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ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” 2015

ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” (2015) is an ICM (Institut du cerveau et de la moelle epiniere) commercial directed by Lionel Steketee for Publicis Conseil. It won one award: Epica 2015 Bronze Public Interest - Health & Safety.

Scientists in a lab perform a striptease to raise awareness and funds for brain and spinal cord research, highlighting the extreme measures they might take for their cause.

Video: Publicis Conseil on YouTube

Shot by shot

  1. A male scientist in a lab coat works at a computer, while other scientists are visible in the background of a bright, busy laboratory.© ICM (Institut du cerveau et de la moelle epiniere)0:02
  2. A male scientist in a lab coat and glasses looks up from his work, surrounded by lab equipment in a bright laboratory.© ICM (Institut du cerveau et de la moelle epiniere)0:09
  3. A male scientist in a lab coat peeks from behind laboratory equipment, looking directly at the camera with a curious expression in a bright lab.© ICM (Institut du cerveau et de la moelle epiniere)0:11
  4. A female scientist in a lab coat looks up from a microscope with a concerned expression, as another scientist walks past in the foreground.© ICM (Institut du cerveau et de la moelle epiniere)0:15
  5. A male doctor in a white lab coat and purple tie turns to face the camera, holding his lapels, in a brightly lit lab.© ICM (Institut du cerveau et de la moelle epiniere)0:18
  6. A male scientist in a lab coat and pink polo shirt looks at the camera while unbuttoning his cardigan in a bright laboratory.© ICM (Institut du cerveau et de la moelle epiniere)0:23
  7. Four male scientists of varying ages dance in a laboratory, removing their shirts in a striptease-like fashion.© ICM (Institut du cerveau et de la moelle epiniere)0:25
  8. A man with hairy chest and arms struggles to remove his white t-shirt, revealing his face and glasses as he pulls it over his head.© ICM (Institut du cerveau et de la moelle epiniere)0:29
  9. A man with dark hair and bare chest looks at the camera, then looks down and touches his neck, in a bright, blurry background.© ICM (Institut du cerveau et de la moelle epiniere)0:34
  10. A balding man in his 40s, wearing glasses and suspenders, looks surprised while taking off his shirt in a brightly lit room.© ICM (Institut du cerveau et de la moelle epiniere)0:37
  11. A man with a bare stomach and red plaid boxers is seen from the waist down, holding his black pants and suspenders.© ICM (Institut du cerveau et de la moelle epiniere)0:39
  12. A man in red boxers and grey pants pulls up his pants in a bright, minimalist room.© ICM (Institut du cerveau et de la moelle epiniere)0:42

Stills © ICM (Institut du cerveau et de la moelle epiniere). Made by Publicis Conseil and Lionel Steketee.

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

The idea

Scientists striptease to fund research, showing dedication and humor.

Tagline: “Faut-il en arriver là pour financer nos recherches sur le cerveau et la moelle épinière?”

unexpected behaviorhumorous contrastbreaking the fourth walldedication to causeself-deprecating humor

The cut

Length
60 s
Shots
29
Average shot
2.1 s

What creatives use ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease”? 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 male scientist in a lab coat works at a computer, while other scientists are visible in the background of a bright, busy laboratory.© ICM (Institut du cerveau et de la moelle epiniere)A male scientist in a lab coat and glasses looks up from his work, surrounded by lab equipment in a bright laboratory.© ICM (Institut du cerveau et de la moelle epiniere)A male scientist in a lab coat peeks from behind laboratory equipment, looking directly at the camera with a curious expression in a bright lab.© ICM (Institut du cerveau et de la moelle epiniere)A female scientist in a lab coat looks up from a microscope with a concerned expression, as another scientist walks past in the foreground.© ICM (Institut du cerveau et de la moelle epiniere)
    Frames from ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease”

  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 ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” in order, with its length, framing and what happens in it.

    A male scientist in a lab coat works at a computer, while other scientists are visible in the background of a bright, busy laboratory.© ICM (Institut du cerveau et de la moelle epiniere)A male scientist in a lab coat and glasses looks up from his work, surrounded by lab equipment in a bright laboratory.© ICM (Institut du cerveau et de la moelle epiniere)A male scientist in a lab coat peeks from behind laboratory equipment, looking directly at the camera with a curious expression in a bright lab.© ICM (Institut du cerveau et de la moelle epiniere)A female scientist in a lab coat looks up from a microscope with a concerned expression, as another scientist walks past in the foreground.© ICM (Institut du cerveau et de la moelle epiniere)A male doctor in a white lab coat and purple tie turns to face the camera, holding his lapels, in a brightly lit lab.© ICM (Institut du cerveau et de la moelle epiniere)A male scientist in a lab coat and pink polo shirt looks at the camera while unbuttoning his cardigan in a bright laboratory.© ICM (Institut du cerveau et de la moelle epiniere)
    Length: 60 s · Shots: 29 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a unexpected behavior

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    ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” is built on a unexpected behavior. Search the library by idea to see every spot that uses it.

    Yoplait “Yoplait Really Creams Yogurt”© YoplaitBelvedere Vodka “Presents Daniel Craig”© Belvedere VodkaAtg “Unleash Your Inner Horse”© AtgFactSet “Fluent in Finance Gains 30”© FactSet
    Yoplait · Belvedere Vodka · Atg · FactSet

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Questions

Who directed the ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” commercial?

Lionel Steketee directed it, for the agency Publicis Conseil.

Which agency made ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease”?

Publicis Conseil created it for ICM (Institut du cerveau et de la moelle epiniere) (2015).

What awards did ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” win?

1 awards, including Epica 2015 Bronze Public Interest - Health & Safety.

What is the tagline of ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease”?

“Faut-il en arriver là pour financer nos recherches sur le cerveau et la moelle épinière?”

Sources for the credits and awards

winners.epica-awards.com

ICM (Institut du cerveau et de la moelle epiniere) “The Strip-Tease” (2015) Commercial by Lionel Steketee: Credits, Awards & Stills