Reverse Raunchiness in Supply&Demand's Downey Spot for P&G

“Rip Your Clothes On” is a fun, provocative spot that revels in irony. The work flips a familiar scenario on its head as a beautiful young couple make out at home. Intimacy mounts as their passion burns – but instead of peeling off their clothes the couple sensually dresses each other in soft, Downy clothes.

“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.”

Upcoming media buys for the Downy campaign includes the Victoria Secret Fashion Show in November. Meanwhile, Weathers is keeping busy directing another Downy spot on location in Cape Town, quickly followed by two commercials for beauty client Clairol.

Credits

Client: P&G

Production: Supply&Demand

Executive producers: Tim Case, Charles Salice, Jeff Scruton

Director: Margo Weathers

DP: Simon Chaudoir

Agency: Grey, New York

ECD: Lisa Topol

ACDs: Anne Stesney, Katie Jensen

AD: Kira Gotbatkin

EP: Stacy Towle

Editing House: BlueRock

Editor: Geordie Anderson