Flying bee shows Bold freshness

Procter & Gamble is ditching the ’moneywaster’ campaign for its Bold detergent and conditioner brand and has unveiled a TV and print campaign through Grey.

Procter & Gamble is ditching the ’moneywaster’ campaign for its

Bold detergent and conditioner brand and has unveiled a TV and print

campaign through Grey.



A 30-second spot, which breaks next week, takes the viewer inside the

head of a bumble bee flying around freshly washed clothes on a line. The

clothes have been washed in Bold’s three fragrances - Active Fresh,

Hawaii Fresh and Aqua.



’The brief was to bring to life the character of the three distinctive

Bold fragrances,’ said Steve Richards, group managing director at Yellow

Grey - the Grey division which handles the account. ’The consumer is

right in there with the bee, experiencing first-hand what clothes washed

in Bold are like.’



The commercial will be backed by a national print campaign that features

two stars of British comedy. Norman Wisdom and John Inman have been

signed up to reinforce the message that Bold is great value for

money.



The first execution features two pictures of Wisdom in his trademark

ill-fitting suit and flat cap. One is titled ’Norman’, while the other,

’Wisdom’, shows the star with a packet of Bold tucked into his jacket.

The endline says: ’What’s so smart about Bold? It contains its own

quality conditioner.’



The campaign replaces the ’moneywaster’ ads in which a child sent to buy

powder and fabric conditioner returns with Bold - giving his mother the

money he has saved.



’The potential for uninspiring advertising was there from the outset,’

Justin Roberts, European assistant brand manager at P&G, said. ’We have

had five years’ worth of value communications heritage on TV with our

moneywaster campaign which we knew had become tired.



’We’re delighted to have some great ads full of humour and personality

that we know Bold consumers will enjoy.’



The TV campaign was written by Anne-Marie Burrows, art directed by

Hayden Rogers and directed by Nikolai Galitzine through Partizan Midi

Minuit.



The print work was written by Peter Algate and art directed by Stuart

Wood.



Media planning for the entire campaign is through MediaCom TMB while

buying will be handled by Starcom Motive.