A total of £1.5 million has been earmarked to support the multimedia initiative, produced by BDH\TBWA in partnership with three other TBWA operations: Tequila\Manchester, the integrated marketing specialist; Digerati, the internet marketing company, and Staniforth, the PR subsidiary.
It is being spearheaded by two ten-second spots breaking this week across ITV, Channel 4 and Sky.
The commercials draw their inspiration from a three-year deal, which has allowed Alton Towers' Flume ride to be transformed. Imperial Leather bathtubs have replaced the ride's usual logs, while jets of water spout from giant showerheads and Imperial Leather-branded ducks.
In one spot, a woman taking a luxurious bath has her peace shattered as the camera reveals she is actually on the Flume. The other features four men wearing pink shower caps scrubbing themselves as their bathtub plummets.
The commercials were produced by Jenni Birchall and Kyna Griffiths at BDH\TBWA and directed by Dom Murgia through the Onward Film Company. Mediaedge: cia is handling media buying.