Photographer, filmmaker, videographer and author William Wegman has added commercial director to his list of credits. Famous for the family-oriented images of his Weimaraner dogs, Wegman incorporated the "gray ghosts" into his first-ever commercial for Honda, out of Villains in New York. The agency was Rubin Postaer in Santa Monica.

Three 30-second spots for Honda's Odyssey titled "Dad's Dream," "Mom's Dream" and "Kids' Dream" were lensed by Wegman alongside DP Dan Hainey.

Rubin Postaer senior vice president and creative director Mark Erwin says the campaign was designed specifically for Wegman based upon his international recognition and the depiction of family in his films.

"He's a part of a lot of young families, which is the exact market for this vehicle. I think there's a style and a sense of humor to his work that is similar to ours and Honda's," says Erwin.

Despite having shot several video segments for Sesame Street and a film titled Dog Baseball, Wegman says he was hesitant to direct his Weimaraners in a tv commercial.

"Well, they asked me and I said 'no' because I didn't want to contaminate the dogs," explains Wegman. "More or less so they wouldn't be associated with a product, so they can be free to show up in my work however I feel like it."

The photographer changed his mind after viewing a reel forwarded by Rubin Postaer. It featured Honda commercials by the Coen Brothers and the Keith Haring Estate. Wegman felt as though he could shoot the spots and maintain his artistic integrity.

"Even the people (who) work with me all the time, who regularly sneer at anything that's tainted with a commercial, were up for this one and it was really fun to do," says Wegman.

The Weimaraners, a breed chosen by the photographer for its mutable expression, are named Chundo, Battina, Crooky and Chip. Each dog was cast as a family member.

Wegman describes "Dad's Dream," in which Chundo appears dressed in a black pinstripe suit with a briefcase: "He clicks open the doors and there are his golf buddies, played by two of the dogs in these very classic Ben Hogan-type golf outfits, beckoning him to join them. Then, you see him get into the car and we rigged up his ears so they flap in the wind. It looks like he's screaming down the highway." Richard Dreyfus provides the voice-over: "The dad-approved V6 seven passenger, enormously powerful Odyssey from Honda. It's one big, happy minivan."

In "Mom's Dream," we see mom's fantasy of loading the back of the minivan with vintage luggage and setting out on a journey with dad. As dad searches the map, mom flips on the satellite device featured in the Odyssey and the two continue on their way.

Wegman's personal favorite is "Kids' Dream." Designed to promote the dividing back seat, the spot features two Weimaraners as kids fighting over a book. In the end, they are separated, each dog with its own book. A celebratory sip of soda is achieved by shoving sliced turkey down the straws.

Wegman spent six days shooting the spots in his New York studio, and an additional six days creating the still that appeared in the print campaign. Time was also spent practising with the dogs and a car seat that was shipped to his sister's home in Maine.

"We used human hands in this," explains Wegman. "Our actors have to reach behind the seats, (and) poke through the car seat to make the illusion that the dogs have hands."

As if consulting with his pets, Wegman says he will be selective concerning future boards. "We'll think about it."

WEB.FILES
William Wegman: www.wegmanworld.com
Villains: www.carlforsberg.com
Rubin Postaer: www.rpa.com