The Mill Makes Brylcreem Effortless

Having a good hair day takes on a whole new meaning in ?‚àö√ë‚àö‚â§Effortless’s, a 60-second commercial for Brylcreem, which the Mill worked on with agency WCRS. It a funny, clever spot that reminds the brand twenty- and thirtysomething audience of the wonders of Brylcreem.

For WCRS, the aim was to take hairstyling back to basics and emphasise a ?‚àö√ë‚àö‚â§less is more’s philosophy, focusing on simplicity and a straightforward approach to grooming. Where some brands try too hard, what they were after was understated style and effortless cool. The result is a witty, seamless commercial ?‚àö√ë‚àö¬® but not, of course, as effortless as it appears.

?‚àö√ë‚àö‚â§It was a difficult grade as the commercial was shot in one take. It was graded in the Baselight as a series of dynamics as the commercial moved from daylight by the window to the kitchen and back again. It was a fluid grade made within the movement of the spot. Key framing was used for specific colours and areas of the set to achieve a seamless colour throughout the commercial.’s
Paul Harrison – Mill Telecine artist.

Lead Flame Ben Turner came on the scene to clean up any rigs, shadows and wires to make it look well and truly ?‚àö√ë‚àö‚â§effortless’s.

The commercial stars the wonderfully deft and nimble Sam Veale, who was chosen after WCRS and Brylcreem ran a competition on MySpace to find someone with the quick responses and dexterity they needed. The music ?Äì which underlines the laidback, sunny-morning feel, comes from Scottish indie band B Raymond and the Voicettes (who also feature in the ad ?Äì along with a giant tortoise?Ķ)

?‚àö√ë‚àö‚â§Effortless’s was written and art directed by Oli Beal and Tori Flower at WCRS, and directed by Fredrik Bond through Sonny London.

The Mill
40-41 Great Marlborough St.
Soho, London W1F 7JQ
+44 20 7287 4041

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451 Broadway 5th floor
New York NY 10013
+1 212 337 3210

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1657 Euclid Street
Santa Monica CA 90404
+1 310 566 3111

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