Behind the Scenes

There are 185 characters in Mother’s European-market TV spot for Siemen’s new Xelibri line of cell phones. They are male and female, young and old, black and white—but they all share the same face. Partizan directing collective Traktor and the London agency cast Los Angeles-based actor Joel Moore in the 90-second spot, which tracks the flight of a man caught dancing illegally. “[Moore’s] face fits in with both men and women, without looking like a transvestite,” says art director Cecilia Dufils.