Lowe Lintas & Partners has unveiled the first major advertising for
Unilever since it merged last year with a pounds 2.8 million campaign
for Carte d’Or ice-cream.
The campaign, which seeks to move away from Carte d’Or’s exclusive
image, revolves around embarrassing outbursts at dinner tables. It
attempts to broaden the brand’s appeal by positioning it as a sociable
It is the first time that a UK-specific campaign has been shot for the
brand: until now, pan-European commercials made on the Continent have
aired in the UK.
Sharon Gardner, Wall’s marketing director, said: ’It uses off-beat
humour to encourage people to look at Carte d’Or in a different way. It
encourages people to extend their enjoyment of the brand and consume it
in a wider social context.’
Three 30-second commercials all play on the idea that, while Carte d’Or
is good to share, embarrassing secrets are best kept to oneself. The
endline is ’Don’t keep it to yourself.’
In one execution, a boring dinner party is spiced up when the host
informs a female guest who is fidgeting with her tight waistband that he
finds high-wasted 20-dernier tights more comfortable.
The second ad, in which a posh woman announces that her husband ’can
make the muscles in his bottom dance to Rule Britannia’, shows a group
of people enjoying the ice-cream at their village hall.
In the final execution, called ’Sunday lunch’, a son asks his dad to
pass the potatoes. His granny then pipes up: ’He’s not your dad. We
never knew who your dad was.’ You hear the father say ’good pud’ as his
wife leads his furious mother-in-law outside.
The campaign was written by Lawrence Seftel and art directed by Dave
Christensen. Nicky Bullard and Ali Peaty helped art direct and write
’Sunday lunch’. The ads were directed by Nicholas Barker through
The campaign will run for three months on terrestrial, satellite and
Media planning is by Carat Insight and buying is through Initiative