Mars is promoting Galaxy chocolate in the UK and Europe with a television commercial featuring a CGI version of actor Audrey Hepburn. The new ad revives the brand’s classic strap line, “Why have cotton when you can have silk?”, and aims to remind consumers of the superior taste and texture of GALAXY® chocolate. The 60 second ad will be supported by an additional 30 second ad, press, sampling, digital activation and PR running nationally from the 24th February 2013.
Set in the 1950s on Italy’s Amalfi Coast, the ad shows Audrey Hepburn sitting on a crowded bus, wondering when she’ll be able to indulge in her GALAXY® chocolate bar. A car pulls up alongside the bus and she catches the handsome driver’s eye – she seizes the opportunity to leave the bus to recline in the luxurious back seat of the open top car where she enjoys her GALAXY®. As they drive into the distance, the endframe reminds viewers that with its silky, smooth taste, GALAXY® is a pleasure worth taking.
The Audrey Hepburn campaign was developed at AMV BBDO, London, by creative directors Andy Booth and Jim Seath, agency producers Yvonne Chalkley and Kate Jenner.
Post production was done at Framestore, London, by producer Helen Hughes, assistant producer James Alexander, colourist Steffan Perry, VFX supervisors William Bartlett and Simon French, CG supervisor Simon French, compositing supervisor William Bartlett, animation supervisor Nigel Rafter, animation team Nigel Rafter, Steve Townrow, India Barnardo, Brad Silby, technical directors Grant Walker, Stephen Cullingford, Rob Harrington, Jay Khan, 2D artists Russell Dodgson and Jonni Isaacs, and Roto artist Rachel Gregson.
Framestore found an actor who closely resembled Audrey Hepburn to take the lead in the live action shots by Daniel Kleinman. The 3D team built the model of HepburnTM, making use of the star’s entire feature film catalogue, plus all available press and documentary photographs as reference. The team used a brand new renderer, Arnold, to accurately simulate the tracing of light, and enabled the team to perfect the soft, translucent feel of real skin. From here the challenge was developing the distinctive eyes and smile of Audrey Hepburn. See more on the CGI process at Framestore.
Hepburn’s sons, who control her estate, authorised the use of her image, for which they will have received a fee. Sean Ferrer and Luca Dotti say their mother would be proud of her new role, adding in a press release that she often spoke about her love of chocolate and how it lifted her spirit.
Music is “Moon River”, a song composed by Henry Mancini with lyrics written by Johnny Mercer for Breakfast at Tiffanys.