PERPETUUM MOBILE OF PROGRESS

I do not switch channels during the advertising pause and I like to watch "Night of Predators of Advertising " program. Sometimes I even fade before "Shop on a Sofa", considering, whether it is necessary to me to order a belt-sauna and a mini-mixer. My guy agrees, that I am victim of advertising. I also agree. I think that similar things can be treated only by similar things. And I went to the place of shooting of a television commercial of Advertising Agency Twiga.

State of War.

I do not switch channels during the advertising pause and I like to watch «Night of Predators of Advertising» program. Sometimes I even fade before «Shop on a Sofa», considering, whether it is necessary to me to order a belt-sauna and a mini-mixer. My guy agrees, that I am victim of advertising. I also agree. I think that similar things can be treated by similar things. And I went to shootings of a television commercial of an Advertising Agency Twiga.

It was morning, and there were practically no cars in Baiseitova St. near Lermontov`s Theatre. It was silence, in other words a real day off. I approached the place of shootings and saw the following picture: there were children in a camouflage standing near huge spotlights in the middle of street, and there was beside a modest film-making brigade. Vitaly Davidov, director, consistently lined up guys and girls in ranks. Step to the left or to the right, definitely did not mean the death by execution, but, certainly, it meant delaying of the film-making process. Therefore, he tensely reacted to the jokes of the children.

Whilst, I at that time tried to understand an event. I was suggested to get familiarized with the shooting sheet. And, here it is, i.e. in my hands and of the quantity of three leaves of А4 format. There are some small photos with small written comments. The plot is simple: on the first picture there was a singing line of soldiers, on the second there was only one of them, who was closer than they were, then there was also a photo of happy students: the guy and the girl, and the last one had a black head-dress of bachelor graduator. This shooting did not mean anything for the person, who was not connected with the advertising. The end-product cannot be reproduced based on such pictures. But the film-making team was efficiently examining the listings and, sometimes, loudly discussed something.

At last Vitalik managed to line up the chaotic crowd dressed in camouflage. The improvised commander-in-chief was instructed to loudly instruct people to align and to start moving to the place of shooting only after Vitali would cry out "PZh. Why Pzh? In order to ask this question I had to cross theshooting area to ask Vitalik this question. I was stopped by the operator’s remark: "If, you ever pass the front of the camera once again, I shall kill! you" Despite, of the unequivocally of the negative statement, there was a minimum aggression in this phrase. Most likely, it is a professional operator’s phraze. Though, indeed, it worked smoothly, I (being usually a disobedient person) never passed the front of the camera again. Mysticism.

However, when, I finally got to a director, I rapidly asked:
— Why PZh?
— Do you remember film «Kin-dzа-dzа»?
— I remember! And, I, even, remember the phrase «I love our PZh so much». — «And I ku him even more!». Only, what, Danelia has to do with all this?
— Basically, he has nothing to do with all this since this is was a nickname of our first sergeant. Each of strikeball player, has his own nickname. I too play strikeball in this team, therefore, I have called them to take part in shootings. They are good and bellicose guys.

Following that I have understood everything: presence of the girls in the line, fun observed in the shooting place, friendship between children and Vitalik, all these things made sense. I would like mention the girls separately. They appeared to be the most disciplined and responsible: they did not move from the planned positions, did not complain of the heat, did not joke to undermine the work done. However, why I am so surprised? Each article of Cosmo is just about that.

History of Love

Probably, time has come to tell the subject of the commercial. Under the script, he loves he, she loves him too. But their feelings are threatened with separation: he is to go to the army in autumn levy. The loving pair does not wish to leave each other. Therefore, they take the bank credit for study. The guy is happy: he is a student of the prestigious high school, the beloved is near him and all contenders willl have to go to the army. The last march and sing a song about the opportunities lost by them: «It is a pity, that I did not take the credit, that “the Alliance” offered me». And, the song is about the university which is better than rockets. In general, those children have let their happiness to slip away. In fact they too could take the credit and stay with their beloved.

The beginning of shootings. Vitalik: «Camera, PZh». The senior sergeant: «Aling oneself, attention, right turn and double-quick march!» Children have got off with a jerk. But, it has appeared, that the run must be of special type, that is jog-trot. «You run as in war, run normally!» - Vitalik is indignant. At this moment it seemed to me, that the shootings will be conducted not till six evenings, but minimum till six in the morning. But I was mistaken. The following attempt was ideal. Only it was necessary to repeat it more, because of all foreshortenings. By the way, there were no an uniquitous girl with a cracker saying illegibly: «Stage No…, Out--take No. hundred ninety eighth». It confused only me. The others perfectly did without her participation.

Children ran, the operator with assistants moved the camera and the illumination equipment, a variety in the work was not expected. I have decided to find out about the other part of film-making process, which was Sasha’s make-up; he played the role of a student. By the way, everybody, called him the Student. In foyer of Lermontov’s Theatre visagistes and stylist were settled down. Beside, on soft armchairs there were numerous cases and boxes with creams, powders, blush and other female pleasures.Bibigul, an actor playing the role of the student, is obedient and was sitting with shutted eyes. Specialists already applied they magic skills in respect of her. Саша actively resisted to applying of the make-up foundation, but has then reconciled and, in my opinion, he not without pleasure examined his reflection in a huge dusty theatrical mirror. I closely observed of work of visagistes. During five minutes they have made the ideal leather of heroes, which was healthy and smooth. Why does it take from me not less than half an hour every morning? By that time the work over the Bibigul’s image has also come to an end. There was a fine girl who has been brightly made up before me. With such make-up she was not a student to walk along the street, but a models on a podium perambulate. I was assured, that she would look more natural on the screen naturally, the camera «will eat» half of the make-up. Bibigul listened to all these reasonings with an increadible calmness. I have taken an interest: «Are you really do not worry before shootings?» — «I already had a similar experience. Only my experience is connected not with the advertising, but with a clip. I know, that the camera is not a thing to be afraid of, since it is not necessary».

