Harry Enfield to star in adult Hula Hoops spot

By JOHN TYLEE, campaignlive.co.uk, Friday, 27 February 1998 12:00AM

Harry Enfield, one of the most outspoken critics of the ad industry in its dispute with the actors’ union, Equity, is to front national TV advertising to launch an adult version of Hula Hoops.

Harry Enfield, one of the most outspoken critics of the ad industry

in its dispute with the actors’ union, Equity, is to front national TV

advertising to launch an adult version of Hula Hoops.



Publicis has signed the comedian and writer to a long-term contract

which is unaffected by the boycott of TV commercials production by

Equity, an action which Enfield supports.



The contract means Enfield and his comedy partner, Paul Whitehouse, can

feature in new advertising breaking this Friday. It will set the scene

for April’s launch of KP Foods’ new snack product, Big O’s, which will

compete against Procter & Gamble’s Pringles and PepsiCo Foods’

Doritos.



’Although Hula Hoops appeal to everybody, they’re seen as a bit childish

for adults,’ Stephen Meade, the Publicis managing partner, said. ’Big

O’s are man-size Hula Hoops with adult flavours in dark packaging.’



In the pounds 2 million pre-launch campaign, Enfield and Whitehouse

recreate their television roles as the thuggish Self Righteous

Brothers.



In the ads, they are transported back in time where they meet Queen

Elizabeth I and the Spanish Inquisition’s enforcer, Torquemada, who

tries to torture them into confessing that Hula Hoops are flat.



The films were written and art directed by Andy Wakefield and directed

by Sid Roberson. Media buying is through Leo Burnett.



Meade said: ’When we launched the Enfield and Whitehouse advertising two

years ago, Hula Hoops was a brand in decline with no consistent

advertising. The campaign has worked brilliantly but, like all familiar

advertising, it has to be moved on.’



In the Big O’s launch commercial, which will be backed by a further

pounds 1 million, the brothers get caught up in a spoof film trailer

with high-speed chases, explosions and beautiful girls.



Gerry Moira, the Publicis executive creative director, commented: ’One

of the virtues of a strong campaign vehicle, such as the Self Righteous

Brothers, is the opportunity it affords for genuinely synergistic

new-product development.’



This article was first published on campaignlive.co.uk

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