Plascon Woodcare 2.0 - Wondermerk Studios

The Brief

Plascon wanted to recreate their iconic WoodCare advertisement from the 80s, featuring two wooden puppets.

The original spot was shot in stop motion, featuring two wooden dolls. The protagonist applies the Plascon Woodcare product and remains protected from the sun, while her companion becomes discoloured and cracked.

Client: Plascon

Agency: Filmer

The brief was to recreate the essence of the original WoodCare ad from the 80s while infusing it with a fresh and modern feel. The aim was to engage and captivate audiences, preserving the nostalgia and charm of the original while relaunching Plascon’s WoodCare product and reflecting the diversity of modern South Africa.

The Concept

Colin O’Mara Davis, Creative Director at Wondermerk Studios, who himself was deeply inspired by the original WoodCare ad, spearheaded the project. The team wanted to build on the established world of the original ad and explore new possibilities. They envisioned a beach inhabited by a vibrant community of wooden puppets and create a film that felt hand-crafted. The team also focused on representation, ensuring that audiences could recognize themselves in the characters and that the settings felt familiar.

beach shore scene with main and background characters

The Process

Wondermerk got to work redesigning the existing characters and creating a dynamic beach environment.

The rebooted commercial features an updated cast of 40 diverse South African characters and is set on the iconic Durban beachfront, with the renowned Ku D’ Ta Pier as a backdrop.

The cast features adults, kids, and gogos of all shapes and sizes, and our leading ladies, Mindi and Ash, are reimagined as beautiful African women.

The beach needs to remind the audience of the Durban beachfront on a beautiful summer’s day. Props include the Ku D’ Ta Pier, rickshaws, and the facades of buildings bordering the beachfront.

The commercial ends with our hero, Mindi, and her WoodCare-protected friends dancing together to a rhythmic Amapiano track, a house music style that originated in South Africa.