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Ica “Close Shave” 2006

Ica “Close Shave” (2006) is an Ica commercial directed by Magnus Rösman, produced by Social Club. It won one award: Epica 2006 Silver Retail Services.

A man dressed as a Buddhist monk is hesitant about shaving his head for a Thai-themed ICA campaign, while his colleagues try to convince him.

Video: ICA on YouTube

Shot by shot

  1. A middle-aged man dressed as a Buddhist monk stands in a colorful room, holding a small bag of chips and a bell, looking around.© Ica0:00
  2. A person in an orange robe holds up a bag of frozen wok vegetables in a grocery store aisle, with text overlays showing a price offer.© Ica0:03
  3. A man dressed as a monk sits with a woman in traditional Thai attire behind him, holding a hair clipper, in a kitchen.© Ica0:05
  4. An older man with a shaved head and an orange robe looks around a room decorated with colorful paper lanterns and garlands.© Ica0:07
  5. A woman in her 30s, dressed in an elaborate gold costume and crown, looks down at a small object in her hand with a surprised expression in an interior setting.© Ica0:09
  6. A man in an orange robe looks up in fear as a woman in traditional Thai clothing touches his head in a kitchen.© Ica0:10
  7. A person in an orange robe holds a box of Uncle Ben's rice on a patterned table, with a price overlay and text at the bottom.© Ica0:11
  8. Two men, one dressed as a monk and the other in a white suit, stand in a decorated room, holding grocery items and looking at each other.© Ica0:13
  9. A person in a white jacket holds a bag of Kronfågel chicken fillet, with a price overlay of "54:90" and legal text at the bottom.© Ica0:16
  10. A woman in a golden, ornate costume and crown holds an electric shaver to her neck, looking concerned in a domestic interior.© Ica0:30
  11. A man in an orange robe gets his head shaved by a woman in traditional Thai dress, looking surprised in a kitchen.© Ica0:32

Stills © Ica. Made by Social Club and Magnus Rösman.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Thai-themed ad with monks and traditional attire for grocery store deals.

role-playing for advertisingreluctant participantcultural themeproduct integrationhumorous misunderstanding

The cut

Length
35 s
Shots
15
Average shot
2.3 s

What creatives use Ica “Close Shave” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ica “Close Shave”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A middle-aged man dressed as a Buddhist monk stands in a colorful room, holding a small bag of chips and a bell, looking around.© IcaA person in an orange robe holds up a bag of frozen wok vegetables in a grocery store aisle, with text overlays showing a price offer.© IcaA man dressed as a monk sits with a woman in traditional Thai attire behind him, holding a hair clipper, in a kitchen.© IcaAn older man with a shaved head and an orange robe looks around a room decorated with colorful paper lanterns and garlands.© Ica
    Frames from Ica “Close Shave”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Ica “Close Shave” in order, with its length, framing and what happens in it.

    A middle-aged man dressed as a Buddhist monk stands in a colorful room, holding a small bag of chips and a bell, looking around.© IcaA person in an orange robe holds up a bag of frozen wok vegetables in a grocery store aisle, with text overlays showing a price offer.© IcaA man dressed as a monk sits with a woman in traditional Thai attire behind him, holding a hair clipper, in a kitchen.© IcaAn older man with a shaved head and an orange robe looks around a room decorated with colorful paper lanterns and garlands.© IcaA woman in her 30s, dressed in an elaborate gold costume and crown, looks down at a small object in her hand with a surprised expression in an interior setting.© IcaA man in an orange robe looks up in fear as a woman in traditional Thai clothing touches his head in a kitchen.© Ica
    Length: 35 s · Shots: 15 · Average shot: 2.3 s

  3. 03Ad ideas: every spot built on a reluctant participant

    Before you present an idea, you need to know who has done it, and how.

    Ica “Close Shave” is built on a reluctant participant. Search the library by idea to see every spot that uses it.

    AB InBev “Party”© AB InBevThe Guardian “Fun Run”© The GuardianSpotify “Australia - Fitness”© SpotifySix Flags Entertainment Corporation “Six Flags - Thrill Seeker”© Six Flags Entertainment Corporation
    AB InBev · The Guardian · Spotify · Six Flags Entertainment Corporation

Award-winning retail commercials

Questions

Who directed the Ica “Close Shave” commercial?

Magnus Rösman directed it, produced by Social Club.

What awards did Ica “Close Shave” win?

1 awards, including Epica 2006 Silver Retail Services.

Sources for the credits and awards

web.archive.org