When you’ve got a tagline like ‘no sissy food, no sissy portions,’ you can be sure the commercial won’t be for the fainthearted. When Goldberg Moser O’Neill/S.F. filmed its first spot for Stuart Anderson’s Black Angus Restaurants, it called for a rugged cowboy to light a match by striking it under his chin. Elaborate SFX were rigged with radio controlled electrodes that ran up the actor’s sleeve to a specially wired match. After spending three quarters of the day trying to get the effect to work, someone suggested simply glueing a piece of sandpaper under the actor’s chin. Once the sandpaper was in place, the crew wrapped the shot in 20 minutes.
Copyright Adweek L.P. (1993)
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