JWT uses Robinson Crusoe theme in Rolo ad

J. Walter Thompson has cast Robinson Crusoe in its latest 'famous friends' campaign for Nestle-owned Rolo.

J. Walter Thompson has cast Robinson Crusoe in its latest 'famous friends' campaign for Nestle-owned Rolo.

The 30-second TV spot will break nationally this week and follows on from the 'Skippy' and 'Lone Ranger' campaigns.

The ad tells the tale of how Crusoe, having being shipwrecked for eight years, happens upon some Rolos and has to decide who to give his last one to: Man Friday or Poll, his pet parrot.

He plumps for the parrot. The story ends with Friday exacting his revenge by serving up for dinner some sort of roasted fowl, by which time Crusoe has realised that Poll has mysteriously disappeared. The ad ends with the strapline: 'Rolo - do you love anyone enough?'

The commercial, which features the original music from the long-running 60s television series The Adventures of Robinson Crusoe, will run nationally for seven weeks with a second burst later in the year.

Jo Blackburn, JWT's account manager, said: 'Rolo's 'Do you love anyone enough?' campaign has been running for many years, and the introduction of the 'famous friends' angle has been extremely successful to date. We anticipate that 'Crusoe' will work very well with Rolo's target audience, especially with the recent release of the Tom Hanks blockbuster, Cast Away.'

The film was shot by Theo Delaney at Tomboy Films, and was written by Trevor De Silva and art directed by Paul White at JWT. Media will be handled by MindShare.


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