Lowe Lintas unveils its TV debut for Carte d’Or

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.

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

treat.



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

Garretts.



The campaign will run for three months on terrestrial, satellite and

digital TV.



Media planning is by Carat Insight and buying is through Initiative

Media.



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