Downtown Coleman became the fictitious town of Ravenstoke, Alaska last week when crews arrived to film an ad for Axe Deodorant Body Spray.
The ad is a ‘viral’ advertising campaign, which means it will be shown only on the internet. According to production manager and first assistant director, John Kerr, a viral ad is different than a normal internet ad, because it’s not spam and is put on a site where people who want to see it can access it.
Award winning company, The Viral Factory, based out of London, England, is producing the ad, along with Spy Films out of Toronto and Kerr’s company, Crowsnest Films, who was subcontracted out by Spy Films.
The premise of the ad is a group of smalltown guys from Ravenstoke, which has a very high male to female ratio, decide to attract women to the community using Lynx, the new scent from Axe. They spray it all over the community, attracting not only a large number of women, but also a large number of animals from their surrounding habitat.
Kerr, lives in Calgary but was raised in the Pass and says he presented the idea of shooting in the Pass to the people from The Viral Factory, and it was quickly decided it would be an ideal location.
“The Pass was very accommodating and it was a wonderful place to shoot. Very warm and welcoming,” said Kerr, who added the only thing which caused some worry was the changing weather, although the rain held off long enough for them to finish shooting for the day.
James Rouse of The Viral Factory, says they were very impressed with the beauty and historic look of the Pass. “(The Pass is) a fantastic location. It’s like it’s from a different world,” said Rouse.
Caleb Bailey, a 23-year-old Pass resident, was one of the local extras involved in the shooting and says it was altogether a fun experience, although he joked his favourite scenes to shoot were the ones in which he worked with one of the female models.
“I was a towns person in the background of (some of the) scenes,” said Bailey. “I loved it and I would do it again in a second.”
Bailey was asked to be an extra by Kerr’s brother and he quickly agreed. He had worked for Kerr several years ago as an extra in Edge of Destruction, a film which tells the story of the Frank Slide.
Filming finished on Wednesday, May 25 and Kerr says the ad should be up on the internet sometime within the next couple months. The ad will be able to be viewed at www.theviralfactory.com or at various Axe sites on the net.