. The campaign was shot by DP Mike Trim. Schwartz explained that The Industry finished the three spots in order to showcase Waters’ affinity for commercials, as well as the unique sense of humor he can bring to the ad discipline.
The creative team for Citron Haligman Bedecarre included associate creative director/art director Bob Pullum, art director John Davis, senior copywriter Shira Friedman, copywriter Patrick Condo and producer Nancy Cardillo.
The spots were cut by Sheila Sweeney of Bob ‘n Sheila’s Edit World, San Francisco. Sweeney also served as sound designer.
Bob Festa of R!OT, Santa Monica, was the colorist. Audio mixer was Craig Helmholz of Crescendo! Studios, San Francisco. David Logan of New York-based Dumptruck composed the music.
