Gordon Carey, Filmcore/Santa Monica

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Chevrolet's "Soap" unfolds a series of cryptic scenes of kids with bars of soap neatly inserted into their little mouths. Turns out the tykes have all been witness to the new SSR sports car, a gorgeous vehicle that compels them to spew foul language when they first set eyes on it. Directed by Bryan Buckley and edited by Filmcore's Gordon Carey for Campbell-Ewald Advertising, the spot features a sequence of 11 cute and clean-cut kids, scored with a Latin beat and Dizzy Gillespie's trumpet. Once the vehicle appears, one boy starts to utter a forbidden phrase but is cut off by the revving of the motor's engine. The final shot shows him with a bar of soap in his mouth. In editing the kids Carey says the key technique was an eye for variety. "You'd have some being stoic, and others collapsing into their hands," Carey says. "[Buckley] had two cameras running on everything so there were plenty of different reactions. I tried to get a nice rhythm, some with a little movement of the kids, and others with movement of the camera." Also Carey wanted to be sure that the pace of the shots didn't follow the beat of the bongos so precisely. "I think you can make a mistake if everything is too logical in cutting to the music. You have to spend time with the kids and their pain." As for the crucial cut at the end, Carey says the last bad boy did actually say 'holy shit' a couple of times, and other times he had him say 'shid' or other variations. "He wasn't swearing all day. He said it close enough to where it worked, because we had to make that as real as possible." Ironically, Carey says CBS asked them to cut the s-word a little bit shorter in the name of decency.
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