the master of anecdote…
In addition to his many talents, Sidney was a fine raconteur and a master of the anecdote. I related one of his most amusing military national service stories in an earlier post, but the Studio also offered up many hysterical moments, none of which my uncle enjoyed relating more than the story of the prize ram…
About 1969/70, British Woolmark (now Woolmark Company) hired Sidney to do a campaign for them. In his wisdom, the director of the first shoot decided that it would be a good idea to position a prize ram between two pretty models wearing the latest woollen clothes. This might have been a good idea, had it been a pastoral location, but he wanted it to be a studio piece. So, one prize Merino ram, and his farmer were summoned from deepest Sussex to Arkwright Road NW3. Even then things might have worked, had not the ram been brought straight from the muddiest, rain-sodden pasture, it’s fleece – the focal point of the shoot – caked in thick mud.
Sidney and his team had no option but to attempt to wash the ram, and with the farmer’s assistance, they managed to get the animal into the bathtub in Sidney’s flat – attached to the rear of the studio. However, the resulting bathe resulted in a drenched, grey woollen mat, rather than the snow-white, fluffy, pristine Merino fleece required by the director. Then someone suggested using a hairdryer to dry the sheep, which, after an hour or so actually worked but it still left the wool looking too dull. Then someone else had the brilliant idea to cover the ram with talcum powder. At this point, the farmer leant over to Sidney and warned him in his rich Sussex tones, “I should warn ye, that e do like to pass a bit o’wind…”.
The resulting photo session was a farcical nightmare: The ram was maneuvered onto the backing paper between the two models, donning their woolen finery. The talc, having got up the animals nose, caused it to sneeze and then fart. Every time it sneezed, a great cloud of talc filled the room like a fog. Every time it farted, a rich, pungent stench accompanied the fog, all of which caused the models to flee the room, choking and gagging. Then, the inevitable happened when the farting culminated in the ram evacuating its bowels – massively.
Somehow, eventually, the shoot was completed, with typically excellent pictures, of serenely smiling, elegantly attired girls, either side of a majestic, pristine and proud ram.
Unfortunately, I don’t have photos from the shoot to show here, but I do have another image which shows that The Studio could also be a place of intentional fun…
* The title picture of a typical location shot product of Sidney’s Studio of the stagier variety, from The Art Director’s Index to Photographers, 1970 edition. Sadly, I am unable to identify the model (all suggestions welcome!) or the brand. Even more sadly, I am unable to gain access to a whole load of Sidney’s and his colleagues material to share on this site, including many famous and culturally important images. Hopefully, one day they will get the exposure they deserve, if not here, on some other platform where their contribution to British and international advertising can be fully appreciated and even perhaps inspire future generations of photographers and advertisers. I feel sure that this is what Sidney himself would have wanted and it is the legacy he deserves…
ARKS, ADAM AND AXARQUIA 