Samsungâ€™s new viral video ads feature insects getting hit by cream pies. And to think I still use the old-fashioned flyswatter. Push play or go to YouTube.
Update 5/14/07 - Claire Watson of Immediate Future wrote to us:
I have some behind the scenes snippets from the making of the ad, which might be of interest to your readers and offers some answers to some of the comments relating to the post?
The adâ€™s already reached 1.3 million views since going live on YouTube - thanks so much for posting about it on your site!
A bit of background â€¦
Â§ Shot at Greenford Studios, Middlesex, a specialist team of production crew, cameramen and insect handlers spent three days using high speed photosonic cameras to capture the pie flinging antics on film.
Â§ The biggest challenge was creating enough light to achieve the required exposure. To ensure the insects were comfortable and under no threat of heat exhaustion, the light could only be switched on for up to 3 seconds at a time.
Â§ Even with the specialist equipment, the depth of field was literally never more than a few millimetres, meaning that the insects only had to move minutely before going out of focus, or for the pies to miss.
The pies â€¦.
Â§ More than two hundred and twenty five miniature desserts, including Lemon Meringue pie, Coconut Custard pie and Cranberry Jelly pie, were specially crafted by an expert team of miniature props creators.
Â§ Although the pies in the final film are genuinely minute millimetre size desserts, the smaller insects were not hit with these directly in case this caused injury. Instead only the jelly, custard and meringue toppings were catapulted towards them.
Â§ The dessert recipes followed the usual format, with the only difference being that the ingredients were reduced down to milliliters and they were created under a microscope. (I have included a recipe for the Lemon Meringue pie at the bottom of this email â€¦ if you would like any other recipes, please let me know)
The insects â€¦.
Â§ When asked about the insects' reactions on finding themselves in the middle of a pie fight, the professional insect handler told us that the insects were unperturbed by the flying pies and far more interested in consuming the spoils.
Â§ A total of three hundred flies, fifteen beetles, one Elephant beetle, six common spiders, one queen wasp and one hundred bees were present on set at all times.
Â§ No insects were harmed in the making of Millimetres Matter but some did get their just deserts!
Lemon meringue pie recipe
0.1478 milllilitres tablespoon flour
0.176 mililitres cups granulated sugar
0.2 millilitres water, boiling
0.004 egg yolk, beaten
grated rind of .02 of a lemons
0.1478 millilitres butter
0.025 mililitres salt
0.075 millilitres unstrained lemon juice
Under microscope: Sift together cornstarch, flour, and sugar.
In centrifuge mix in boiling water, continuing to mix until mixture becomes smooth.
Cook the mixture in top of a double boiler for 30 seconds.
Be sure the water in the double boiler is simmering before the 30seconds count begins.
Meanwhile, beat a .25 millimetres egg yolk. Stir the hot mixture into the beaten egg yolks (to temper), then slowly combine the egg yolks entirely with the remaining hot mixture. Pipette in the grated lemon rind, butter, salt, and lemon juice.
Stir constantly, continuing to cook until the egg yolks become smooth and thick.
Pour the filling into the baked pie shell. Cover with meringue (see below) while still warm, but not hot.
.005 egg whites, stiffly beaten
.0025 teaspoon salt, scant
.09 tablespoons granulated sugar
.025 teaspoon lemon juice
Place salt and lemon juice in bowl and mix in centrifuge egg whites Check under microscope mix is stiff, but not separating. While centrifuging, gradually pipette in the sugar.
Spread meringue on top of lemon filling with a spatula.
Bake pie at 300Â°F until the meringue takes on a delicately golden color with lightly browned tops. Allow to cool before gently.