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Science can be cruel – crushing opinions and theories with annoying things like 'facts' and 'research'. However, science is rarely as physically punishing as this new spot for Science World, a British Columbian not-for-profit organization engaging and inspiring future scientist and technologists.

Taking its cue from previous ads in the fantastic 'Now You Know' campaign from agency Rethink, 'Positively Painful' ably demonstrates a simple scientific observation using arresting imagery – this time of a rather sadistic nature. Featuring a wince-inducing newspaper to the face, an eye-watering kick to the groin and the best foot-to-nail interface since Marv's staircase ascent in Home Alone, the spot pushes enough 'eek' button to earn it a ban from Canadian TVs (something we suspect may have been the plan all along!).

We loved the upbeat yet delightfully cruel spot, so chatted to its director – OPC//FamilyStyle's Chris Woods – about funny punishment (funishment, if you will) and the challenges of slapstick.


How did you get involved with the project?

Right place at the right time… and a bit of begging.

What were the early stages? Were you dreaming up nasty ways to torture the hapless protagonist?

Absolutely…I was trying to get an array of different pain emotions. The nail was the one I brought to the table, which I felt brought a nice 'cringe-y' moment but all the others were already in the script. We looked at the path from the front door to the street and thought up all kinds of nasty stuff to do to this poor guy.



The colour palette and set dressing gives the spot a deliciously wholesome feel. How did you create the look for the ad? Was it important to accentuate the good-natured aesthetic to counter the cruel tone?

I was trying to picture what "Leave It To Beaver" would look like in color. It was obvious to me that the world needed to be wholesome - as if nothing ever bad happened there to contrast the horrible things this guy goes through.

The lead actor looks like a pretty stand-up guy. How much pain did you actually put him through?

He was a total trooper. The newspaper gag was a real – we simply threw a rolled up newspaper at his face (this was also the first thing we did to him on the shoot day). We got through it without any blood and then had him step on a nail, which was a rig. The dog was very gentle (almost too gentle) but sound design helped out a lot. The big one was the kick in the nuts. He had a cup but it was still hard to watch. The little kid was really sweet and didn't want to kick him but I coaxed him on and showed him how to do it on my producer.



How was the shoot? Did you run in to any issues?

It rained all day but our crew was an amazing bunch of Vancouver pros who are well equipped to deal with these conditions. Every time it cleared we were scrambling to get our wide shots.

The music and sound really add to the piece's tone. Did you go though many different attempts before settling, or was the '50s lifestyle film' the goal all along?

"50s lifestyle" was the tone all along. We were cutting with the track from Pleasantville, which was really nice, but then our editor found the piece you hear in the spot and it fit perfectly.



The ad was too violent for Television Bureau of Canada and was seeded online only (no bad thing, in our opinion!). Did you worry at any point that it was getting too sadistic?

We kind of knew going in that it was a long shot for broadcast. I remember thinking that it was a little silly given the way it was presented but then I saw a write up on it that said "Man steps on a nail, bit by a dog, set on fire and run over by a bus in this new ad" and then I realized that when you put it that way… it is a little brutal.

What's up next for you guys?

Pretty much the same old thing really…selling some chicken, turning humans into monsters, and an office full of texting 12 year olds.