BBH demonstrates Pears soap clarity via three press ads

Bartle Bogle Hegarty has unveiled three more executions in its press campaign for the Elida Faberge brand, Pears Original Soap.

Bartle Bogle Hegarty has unveiled three more executions in its

press campaign for the Elida Faberge brand, Pears Original Soap.



The three ads - ’feather’, ’diamond’ and ’drop’ - highlight the soap’s

texture, amber colour and heritage, which were established in an initial

campaign created by BBH last year.



’Feather’ stresses the gentle nature of the soap. Alongside the

intricate carving of a ’soap’ feather, the hand-set type reads:

’Maturing our soap for two months makes each bar extremely hard yet

curiously soft on the skin.’



’Diamond’ shows a ’soap’ cut diamond and the line: ’The world’s most

desired objects are judged by their purity and clarity. Funny that.’



’Drop’ shows water droplets, apparently carved from soap, and the line:

’Pears soap is incredibly pure despite the fact it was endorsed by Lily

Langtry.’



The images featured in the campaign are shot from 3-D resin models made

by Gavin Lindsey and photographed by Jonathan Lovekin. The shadows

showing the soap’s distinctive texture were created in

post-production.



The ads were created by Graham Watson and Mike Wells and written by Will

Barnett. Wells and Barnett are now at WCRS.



’Feather’ breaks in the August issues of Country Living, Good

Housekeeping and Options. The entire campaign, including the original

two executions - ’tap’ and ’pears’ - will run until December in

lifestyle and home interest titles. Media is handled by Initiative

Media.



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