BBC sports pundits add humour to CDP spots for Bond film

By JOHN TYLEE, campaignlive.co.uk, Friday, 29 May 1998 12:00AM

CDP has signed up the BBC football commentators, Des Lynam, Alan Hansen and Dougie Donnelly, to inject World Cup topicality into the video rental launch of Tomorrow Never Dies.

CDP has signed up the BBC football commentators, Des Lynam, Alan

Hansen and Dougie Donnelly, to inject World Cup topicality into the

video rental launch of Tomorrow Never Dies.



The trio provide a commentary on 007’s exploits in the 40-second spot,

which cannot be shown before 7.30pm because of its sexual content. It

breaks on 3 June and aims to cash in on World Cup fever.



’The premise is that during the World Cup, James Bond is one Brit who

will always score,’ Johnny Hornby, head of account management at CDP,

commented.



’Score’ opens on a fighter plane escaping a huge explosion. ’Another

glorious victory for England and it’s all down to this man,’ Lynam says

as the camera switches to Bond himself.



’... and, of course, he’s scored three times. Let’s look at the first,’

Lynam continues as the film switches to a bedroom scene. ’This is a

fantastic manoeuvre,’ Hansen agrees, ’obviously practised with the lads

in training ...’



Lynam and Hansen continue in this vein over a series of scenes from the

film. A 20-second version, called ’glory boy’, focuses on Bond’s

escapades outside the bedroom and can be screened during the day.

Donnelly provides the voiceover instead of Lynam for versions of the ads

to be screened in Scotland.



The spots were created by Paul Sharp and Paul Turner at CDP, with media

planning and buying also by CDP.



This article was first published on campaignlive.co.uk

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