Making Old Spice Sausage with Wieden + Kennedy

Ok, I promised a follow up to Friday’s funny video post about making sausage. If you missed it, my point was largely that shooting ads and making commercials is much like making sausage–you love the taste of it, but you’d probably risk losing your appetite if you watched it being made.

That last part of that statement is of course tongue-in-cheek, since learning more about how we make this sort of stuff–as it relates to professional photography and video– is likely a prime reason that this community exists, but hopefully you get my point.

That said, I thought the above vid was a great run-down of some more sausage being made, this time not by me, but rather by the fine folks at Weiden + Kennedy (specifically Craig Allen and Eric Kallman – respect!) This piece is in reference to their Old Spice deodorant commercial that ran during the Superbowl (my fav from that day). Here, they appear on Twit TV with Leo Laporte for the full breakdown. I especially like the lines “…we built half a boat”, “…it’s like a poor man’s roller coaster…” and “…those diamonds are pouring over a fake hand…”

Surprised at all that went into this? It’s never a pretty thing, yet it’s beautiful at the very same time. Enjoy this tasty behind-the-scenes morsel.

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88 Responses to Making Old Spice Sausage with Wieden + Kennedy

  1. LIFT March 2, 2010 at 6:54 am #

    Check out the couple doing the John Denver version of the lyrics to this commercial. As mentioned by the AdWEEK writer, the spot didn't run during the SuperBowl and the guy doing the interview gets his facts a little wrong.

    That said – It's oddly great.

  2. David Porter March 2, 2010 at 7:23 am #

    That was cool!

  3. GWC March 2, 2010 at 7:24 am #

    that commercial is just brilliant…3 days of shooting something that runs for seconds just to get it perfect.

  4. Scott MacKenzie March 2, 2010 at 8:05 am #

    Once again, cutting-edge fun!
    Thanks for hanging this!

  5. Michael March 2, 2010 at 8:09 am #

    Fantastic commercial, thanks for posting it.

  6. March 2, 2010 at 8:33 am #

    "I'm on a horse."

  7. cdelphine March 2, 2010 at 8:33 am #

    whoa I just watched this yesterday. I love that commercial and it is amazing how it is all one take. Seeing such creativity makes me love Old Spice more.

  8. David Brooks March 2, 2010 at 10:51 am #

    Thx for showing this! Classic… and worth the 20 minutes!

  9. lisa b. March 2, 2010 at 12:00 pm #

    My #1 Super Bowl Night spot! Plenty tricks of the trade pulled out to make this, and surprisingly economical to produce. Weiden Kennedy rocked this one! Thanks for the post Chase!

  10. Richard March 2, 2010 at 12:10 pm #

    That was sooooo, effin' awesome.

  11. Gustaf March 2, 2010 at 1:17 pm #

    Excellent stuff. Single take commercials are not easy to pull off. Another great example is Robert Carlyle for Johnny Walker. Six minutes without cuts.

  12. gw March 2, 2010 at 2:12 pm #

    just watched "raging bull" (the scorsese film)and guess what line was in there…

    "look at me, now look at you, now look at me, now look at you…"
    (at apprx 1h40m)

  13. Mike Fergusson March 2, 2010 at 4:54 pm #

    Great commercial!

    Speaking of one-take filming… Have you seen this OK GO music video yet? So epic.

  14. tim March 2, 2010 at 8:33 pm #

    Great interview, and great to see creatives getting attention for such good work.

    It reminded me of Hitchcock's "Rope" which was a series of 15 minute or so takes, w/ seemless cuts to change the film reels and then keep on going.

  15. jeremy March 3, 2010 at 4:07 am #

    i love this "on set" classic style of filmmaking. Now adays everyone is doing cgi and green screen and its that old school slight of hand trickery filmmaking that i really love…but i'm old, so blah.

  16. Christian March 3, 2010 at 5:47 am #

    Thanks for pimping TWIT! :-)

  17. Britt Chudleigh March 3, 2010 at 10:07 am #

    I was literally on the floor, rolling when I saw this run. So freaking funny!

  18. Kevin March 3, 2010 at 10:18 am #

    Don't confuse non-CGI with economical.

    Awesome job guys.Thanks for the post Chase.

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    And thats why I love Portland…

  20. LINK March 7, 2010 at 6:25 pm #

    How does the water not stop pouring from the showerhead?

  21. Anonymous March 12, 2010 at 8:54 pm #

    Ok Leo, I think you just got punked by these guys.

  22. Conrad May 8, 2010 at 4:30 am #

    haha wow.

    didn’t get around to watching this until just now. great stuff.

    good to see the behind the scenes video on that one. nice.

  23. Frank @ April 11, 2011 at 5:15 am #

    That was great!! So Funny.

  24. Matt Simmons August 9, 2012 at 1:17 pm #

    Too bad the video was removed… :(

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