Get ready to sweat. That’s the aim of this commercial and it’s achieving the physical response in its viewers by showing them footage of people walking along skyscraper ledges, sliding down sloping skyscraper roofs and rolling on hoverboards on skyscraper summits – some of it with a first-person perspective.
The commercial is by Proximity Russia (BBDO Group) for Clarins hand cream. And when the ad has your palms sweating, the end title reads, Naturally moist hands, just like you have them now.
“Our ad puts the viewer in a very risky high altitude situation,” the Proximity team explained. “Normally in this situation we get nervous, our body temperature rises, so our hands and feet get wet to take the heat away and balance the temperature. All of this is happening automatically. It’s done by relic part of the brain [the reptilian brain or R-complex: ed], which sort of rules all vegetative nervous system.”
The daredevil stunts were all shot in live-action. “These are real people and situations – no CGI. Actually, it’s the same guy in all the shots. You’ve probably heard expression ‘crazy Russian’ before, so, he is a good example of that. He does this kind of stuff for fun and sticks it to his Instagram. We got in touch with him and asked for his support,” Proximity Russia added.
The film was shot before Covid lockdowns but timing is everything, even if it’s coincidental. There is little doubt that the spot will gain impact by being released when people are stuck at home and craving excitement.