Delaney Fletcher gives Hellmann’s range youthful look

By KAREN YATES, campaignlive.co.uk, Friday, 19 June 1998 12:00AM

Hellmann’s is launching a new range of pourable salad dressings with a pounds 2 million TV campaign that aims to position the brand as the only thing worth wearing - if you’re a lettuce.

Hellmann’s is launching a new range of pourable salad dressings

with a pounds 2 million TV campaign that aims to position the brand as

the only thing worth wearing - if you’re a lettuce.



Created by Delaney Fletcher Bozell, the commercial features the new

Chanel model, Erin O’Connor, trying to decide what to wear. Against a

white background, O’Connor is seen in a huge variety of different

clothes, sometimes elated and sometimes deflated by her appearance.



Finally, the scene cuts to a salad being draped in some Hellmann’s

dressing and a voiceover saying: ’The only way to dress (a salad).’ The

40-second commercial ends with O’Connor wishing that she were a lettuce

because it would make life more simple. As if granting her wish, she is

shown in the last shot swathed in a green, salad-like garment.



The creative director of Delaney Fletcher, Brian Stewart, drafted in the

fashion stylist, Judy Blame, and the hat designer, Phillip Treacy, for

the shoot to help bring a young, relaxed and contemporary feel to the

film. ’Food ads are always middle-aged, I wanted to make the product

relevant to a younger audience,’ Stewart said.



The ad breaks next Monday and will run nationally for six weeks. It was

directed by Antony Easton through Stark Films, written by Stewart, and

art directed by Alison Dominitz. A press and poster campaign will follow

in July and August.



Media was planned and bought by BMP Optimum.



This article was first published on campaignlive.co.uk

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