Directing duo 300ml of Park Pictures teamed with Buenos Aires production company Labhouse to give feet their long overdue due on behalf of client Rexona foot deodorant via Buenos Aires ad agency Ponce.
This :60 shows how feet are snubbed time after time–a marathon runner whose winning medal gets draped around his neck despite his feet having done most of the work; a ballerina whose handprints are placed in cement; a woman whose other body parts are the sensual focus, propped up by ignored high heels; soldiers whose feet carry them through the battlefield yet whenever a brave warrior gains hero status, a bust of his head, neck and chest is memorialized.
A voiceover affirms that feet “will never win the glory. That is why we think the time has come to acknowledge them by keeping them fresh and dry.” The means toward that end is Rexona Efficient, which gives loving care to the feet, the bodypart that sweats four times as much as the armpit.
Park Pictures and Labhouse co-produced the spot.
Hwang Dong-hyuk On Season 2 of “Squid Game,” Wrapping Production on Season 3; What’s Next?
Viewers may gasp, cringe or cry out watching characters die on Netflix's "Squid Game," but those simulated deaths have a different effect on its creator, writer and director. Instead, Hwang Dong-hyuk feels happiness seeing them go.
The show has a huge cast and Hwang says it was "really difficult" to manage everyone on set.
As characters would die, Hwang recalls saying to the actors on their last day, "'Oh no! How sad! I won't see you tomorrow,' but I was always smiling inside."
"Squid Game" season two premieres Thursday. It once again stars Lee Jung-jae and centers around a secret competition in South Korea that targets people in debt and the winner gets a big cash prize. What they don't know is that losing the game is deadly.
Hwang originally conceived of the show 15 years ago as a two-hour film but it failed to gain traction with financiers or even interested actors. He put it aside and worked on other films instead. He then had the idea to make it a TV series instead and took the project to Netflix. There, it could reach a wide audience.
"I never in my wildest dream thought it was going to be this huge," said Hwang, who spoke about the show and what comes next. Answers have been edited for clarity and length.
Q: What have you learned from "Squid Game"?
HWANG: I learned that I shouldn't give up. If you love something and if you want to create something, it might not work now, but the time might come later. Or that idea could be the source of inspiration for something else.
Q: You've already finished filming season three of "Squid Game." Have you thought about what your next project will be?
HWANG: I'm afraid to talk... Read More