CASE STUDY

Making-of Hellmann’s ad for Brazil and Argentina

Story Productions was hired by advertising agency Ogilvy to recreate a successful Hellmann’s television and internet commercial for Brazil and Argentina’s audiences, adopting the use of modern technology and scenographic planning. 


Date: 2021  

Well known for its mayonnaise, ketchup and other food condiments, Hellmann’s wanted to promote their products to Brazilian and Argentine consumers - filming both ads in one single production. The commercial was a recreation of the original version of the ad, which proved to be a success within the British audience. In Brazil, Ogilvy, who was responsible for the advertising, hired full production services company Story Productions to produce the commercial.

A bottle of hellman 's mayonnaise sits on a shelf next to a camera
A man wearing a mask is holding a bowl of food
A group of people are sitting in chairs in a dark room.

Story Productions was responsible for providing Ogilvy not only with filming services but also casting, equipment, post-production and a crew that ranged from costume designers and food stylists to camera-crew and art producers, all working together at a studio in São Paulo.

CHECK OUT THE EDITED AD HERE

THE CHALLENGES

SCENOGRAPHIC PREPARATION

Since the ad was going to air in both Argentina and Brazil, with only some shots separating the two different versions, cultural sensitivity had to be considered while modelling the scenography. This meant that the style of the kitchen, the utensils, the windows and the food had to resemble what the typical Argentine and Brazilian spectator would expect to see in their own kitchen. 

A kitchen with yellow and white tiles , a cutting board , a stove and a shelf.
A woman is looking into an empty refrigerator.

For this, an art department was responsible for understanding how each culture eats and what both countries have in common. “It was a culturally rich process, since we had to research cultural tendencies and put them into practice at the studio” says the production designer who was on set.


Scenographic work also involved building different sets for each ad character. This meant pulling down and piecing together a new kitchen set for every actor, considering what style and personality each of their roles would have, and what it seemed like they would eat.

Two women wearing face masks are preparing food at a table.
Two men are standing next to each other in a kitchen preparing food.

NEW TECHNOLOGY

Ogilvy also counted on Story Productions for modern, quality equipment. Not only did gear include an Alexa camera and prime lenses, but also the Kambo-T robot: a modern, robotic camera with five axles that is highly prized by the  advertising industry due to its problem-solving capacities. Once a camera is attached to Kambo-T, all commands are in the robot's control, from focus and speed to a whole range of other specific demands. 

A camera is taking a picture of a bottle of mayonnaise in a refrigerator.
A man wearing a mask is taking a picture of a woman 's face.

Story Productions also equipped the production with live streaming technology, allowing Ogilvy’s team to direct shots straight from London. At all times, filming was being remotely monitored through our equipment, saving time and money and dodging across-the-world travel.


According to Nick Story, co-founder of Story Productions: “It’s always a fantastic experience to get close to new technology and supply them to our clients. In this case, the live streaming equipment was a real facilitator since it allowed us to receive remote directions from another continent, and Kambo-T proved to be a success, helping to innovate the way we film.”

A person is painting a sandwich with a brush.
A sandwich is on a blue plate in front of a camera.

The Hellmann’s ad, which can be watched here, was carefully done with Story Productions’s crew, equipment and filming services, being able to truly represent both Brazilian and Argentine culture with excellence.

Are you looking to film in Brazil and want a production team to support your needs? Check out our services and get in touch with us so we can provide you with our assistance.