Hula Hoops and its agency, Publicis, are ditching their popular
self-righteous brothers commercials and introducing a new character made
out of a piece of felt, a bag of Hula Hoops and some pipe cleaners.
Hoopy McHula is a happy-go-lucky glove puppet designed to appeal to the
brand’s target market of 12- to 16-year-olds.
He goes everywhere on the hand of his mate, Wayne, and usually gets one
over on him.
In ’club’, for example, Wayne and Hoopy are chatting away in a nightclub
when a beautiful girl spots them and walks over. Sadly for Wayne, it’s
his fast-talking friend, Hoopy, that she’s keen on and the two go off
Hoopy was devised after a brand review revealed it was time to switch
from the ’oi no’ commercials’ emphasis on shape.
In these, the comedians, Harry Enfield and Paul Whitehouse, harangued
each other about how awful it would be if Hula Hoops changed shape.
Instead, the new pounds 4.5 million campaign, which will break on 5
March, is designed to highlight the fact that Hula Hoops are fun.
The ads were written by Rob Janowski, art directed by Keith Courtney and
directed by Evan Bernard through Partizan Mid Minuit. Media is through