Blumberg's Hypnotic Results for Santam

Following on from the successful Sir Ben Kingsley campaign, Bouffant director Dean Blumberg and King James Cape Town have created another ambitious project for Santam Insurance. Volunteers were hypnotised in real world scenarios by internationally renowned hypnotist Keith Barry with interesting - and unpredictable - results.

A unique advertising experiment carried out on the streets of Johannesburg, Blumberg and the creative teams dealt with innumerable obstacles due to the unpredictable nature of hypnosis and its effects on people. Below, the director talks us through the project and why he'd never be hypnotised himself... [that's what he thinks. How'd you think we got the interview?].

How did the idea to hypnotise people come about?

The agency, King James Cape Town, created the scenarios where people would be hypnotised in real world scenarios to believe they were either pregnant or elderly. Then we would capture the results.

Why did you think it was the best way to approach the project?

We loved the idea that hypnosis offered a raw and unsolicited response from people placed in normal scenarios where their safety was at stake. Unlike classic vignette commercials this was a twist which we relished.

The approach was also centered around subverting the traditional ad form and this appealed to us greatly. Beyond the obvious revelations that would and have occurred we knew the idea would inspire debate and allow for extended media surrounding the campaign.

Has anything like this been done before?

Not that we were aware. From our understanding this was the first time that hypnosis had been used in this way to place people in actual situations.

Were there any reservations about doing this?

Absolutely. Hypnosis is highly unpredictable and it had never been done before in this way. We were adamant that the events had to be achieved for real and our treatment hinged on the minute details directing the undirectable and controlling the uncontrollable. Then make it safe.

We had to invent a way to achieve the required polished visuals that has become customary with the brand while relinquishing all our control over the "leads'" actions, trajectories or responses. Every eventuality had to be taken into account. The risks were huge and the pressure never let up, the potential for characters to wonder off was possible during every take. We could not repeat takes, do rehearsals or call cut. All the usual safety nets were gone.

Who was the hypnotist and how did you find him?

The hypnotist is Keith Barry. An Irish hypnotist and mentalist who had done work internationally. I searched the net for a hypnotist who had not only worked on stage but also the street and real world scenarios. I came across a few but Keith jumped out as daring and willing to take chances.

And who were the people hypnotised and how did you find them?

Via various contacts we found a group of willing volunteers.

What was the hardest part about shooting the project?

Essentially we had no idea what would happen and from person to person everything would change. We could not develop a formula and only had a process we had invented to fall back on. We were not sure of the subject's paths or actions and our cameras were hidden but to ensure a certain aesthetic they had a limited view. 

Did anything unforeseen take place?

Yes, everything. Hypnosis offers control to a muddy point where the subconscious dictates behavior and people have vastly different reactions. In one instance a subject went into labour, why we have no idea but deep in his mind being pregnant meant giving birth. But we had an amazing collaborator in Keith Barry who dealt swiftly with unexpected reactions and surprises.

Have you ever been hypnotised yourself?

No, after what I saw, never. Who knows whats inside my head...