Sumo Car Wash..!

This is an excellent new commercial from DDB Canada and Director Jorn Haagen. It also features the track “Danger! High Voltage” from the Electric Six one of my favorite Detroit City bands.

Some comments from The Corner Store director Jorn Haagen on “Car Wash”.

Fire in the Taco Bell…

If scripts were measured in calories, this is about as close to an Elvis-sandwich as you’d get. And while the rest of the world keeps obsessing over diet-advertising…don’t blame Canada. Because some of the best comedy spots I can think of are great just because they’re so wrong they’re right.

And when Paul Riss and Matt Antonello at DDB Canada woke up that morning and decided that bigger is better, they also made sure I’ll never win the argument that directing is a real job .

Because, how many job descriptions includes trying ‘everything-stew’ (a 10 000 calorie-a-day sumo food festival of flatulent feasts) and telling a 500 pound soaped-up, diaper-wearing man to press his naked chest up against the window of the car. Hey, it’s just another day on the job, Miss Moneypenny…

And it’s hard to see how a motley crew of Sumo’s hand-washing a car wouldn’t be funny. Still, something tells me we did good in using Reservoir Dogs and the Zoolander gas-fight as inspiration, opposed to the Paris Hilton burger-wash.

Finding the music track also worked more like an instinctive ‘knee-jerk’, and followed us from the beginning. Because how could a song about ‘fire in your taco…bell…’ not be perfect. Some things are just so wrong, they’re right.

So what the world needs now, is more agencies like DDB Canada and clients like Subaru who believe in full-fat advertising. It just tastes better.

Check out some more of The Corner Store director Jorn Haagen’s work at www.thecornerstore.tv

And heres another great video from the Electric Six “I Buy the Drugs.”

Agency: DDB Canada, Toronto
Creative Director: Andrew Simon
Copywriter: Matt Antonello
Art Director: Paul Riss
Producer: Andrew Schulze
Production Company: The Corner Store, Toronto
Director: Jorn Haagen
DP: Doug Koch
Executive Producer: Jennie Montford
Steadicam: Bela Trutz
Editorial: Mark Morton @ School Editing
Telecine: Gary Chuntz, Notch, Toronto
Post Audio: Paul Seeley, Wanted Post Production, Toronto
Music: Electric 6 “Danger! High Voltage”

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