How do they do this?

Large single soft direction source. Location varies with the shot. With lighting, if you want to emphasize skin imperfections, you light from above, below or the sides. If you want to de-emphasize skin imperfections, you use a large soft source on axis with the camera view, usually right above or below the lens, or even a ring light. I see little fill and no rim/kicker at all. Not that hard to do since the shots are all CUs on body parts. If they were full length body shots, you would use a few 4ks through an 8 x 8 or 12 x 12 through some sort of silk or diffusion, but you could get this look with a medium Chimera and probably a 1k or 2k.

They used soft light but aimed it from off of the side, just enough to emphasize all of those wrinkles and textures.

I recall when this commercial first aired, it kind of grossed me out, seeing REALLY old bodies so unflatteringly shot. I mean, I am old too but I don't really want to see a CU of my fingers or elbow wrinkling on a 50" television but to each his own.

Dan
 
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When you say 8x8 what are you referring to foam core / diffusion.

By the way Dan what was that website where you are always reviewing stuff mics and such.
 
Although they used a large soft source, you could get a slightly different look going with something harder. The lines would be more defined.
 
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