HOTSHOT LIFE IS SWEET 14 May 2008
Forget Hard Candy, this week's Hotshot is all about soft centres, as James Pilkington of The Sweet Shop helms a pair chocoholic misadventures for Dove though CumminsNitro
In the first of two spots, Pam Nesia, we're introduced to the eponymous Pam and her rather bizarre medical condition by a long-suffering French boyfriend. As fond as Pam might be of chocolate, every time she ingests a piece she loses a chunk of her memory. From unpleasant doctors appointments to email mishaps, our heroine finds a way to turn her amnesia to her advantage.
Forget Hard Candy, this week's Hotshot is all about soft centres, as James Pilkington of The Sweet Shop helms a pair chocoholic misadventures for Dove though CumminsNitro
In the first of two spots, Pam Nesia, we're introduced to the eponymous Pam and her rather bizarre medical condition by a long-suffering French boyfriend. As fond as Pam might be of chocolate, every time she ingests a piece she loses a chunk of her memory. From unpleasant doctors appointments to email mishaps, our heroine finds a way to turn her amnesia to her advantage.
Following in the footsteps of Pam is fellow chocolate addict Em Ocean, who finds consolation and comfort from life's ups and downs in the form of a bar of chocolate. Whether she's gatecrashing weddings or funerals, engineering break-ups with virtual strangers or smashing priceless vases, Em's daily mission is to find an emotional situation to justify her chocolate cravings.
Em OceanShot over four days after a single afternoon of rehearsals, the spots grew out of a pair of tightly worked scripts by CumminsNitro. "By the time the scripts reached James we'd already honed the look and feel, and even the framing, of most of the scenes," explains creative Matthew Page. "We consciously aimed for a more 'underwritten' feeling as we really wanted the neuroses of the characters to come alive inside their respective worlds."Pilkington's primary role, elaborates fellow creative Carolyn Davis, was to breathe life into the female leads. "During the shoot James was keen to explore the vulnerability of Pam and the coldness of Em to create an interesting contrast between the two characters."And were Page or Davis worried about the idea of sending up female stereotypes? Davis is quick to respond. "Obviously an element of the stories springs from the truth. Regardless of how neurotic the characters might be there's something in there that people can relate to, which is amusing in a devious sort of way."Although the spots were written as :60s, longer :90-second cuts were created by editor Tim Mauger to build on certain elements of the narratives. "We were fortunate to be working with a brave client who specifically briefed us to create something that wouldn't feel right for any other brand of chocolate," Page says. "They really understood that people are no longer glued to the TV and so to create engagement you really have to find a strong idea that stands out from the noise."
Click here to view this week's Hotshot
Dove Chocolate: Pam Nesia
Agency: cummins & partners
Agency Producer: Jill Wheeler
Creative Director: Sean Cummins
Creative: Carolyn Davis; Matthew Page
Director: James Pilkington
Production: The Sweet Shop
Producer: Lynnette Gordon
Director of Photography: Ian McCarrol
Post Production: Oktobor
Editor: Tim Mauger
Music: Level Two Sound, Melbourne
Brand: Dove Chocolate
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