Being cool without becoming uncool

In Switzerland, the Danish director Martin Werner is known among others from spots for the Ovaltine or Love Life " Got an itch? Then please go to the doctor". His latest work, a five-part series of commercials for a premium collection of the Jack & Jones fashion label, in which Christopher Walken turns into an extremely cool super tailor, is currently attracting international attention. True to the campaign's claim "Made from cool," the Hollywood actor, known as the Captain Koons from the cult flick Pulp Fiction, used his superpowers in the production of the collection - without batting an eye. After Paris, the campaign by Danish agency & CO. Copenhagen has now also been shown in Lisbon at the Eurobest with the Grand Prix honored.

WW: Martin Werner, the campaign claim is "Made from cool. A difficult specification for a director?
Very. There is a reason why the word "cool" is not used too often in advertising. Everything associated with "cool" is almost doomed to become "uncool. The goal was to create an attractive, "cool" image around the product. My ambition as a director was that all the elements in the spot - the clothes, the scenography, the music - supported the coolness.

What was the briefing, or in other words: What was given, what is your contribution?
My task was to find an actor who was capable of believably embodying the claim "Made from cool". It was in this context that the name Christopher Walken came up. Neither the agency nor I could think of a better actor for the role. My contribution consisted mainly of convincing Walken and his agent. An ambitious goal, since Walken had never done commercials before.

How did you convince him?
I wrote him over and over again about how I wanted to approach the project and explained to him: If he ever decided to do advertising, this would be just the thing... And then, fortunately, there was his wife, a well-known casting director in Los Angeles. She was thrilled with my commercial with George Clooney for DNB Bank and also did some convincing.

A well-known actor does not make a good advertisement. You've often filmed with Hollywood actors. What does it depend on?
When you hire a prominent actor just to show a famous face, it usually comes out badly. It's about the person as a whole. Take the movie with George Clooney, for example. He is the most eligible bachelor in the whole world. When a woman wakes up after a night of drinking with a guy by her side, a guy she apparently even married; who better than him? Clooney was perfect! It's the same with Christopher Walken. His integrity and mysterious nature made him ideal casting. Just imagine the commercial with Mick Jagger or David Bowie, it wouldn't work.

What was the biggest challenge for you during the shoot?
Walken is an introvert. The difficulty was building a relationship with him and making him feel comfortable doing commercials.

How did you manage to do this?
By cooking a 3-course meal for him and his wife. Walken loves food and is a passionate cook himself. When he traveled to Copenhagen for the two-day shoot, he originally wanted to eat at Noma (editor's note: well-known restaurant with two Michelin stars). In the end, he decided to eat at my place. I cooked myself. It was very nice, very personal.

How much in the films is real, how much computer-generated?
Most of the tricks are computer-based. That was quite a bit of work. The preparations took four months. We had to make sure that the tricks would work even if Walken didn't follow the stage directions exactly. Walken just plays the way he wants.

What do you like most about the films?
Walken, of course. And: The films are very "cinematic", almost "old school". Little happens, but then suddenly something happens - for example, the way he folds the shirt (video 0:25). The combination makes it. At first nothing, and then, suddenly, "one thing becomes everything." At first, I didn't want music either. Then, when we started playing with the spots, we realized it would be exciting if the spots developed. (Music: Nick Cave & The Bad Seeds)

There's a fine line between coolness and embarrassment. How do you avoid slipping onto the wrong side?
You have to have the courage to reduce and focus on the core message. For example, we said: We have Christopher Walken, but, we don't let him speak. Enriched with a few simple but precise and effective film effects, the comedy, the enchantment really came into its own. Walken does not come across as a Hollywood star trying to sell something. It does not suddenly do something that you never expected from him.

There are five spots in total. Which one is your favorite?
The one with the sheep, he's the coolest.

Is there a continuation of the campaign?
You never know...

What is your next film project?
At the moment I am working on a commercial for a perfume by Benetton. But for once without famous actors.

Interview: Isabel Imper

In Switzerland, Martin Werner is represented by Pumpkin Film. Further information: Pumpkinfilm.ch.