JWT creates pastiche film for Lion Bar brand

J. Walter Thompson has drawn inspiration from the schlock movie, An American Werewolf in London, in its launch campaign for Nestle Rowntree’s first Lion Bar variant, Peanut Lion.

J. Walter Thompson has drawn inspiration from the schlock movie, An

American Werewolf in London, in its launch campaign for Nestle

Rowntree’s first Lion Bar variant, Peanut Lion.



The 30-second ad, entitled ’lion in London’, is set in a zoo and aims to

show the peanut snack bringing out the beast within the eater.



The commercial opens with the hero waking up from a deep sleep to find

himself lying naked in a cage next to a lion. An irate zoo-keeper bangs

on the bars of the cage shouting: ’Oi, what do you think you’re doing?’.

The young man is clearly alarmed to find himself in such a bizarre

situation and struggles to recall the events of the previous night.



In a disconnected flashback, he remembers buying a Peanut Lion bar at a

kiosk and then eating it. We see passers-by suddenly becoming alarmed by

his appearance. He enters a club and the bouncers on the door move aside

in terror to let him pass. Inside, he meets a strange girl in a

leopardskin dress who, unlike the rest, does not seem scared. The

flashback ends as the man’s lion face returns to human form.



Back in the zoo, we suddenly realise the girl from the club is also in

the cage, and is also naked. Embarrassed, the pair flee from the zoo,

stealing a coat from a park bench to conceal their nakedness, as the

zoo-keeper yells at them: ’I’ve warned you about this before.’ The

endline reads: ’Peanut Lion. It’s a totally different animal.’



The film was created at JWT by the copywriter, Giles Etherington, and

the art director, Matthew Lloyd. It was directed by Thed Lenssen through

Hungry Eye Films.



’Lion in London’ breaks next Monday on national terrestrial and

satellite television. Media planning and buying is through JWT, which

manages Nestle’s centralised buying account.



Angus Fear, the JWT director-in-charge on Nestle, commented: ’This range

extension is a totally different animal and that is reflected in the

advertising.’



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