Pull the Trigger brings Dublin back to the 80s in Hotpoint commercial
In their latest commercial for the domestic appliance distributor Hotpoint, production service company Pull the Trigger have transformed Dublin’s city centre into a UK village from the 1980s. The spot depicts a young man reminiscing about his childhood and the local bakery that inspired him to bake later in life.
The spot’s Directors, Anthony Atanasio and Valerie Martinez explain: “it was the second time we’d been to Ireland to shoot in less than a year. The previous time was also for Hotpoint, but for a spot about wool and sheep which dealt with a Hotpoint washing machine."
They continue: "if you want lush European countryside and farms it’s the place to go without a doubt. But second time around we needed a small bakery and a dressed modern home, but what attracted us from the previous outing was how great the ambience of working in Ireland and Dublin with Irish crew really was."
Max Brady, Executive Producer at Pull The Trigger adds: “as it happens the 80s bakery set up is in an area of Dublin, right beside the Pull The Trigger offices. It’s an area that hasn’t changed that much over the years, so the challenge here was to remove modern signage and clear the area of residential cars the night before. The fire oven we found in County Wicklow, again a working bakery. The more modern kitchen areas we found in Malahide Castle, which is a cookery school, so we used areas of it to create the baking sequences.”
Ireland's production incentive, Section 481 excludes commercials projects, applying only to feature films, television programmes and documentaries. Eligible productions can claim a tax relief of up to 32% with a per-project cap of EUR50 million, if they pass a cultural test.
The country does boast a developed production infrastructure however, helped by the Irish landscape’s popularity with a number of high-profile television shows such as Game of Thrones and Ripper Street.
Directed by Atanasio + Martinez
DP: Martin Hill
Production Designer: Ray Ball
Wardrobe / Stylist: Eimer Ni Mhaoldomhnaigh
1st AD: Barbara Mulcahy
Food Stylist: Johan van der Merwe
Location Scout / Manager: Brady Donnacha
Starring: Tim Allen (Older Baker), Philip (Young Baker), Caroline O'Hara (Young Baker's Partner
Service Company: Pull The Trigger, Dublin
Local Producer: Orla Bleahen-Melvin
Local Production Manager: James Byrne
Pull The Trigger Executive: Max Brady
Production Company: Movie Magic International
Producer: Walter Ricciardi
Executive Producer: Giorgio Borghi
Production Manager: Diego Guidotti
Agency: J Walter Thomson Milano
Paolo Cesano (Creative Director JWT)
Cristiano Nardò (Copywriter)
Marijana Vukomanovic (TV Producer)
Francesco Basile (Art Director)
Cristina Barbiero (Business Director at JWT)
Client - Hotpoint
Massimiliano Fugini (Head of Hotpoint & Bauknecht - Strategic alliances, Budgeting and Media Director)
Marianna Chiola (Hotpoint Client)
Beatrice Gobbi (Hotpoint Client)
Francesco Tarli (Hotpoint Client)
Diana Nappo (Hotpoint Client)
Backstage: Stewart Duffy
Global Filming Incentive - Ireland (see more…)
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