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
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
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