Have you seen Adrian Lyne's new 30-second spot for Jovan Musk--the one that asks the eternal question, "What is Sexy?"--and then goes on to provide the answer in 29 vignettes?
Lyne is not unknown for directing sexy footage, as witness his features--"Flashdance," "9 1/2 Weeks" and "Fatal Attraction."
The spot, which started running last week, is from Boston's HBM/Creamer agency, and it so steamed up network censors that they demanded eight changes. One: wiggling toes were "too suggestive within context of other visuals. Unclear where she is or what she is doing (or reacting to). . . ." At least that's how the networks put it.
As a result, there's been an avalanche of coverage--some of it pretty smile-inducing. (Consider: the syndicated "Entertainment Tonight" ran both the pre- and post-censored spots; CNN's "Showbiz Today" showed snippets of what the networks didn't think we should see.)
But, hey, what about all the production that went into those sexy images? Like--27,000 feet of film (for 30 seconds!). According to Ron Lawner, HBM's exec vp-associate creative director, the average 30-second spot is culled from 3,000 to 4,000 feet. "So we knew we were overshooting," he said, understating.