Gotham parodies Baywatch in cinema campaign for So ... aftershave

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.

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!’



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