Wieden and Wes Anderson Give Avon a Makeover

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Have you met Mark?
Avon doesn't jump to mind as one of the coolest brands in the world, so when it came time to launch its new youth-seeking brand -- mark -- it seems natural that the company looked for all the hip help it could get from Wieden + Kennedy/New York. Wieden, in turn, drafted big-screen stylist Wes Anderson (The Royal Tenenbaums, Rushmore) to further crank up the cool. The resulting launch spot -- "Meet Mark" -- is drenched in Anderson's trademark whimsy and cast in plastic pastels, as a succession of young women talk about what "Mark" has done for them, as a sweet pop rendition of "Love Is All Around" from The Mary Tyler Moore Show lolls in the background.

The spot's production was also something of a stunt. All the one-line testimonials take place in stall-like mini-sets, which the camera quickly pans across to jump from scene to scene. Real or effects? A little of both, according to Wieden head of broadcast Gary Krieg, who admits that the footage -- which was shot in one take as the camera panned across the scenes in real time -- did require effects help to become as seamless as it appears. "Wes did his homework and started sketching things that we didn't think were possible, but it worked," Krieg says. Additional credits to production company Moxie Pictures, Tonefarmer for the MTM redux, Mad River Post editor Stephane Demonceau, effects company Smoke & Mirrors and post house Company 3.

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