Action star gets baking in Mother's new campaign for Acer
As Jack Bauer in the cult TV series ‘24’, Kiefer Sutherland was shot, tortured, imprisoned and addicted to heroin. Over eight series he killed 267 people and used ‘any means necessary’ to get what he needed. Every day seemed a bad day.
In a new ad campaign for computer company Acer’s Aspire S5 Ultrabook from Mother, Sutherland is back in a pastiche of his Bauer character. This time he’s showing his softer side with a spot of cupcake baking.
But, Bauer being Bauer, he hasn’t donned a frilly pinny and whipped out his mother’s icing bag to beautify his creations. Instead he’s reaching for power drills and flamethrowers.
During his culinary adventure he uses his laptop to search for the perfect recipe, ruthlessly interrogates people about ingredients and even blows his own car up to inspire the brand’s logo.
Martin Schellekens, Global Marketing Director at Acer, said: “At Acer we’re interested in what people do with the technology we develop. The S5 Ultrabook is the first of many products that will help our users explore a different side of themselves. For Sutherland that was cupcake baking, but over the coming year we’ll create more stories with more characters dwindling outside their comfort zone.”
“Sutherland makes a great tough guy, but instead of tackling terrorists or dirty bombs, we wanted to test his cake making skills to the limit. It was a great shoot to work on – he said that the explosions were as big as anything in 24,” said a representative at Mother. “We’re really looking forward to the next episode in this series, in which another celebrity will be exploring a very different side of themselves.”
The spot broke on August 20 in the UK, Germany, France and Russia as a 90 second film for cinema and the web, a 20 second TV trailer and a series of print ads.
Project: Acer Aspire S5 Ultrabook
Brief in one line: To launch the new Acer Aspire S5 Ultrabook
Client Name & Title: Maarten Schellekens, Acer Global Brand Director