Sorenson says many ideas were thrown around, but this was the happy medium.
“We didn’t want it to be an over-sexualised thing. I’d say it’s a real middle ground.”
Seeking a “creative voice”, the foundation approached Waititi, knowing his experience in balancing comedy and serious issues in films such as Jojo Rabbit and Boy. He agreed without hesitation.
“Breast cancer has affected many people in my life, including my mother and mother-in-law, so my involvement in this project was never in question,” Waititi says.
“We set out to create something entertaining that also carries an important message – check your breasts.”
Garneau-Roughan hadn’t met Waititi before the shoot but was instantly put at ease, even after spending the day under running water.
“He has an overwhelmingly welcoming energy. Immediately, it was very, very easy to be around on set.”
The actor says that, when asked to play the role, he was thankful he’d spent the last decade hitting the gym.
“I think it’s a really fun way to do [a campaign like this]. I think it bridges gaps in a really lovely way and adds a talking point for all people in a way that feels welcoming and inclusive.
“The more eyes and the more easily we can talk about these things between all people, the better.”
While Garneau-Roughan doesn’t know anyone diagnosed with breast cancer, he says the message is important.
“It’s a hugely good cause, and what a fun way to sort of imbue such a serious and integral talking point with a bit of over-the-top charm and some ridiculous, ridiculous settings.”
He hopes his comedy chops are up to scratch, especially when performing for one of New Zealand’s greatest comedic talents in Waititi.
“Once or twice, I heard a disembodied laugh from the corner of set. It could have been anyone, but I’m going to choose to believe it was the Big Dog [Waititi].”
Waititi is a regular director of TV ads. This year, he directed three – more than any other creative – that screened during the US Super Bowl.
They included an ad reimagining Jurassic Park for internet company Xfinity, featuring members of the movie’s original cast, including the late Sir Sam Neill, as well as ones for Pepsi and Lay’s potato chips.
It was reported that he pocketed an estimated $10 million for his efforts.
The Breast Cancer Foundation ad will screen on TV, and in cinemas as one of the last ads before the film starts.
“Those people who duck into the movie theatre last will be captivated by Taika’s magic,” Sorenson says.