Some people have all the fun. What's Rob Zombie doing besides tuning up his summer metalfest tour and prepping for The Lords of Salem witch flick? Directing a laundry soap commercial for Woolite—what else? (Nothing surprises us anymore.)
The shockrocker-turned-director recently finished a surreal shoot for a 30-second spot called "The Torturer" for the decidedly unscary consumer cleaning product. It features a grimy, hulking Uncle Fester-like character mangling laundy on some sinister devices. Zombie himself was wary of Woolite and issued this statement:
"Well, I just wrapped a very odd directing gig in sunny Vancouver. A very scary TV commercial for Woolite called 'The Torturer.' Yes, I said Woolite. This ain't yo Mamma's Woolite. Halloween 2's D.P. Brandon Trost and House Of 1000 Corpses producer Danielle Lovett were part of the fun. It's a very bizarre commercial for a product like this. Honestly, I was shocked when they called me to do it."
As part of a new ad campaign with a spooky feel reminiscent of alarming Zombie horror films, the ad debuted this week on Woolite's Facebook page. (You know you've been there).
Jiri Kulik, GM of household marketing for Woolite's parent company, Reckitt Benckiser, admitted with a smile that some execs were apprehensive at first:
"After some consumers in our focus groups described what their clothes go through with laundry detergent like a 'torture,' we got this crazy idea of the washing machine like a torture chamber for your clothes, and then we describe Woolite as the savior. When we saw the first storyboard we almost flipped from our chairs. Eventually, with testing, we got more and more comfortable with it."
Zombie said he and his cinematographer, Brandon Trost, made the spot "more like a Tim Burton" film than something truly horrifying. There are two versions of the commercial: a darker one for Facebook and movie theaters, and a milder one for television. The shocking brutality of liquid detergents? What's next, Mr. Zombie? House of 1000 Dryer Sheets?
Long live your wardrobe ... and cool headbanger rock gods directing clips for innocent laundry room staples.
Hide your shorts!
(via Metal Injection)