Martin Werner and the King of Cool

If your tagline is 'made from cool' then you'd better make sure that not only is your product cool, but your advertising is as well. And if you want cool, well, you only have to look at Christopher Walken and you know you've found it. The star of films such as True Romance, The Deer Hunter and Pulp Fiction and, of course, this music video, Walken is a living icon.

So when agency &Co Copenhagen and Bacon director Martin Werner wanted the embodiment of cool they knew where to look. But would they get him? "It's almost like, if you say you're made from cool, you're almost doomed to be uncool," says Werner, "so we knew we had to get Christopher [on board]. Nobody expected him to be interested, even his agent, but they said they'd show him [the script]."

Werner says it took six months of back and forth before everything was tied together but tie it together they did. "He liked the script," Werner expands, "because he didn't have to talk." Asked whether they wanted that iconic Walken drawl in the spot Werner replies, "I negotiated with him to try to get him to talk, but he just said 'what the fuck would I say?'." 

You can watch Knitting, above, and Sewing, below plus you can click here for further spots and an interview with &Co creative director, Thomas Hoffman.