Gotham’s launch campaign for Yardley’s aftershave for teenage boys,
So ... For Him, features a risque 30-second cinema commercial which will
break on 1 May.
The suggestive spot, which has been given a ’U’ certificate by the
British Board of Film Classification, shows a trio of adolescents on the
beach admiring three Baywatch-type babes.
As the women run along the beach, the smell of the So ... aftershave
draws them towards the boys. As they approach, the boys react as if they
are watching the scene on TV. Their sun glasses steam up and, as the
women draw nearer, one of them is seen moving his elbow vigorously
beneath his beach towel. The film cuts to a second boy accidentally
squirting suncream over his chest.
The commercial was written by Gotham’s creative director, Eliza Parker,
and directed by Jeremy Goodall through Thunderbird Films. Media planning
and buying is by Western International Media.
Parker said: ’It was great fun to shoot. The storyline is every teenage
boy’s favourite beach fantasy.’
The cinema campaign is supported by ads in the men’s press. One
execution starts with a picture of the product and the caption, ’Buy
one ...’. On the following page is a picture of a blonde woman in a red
swimsuit with the words, ’Get two free’, next to her breasts. The
endline is: ’Women love it!’