Impulse changes tack with risque approach

Ogilvy and Mather is poised to bring the image of Impulse Body Spray up to date with a suggestive TV and cinema campaign for the Elida Faberge brand.

Ogilvy and Mather is poised to bring the image of Impulse Body

Spray up to date with a suggestive TV and cinema campaign for the Elida

Faberge brand.



The new ad, whose plot hinges on the arousal of a naked Adonis, is a

change in direction for Impulse, which had relied on a hearts-and-roses

approach. It is O&M’s first major campaign for Impulse since it won the

Western European business from Ammirati Puris Lintas at the beginning of

the year.



The ad pitches Impulse as a modern, adult product. It features a life

model who is unable to control his very male reaction to the late

arrival of the ’Impulse girl’ who, once at her easel, looks up to see

what her classmates are giggling at. Instead of playing a passive role

she turns the tables on her admirer. The track, Pressure Drop, by the

Maytals, accompanies the ad.



Graziela Calfat, the European innovation manager for Impulse, said: ’We

have undertaken extensive research to ensure that this tongue-in-cheek

execution identifies with young women while helping to evolve the

brand.’



O&M has shot two versions to comply with Independent Television

Commission regulations, with suitable versions running after 9.30pm and

11pm. The agency has created certificate ’18’, ’15’ and ’12’ versions

for the cinema.



Nicky Mayers, the account manager for Impulse at O&M, said. ’We want to

make it into a trendy brand. Elida Faberge sees ITC time limits as an

exciting way to exploit the brand.’



The campaign breaks on 2 June. The ad was art directed by Christian

Cotterill, written by Justin Hooper and directed by Jeff Stark through

Stark Films.



Media on Impulse is bought by Initiative Media.