We made a video with a proper film star and a bloke off the telly! This project was for a partnership with EE and Google. EE wanted to promote watching video on 4G while Google wanted to promote watching longer videos on YouTube – so we decided to make a genuine piece of YouTube video content that illustrates this rather than your usual advert.
(See it here if you’re outside the UK)
I wrote and Creative-Directed it, with some writing help from Mark Bushnell who came up with the “no this is a bacon sandwich” line, much loved by the YouTube comments. We worked closely with Jamie’s team to design the 2 sandwiches, and make sure the content we were creating felt like a genuine Jamie Oliver Food Tube episode – the video only exists on Jamie’s channel after all, not EE’s.
It was a pretty hectic half day shoot, but Kevin is of course an absolute pro, and Jamie did a great job getting Kevin and crew excited. It’s hard to believe but the chainsaw was actually Jamie’s idea, not mine.
For the close-ups, we worked with a great chef who’s hands and arms (after some shaving and hair dying) matched Kevin’s perfectly, we even got a double for Kevin’s wedding ring for him. My proudest moment was stepping in as the stunt man (or the only person stupid enough) to hold the loaf while it was being chainsawed in half.
The video reached 2.5 million views within 2 weeks, and is Jamie’s most watched YouTube video by quite a margin. I know we’re not supposed to read the YouTube comments but it’s great to see so many like “First ad on YouTube I haven’t actually skipped”.