BBH employs Aardman for Robinsons TV spots

Bartle Bogle Hegarty has developed an ad campaign for the Britvic-owned drinks brand Robinsons, which uses animated figures to bring the orange drink to life.

The campaign, which introduces the new strapline "Just add Robinsons", aims to re-inforce the brand's position as upbeat and positive. The creative is based on the idea that Robinsons transforms a glass of plain water into something bright and interesting.

The first ad is a 30-second spot, which shows animated swirls of orange drink that morph into musical notes and then dancing figures, to the soundtrack of the T-Rex track I Love to Boogie.

As the camera pans out, the swirls turn back into orange squash that has just been poured into a jug.

Another ten-second spot promotes a new product called Robinsons for Milk.

The ad, called "lick", shows the drink being poured into milk and transforming into a cow's face.

The animation used in the commercials was created with a new technique by Aardman Animations.

Outdoor ads, which use the same creative idea, show the drink as it hits the water, but when glanced at quickly appear to show a girl on a swing and a dog chasing a ball.

The campaign was written by Matt Kemsley, the head of design at BBH, and art directed by the creative director, Rosie Arnold.

Arnold said: "Having developed the strategy, we then had to bring it to life. We wanted to show simply what Robinsons can add to an otherwise relatively dull liquid. We needed Aardman's help to make it look real."

The TV ads were directed by Scott Pleydell Pearce through Aardman Animations.

Post-production is by Aardman, The Mill and Rushes.

The TV ads break on 19 March and the outdoor ads on 1 April. Media planning and buying is through MindShare.

BBH won Robinsons last year after its former agency, HHCL & Partners, merged with Coke's agency, Red Cell.

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