To create the irony and tongue-in-cheek mood so vital for the commercial's appeal, the two characters were very important. For director, Jonty Fine, the most important element was that the lead be a genuine Jamaican.
“We auditioned many, many, many people who professed to be Jamaican but could not remember exactly where on the island they were born, nor could they maintain their accents for very long. Fakes!” he laughed. “Eventually, however, a native Jamaican was cast in the lead and our dogged persistence to hire the real McCoy rewarded because he really is terrific and brings a true sense of the island to his delivery.”
Frieze Films' Jo Barber added that the young and upcoming Fine also paid considerable attention to detail on set, which ensured the credible performances took place in a mock-serious environment.
“Physically, the set provided a real Jamaican feel but it was Jonty's meticulous interpretation of the storyboard which highlighted its irony. This was a very exciting project for him and will certainly add to the set of skills he'll be packing to take on a new initiative Frieze Films will launch next year,” Barber said.