This week's hotshot is a sweet (smelling) musical epic for Rexona co-directed by Rebolucion's Armando Bo and Baby through VegaOlmosPonce in Buenos Aires.
The spot shows a woman singing and dancing around a series of mucky locations: kissing a fish, cuddling a tramp and falling into a garbage truck. Enjoy life without thinking about bacteria, says the tagline.
"The product is not only a soap but an antibacterial one, key in regions like the Caribbean and the northwest of South America," explains VegaOlmosPonce creative director Sebastian Stagno. "The client's brief wanted to depict a woman who could live her life intensely thanks to the new Rexona Soap. That is what we aimed to do, trying to avoid clichés."
Musical was shot in the Venezuelan capital Caracas over three days by Bo and Baby. Bo explains how the idea was put into practice. "It's a musical everybody is in the creative process, choreographer, dancers, directors, the creative team, even the clients," he says. "We didn't work thinking in the script, we started again from the beginning with Baby and the agency, we worked together rebuilding the script, brainstorming new ideas. We always work like that with VegaOlmosPonce, and it's a really good process. Also when we arrived at the locations more ideas came to our minds and when shooting we improvised some stuff too."
To watch the spot click here: CLICK HERE TO VIEW SPOT