Hot Midday

For sure there have been some changes in the street. Even inside theatre one could here the actors’ song. I with pleasure have hastened back, as the empty theatrical building and sad administrators did cast thoughts about transitoriness of the reality, and did not increase the optimism. Outside, on the contrary, the life have boiled up. Shifting from one foot to the other, children very plausibly performed easy jogging and sang (more precisely, shouted) war chant. With especial interest I observed of guys: some people strenuously shook their thighs, others, on the contrary, hardly moved, probably, they made such bodily movements for the first time. But on the small mobile monitor of the camera, with the help of which the commercial was made, everything was more convincing. Surprisingly, if you look at the screen, you see a running platoon, and, then, if you turn around you will see absolutely other picture.

The time was about to have lunch, in breaks between the shootings, everybody had time to run in small groups to the nearest supermarket to buy chips, doner-kebabs, mineral water and kola. When children had a bite, there have arrived director’s assitant and have begun to unload on a car’s hood juices, hen, tomatoes, cucumbers, bread, cheese, sausage and pies in such quantity as if they were going to feed the whole army. However, so it was. But, the fighters, who already are did not wish to interrupt for lunch. Probably, the proverb «War is a war, but the lunch is under schedule» has become an irrevocably obsolete proverd.

At the height of shootings Vitalik got two buckets, had a hose from the theatre connected and turned on the water, following that asked the strikeball players to make a line. And, here something inexplicable has begun: the guys began to fill the buckets with water, to transferred them to each other and watered the asphalt. However, logical in this case, my question «what for» was answered with laughter and sarcastic comments. And, only after that I understood that the wet asphalt in the picture area looks more aesthetically, than dry. As a result, for the sake of an aesthetics we have spent half an hour of precious time!

While the asphalt was still wet, it was necessary to finish shooting of more general picture areas. Those employees, who were not engaged in film-making process have gone to close the foot road. The operator has prepared, Vitalik gave a sign to him. At that moment the empty street that was empty was suddenly filled with the passers-by. All of them practically did not react to requests to depart aside, sometimes stopped in the picture area and tried to find out, what cinema we were shooting. It was necessary to explain, that it was not a cinema, but an advertising roller. Especially persevering did not stop: «What is the plot? When the commercial will go on the air? What exactly are you going to advertise? Who is the customer? And where is the director?» There were no people, who wished to support conversation with passers-by. But quantity of people increased. Sometimes, gapers helped the film-making team members to clear road by repeating their heart-rending shouts and skillfully communicated their comments to other curious passers-by. So the film-making command acquired new and new people. Sometimes, the place of shootings was visited not by casual passers-by, but by an absolutely concrete young men. They came to the girls (to those, who were disciplined). Girls left a shooting area and lovely embraced their beloved ones in a shadow of a huge oak. The director became angry: «Kindergarten!». Girls left their boyfriends and ran to take their positions in the line. In the break, they went back. Guys easily waited for the next five minutes. And, I was once again convinced that the love exists despite the numerous attempts of many cynics and sceptics who try to assure us as to the contrary. By four one o`clock in the afternoon the workaholism of the operator has reached the apogee. Even when the director shouted: «Well», - the operator contradicted: «Bad». He forced the tired actors to repeat everything once again for 100-th time. At such moments, he grumbled: «Until I have the shooting finished normally, I shall not permit anybody to go». Even the most insignificant takes have been done separately and several times. For example, it concerned such details soldier boots or their tired sweated persons. At last the operator and the director came to a consent and released everybody to have a bite.

This decision has been a reason of the genuine pleasure. Indeed, the hen-grill was never so good, vegetables were never so fresh, juices were never so useful, and sandwiches were never so tasty. Also, there was an impression that you were not in the city centre, but in the mountains on picnic. The smell of the grass trodden by heavy boots, mercilessly scorching sun and high spirits only strengthened this feeling.

Whilst, make-up artists corrected make-up of «students», as they were to take part in the further shootings. Gaffers moved the equipment, and small and fragile Nastya, operator assistant shouted violently the absolutely indecent things, such as: «Drag here the mongrel! Pull snot!». So I have learned about cinema sleng. The mongrel appeared a huge support, and the snot was a cable. Following this they started to place rails which, fortunately, were called so – «rails». Wooden wedges served as the basis for them and the carriage was placed on top of them. The tireless operator, who has hastily eaten a pair of sandwiches, has brought the camera and began to fix it.

Students were already on the planned position and have started to move slowly towards running soldiers. The latter sadly waved to them, students replied. It was the plot. The sad greeting then turned to an extreme farce of the cheerfulness. Soldiers suggested that the student should run together with them. The student did not refuse. Vitalik shouted to him, that his hand greeting was not the one of the «real» man!

In half an hour the shooting procedures were over. First, the amicable team of strikeball players left the place. After them, other participants of shootings one by one went away. It has become an unimaginably silently and easy, and only the grass trodden in some places reminded about recent running, smoking, shouting acts, i.e. about commercial shooting.

My love to advertising has not decreased. I still plan to order a miracle-vacuum cleaner or the mechanism for opening of bottles. But, having seen the mounted 30-second commercial, I have understood, that my day off is not in vain. Advertising is a real engine of progress. It helps not only to clean correctly teeth and to buy tea, but also prompts the search of answers to other questions, which are vital!