Danish commercials director Peter Harton, whose viral for Fleggaard featuring topless women skydivers [below] generated a staggering 12 million hits on YouTube, has joined bi-coastal Saville Productions for US representation.

“Peter’s work is risky and provocative and he takes us out of our comfort zone,” says Rupert Maconick, Saville’s Executive Producer.

Harton’s original comic slant has earned him a growing reputation for eye opening and often controversial comedy storytelling. His background in both the camera department and as a respected actor in his own right is evident in the strong characters and cinematic look of his commercials. There is almost a painterly quality to the series of spots for Fotex, but also an undeniable emphasis on humorously quirky casting and deadpan performance.

But it was Harton’s skydiving film for the Danish discount department store chain that really got him noticed on the international stage. Having garnered as many hits on YouTube in two months as twice the population of Denmark, the film’s impact on sales was also equally impressive. The campaign was responsible for Fleggaard’s sales increasing an incredible 26% in a year. “I was delighted that the films have been so popular but more importantly they helped sell a huge amount of electrical appliances and got the Fleggaard brand noticed,” Harton explained.

Time magazine listed Michael Arrington as one of the most influential people in the world after he claimed in his blog that the Fleggaard film was “quite simply the best commercial ever made” and the resulting impact his comments had on web traffic.

The Danish mainstream news media ran numerous stories about the commercial. According to DR News, Fleggaard has now decided to allocate most of their future advertising spending to online marketing because of the huge impact of the web commercial. They will discontinue production of the traditional printed catalogues.

Mindful of the controversial nature of the Fleggaard campaign, the Danish agency Uncle Grey rolled out an equally amusing follow-up film also directed by Harton, this time for the ladies, featuring romance, fit gentlemen and special offers on detergent.

In 2010 Harton took a break from commercials to focus on directing a new series for Danish TV called Rytteriet (Cavalry). The series of 10 episodes surrounding the often tense and hilariously dysfunctional relationships between various fictional characters received huge critical acclaim and was one of the most watched TV series of the year.

Harton, who is repped by HSI in London, is very excited about joining the Saville roster. “I have been talking to Rupert about doing something in the States for quite a while and felt good about their vision and positive energy. It seemed like a good time to move forward,” says Harton. “I’m very busy in Europe but very excited about working in the States.”

For more information: Saville Productions.