Italian TV Commercial for "Morositas" real fruit sweets, Lemon flavour.
Part of the award winning campaign for Perfetti directed by Matt Forrest in 1998. The campaign comprised of different commercials for each flavour.
The tagline for the campaign, shown at the end of each commercial was "Real fruit, tortured for your pleasure"
This commercial, sometimes called "Lemon" was shot on location in a disused public swimming pool in West London.
This is the original edit which was banned a little while after it aired due to the number of complaints. After debate about fruit being tortured, in both the press and Italian parliament, a new version was shown with the knife removed!
Other commercials in the campaign directed by Matt Forrest include the same actor using a chain saw to torture oranges in an orange grove (Malaga, Spain), and strawberries waiting to be tortured as they hang from hooks (Smithfields Meat Market, London).
Key Credits:
Advertising Agency - Selection (Milano)
Creatives - Mike Wells & Will Barnett (London)
Production Company - Snapper Films Ltd (London)
Director - Matt Forrest
Producer - Laura Gould
Production Manager - Sarah Wadey
DOP - Tim Maurice-Jones
Production Designer - Simon Holland
Actor - Paul Bentall
Animatronics - Asylum (London)
Music - "Little Green Bag" George Baker
Offline Editor - Steve Gandolphi (Cut & Run London)
TK - VTR
Post Production - Glassworks (London)