Millimeters Matter.

Samsung’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 ad’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 …

§ 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.

§ 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.

§ 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 ….

§ 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.

§ 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.

§ 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 … if you would like any other recipes, please let me know)

The insects ….

§ 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.

§ 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.

§ No insects were harmed in the making of Millimetres Matter but some did get their just deserts!

Lemon meringue pie recipe

0.7478mllilitres cornstarch
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 300°F until the meringue takes on a delicately golden color with lightly browned tops. Allow to cool before gently.

Newest 5
Newest 5 Comments

i REALLY like people who think that just because they didn't put the bolt in the cow's brain, that when their steak comes out of their ass so does the guilt. the video was genius. and if a few gross bugs died to make my heart soar, then so be it. i would kill a million bugs with my fists and feet if it could make 1 child happy. or i would kill a million children to make 1 bug happy. that's just who i am.
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Hmm... special wings... gives the tiniest snippet of:
"In the Diptera (true flies), the posterior pair of wings are reduced to halteres, which help the fly to sense its orientation and movement, as well as to improve balance by acting similar to gyroscopes."
Basically insects have 2 sets of wings but some flies have evolved to lose a set in place for some gyroscopes that allow it super reaction speed and manoeuverability.
At least, I hope I'm right in thinking this.
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C'mon people, this is clearly very well CGI. To hit a house fly requires god like skills because flies have pretty good sensors to detect air disturbances and they have special wings that give them super evasion
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Worst comparison.

One thing if you do it unintentionally and another matter is if you harm animals only to entertain others. And that is what Samsung is doing.

Think about it.

PS: Can you give me a hint how I could avoid killing insects with a car, swerving???
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