Get It On.com is an online personals website where users can be as uninhibited as they’d like in seeking out casual or romantic relationships. This spec campaign was inspired by the site's deceptively clean and mainstream aesthetic: at first glance, it looks no different from any other dating or social networking site. But upon closer inspection, you’ll find that most users hold nothing back in their attempt to ‘get it on’ with potential partners.
The campaign was devised to roll out in two stages. In the first stage, an over-the-top celebrity cologne ad purportedly hawked by Jean-Claude Van Damme would be leaked online.
In the second stage, the same ad would be released online, only this time portraying a young bachelor watching it in his apartment. Contrary to our expectations, he seems convinced of the cologne’s potential and ready to buy a bottle tomorrow.
Cue the reveal that the entire campaign is actually for Get It On.com, and that their service, not JCVD, will truly help you bring home sexy singles.
Written, Directed, Edited and Produced by Warren Tessler
Director of Photography: Han West
Director of Photography: Han West
Motion Graphics: Jeremy Chia
Man: Seth Adams
Voiceover: Jason Brenizer
Man: Seth Adams
Voiceover: Jason Brenizer
30/45 seconds / 2010
Below, see the entire, un-edited Van-Damage cologne "spot."
