It's 1971 - the campaign logo is "You can take a white horse anywhere" - implying that it's possible to drink this particular whisky in the bath, and what a great idea for an advertising campaign!The horse and bath are in the studio. The lighting is set up - irrors reflect the angles to enhance the romantic nature of the image. As horses are wont to do, this one chose the pristine white carpet as the perfect spot to relieve itself. Chaos ensued as the team scrambled to clean the mess, their frantic efforts multiplied endlessly in the mirrors that surrounded the set. With no solution in sight, desperation gave way to creativity: a smoke machine was deployed, shrouding the scene in an ethereal haze. And just like that, the disaster disappeared—or at least, it was artfully concealed. Sometimes, calamity has a curious way of birthing brilliance, and the resulting photograph was nothing short of extraordinary, as you can witness here! Outtakes from the shoot include a male assistant stepping in to pose for a lighting test—not quite as captivating, I dare say! la « femme dans le bain » pour White Horse whisky : En bref : c’est une mise en scène publicitaire audacieuse (réelle présence d’un cheval sur le plateau), typique du goût de Joseph pour les tableaux « théâtraux » et décalés, devenue l’un des visuels les plus mémorables de White Horse
Michael Joseph (born 1941) is a South African-born British professional photographer best known for his advertising photography and his iconic images of The Rolling Stones.Early life and educationJoseph was born in Kimberley, the capital of South Africa’s Northern Cape Province. He was raised in a politically charged environment due to his father’s involvement in the …
