The problems associated with casting a commercial are well
documented - and staff from Bean Andrews Norways Cramphorn recently
struggled to find enough weird-looking professionals for a clothing
The agency wanted to position the streetwear brand, Sonneti, as
down-to-earth and unpretentious and hit on the idea of a line-up showing
’Mr down-to-earth Sonneti’ standing among a motley crew of oddly dressed
But they couldn’t find any.
Then they took a look at some of the ’ordinary’ people around them - and
the problem was solved. A team from the agency hit the streets in an
unusual recruitment drive. Punks, goths and assorted flamboyant folk
inhabiting the streets of London proved ideal for the work.
In one ad, called ’latrine’, a row of five men are shown using a urinal
in a club while a second ad, ’supermarket’, shows them standing in a
queue in, yes ... you guessed it, a supermarket.
Although we think it’s fairly easy to spot the chap wearing Sonneti, the
creatives, Gary Soloff and Jeff Ford, decided to put the word
’unaffected’ underneath him, in case any really dozy people should
glance at the work.