By JOHN OWEN, campaignlive.co.uk, Friday, 19 December 1997 12:00AM
The Mediterranean’s most sprightly pensioners reappear in the
latest burst of Olivio advertising through Bartle Bogle Hegarty.
The resilient elders of an Italian village reprise their roles in BBH’s
campaign for the Van den Bergh brand in two commercials that will break
on 22 December.
The strategy plays on the fact that Southern Europeans live longer than
Western Europeans partly thanks to a healthy diet that traditionally
includes olive oil. Olivio is an olive oil-based spread.
In one spot, a succession of elderly women feign illness in order to
visit their doctor. With such a healthy diet, such ploys are the only
way to see the hunky Italian GP.
The ads were written by Roger Beckett, art directed by Andrew Smart and
directed by Carl Prechezer and Pete Salmi at Rose Hackney Barber. Media
is by Initiative.
This article was first published on campaignlive.co.uk