Lowe Lintas is taking the Rowntree brand to a new target audience
with the TV launch of Rowntree's Megabeans. The beans are aimed at a
teenage market, marking a change from previous Rowntree advertising
aimed at children.
The TV campaign breaks next week, with a 30-second execution called
"Oingy Boingy". The ad aims to dramatise the sensation of eating
Megabeans, an experience that is summed up as "Oingy Boingy in your
The commercial begins with a man eating the mysterious looking
Megabeans, but as the effect of the beans takes hold, the viewer is
given a visual demonstration of the Oingy Boingy effect. To the backdrop
of a dance track, a series of vignettes unfolds.
At first sight, the vignettes seem ordinary, but embedded within each
one is the message "Oingy Boingy". For example, an Indian cinema
advertises the film Oingy Boingy, a beauty pageant features a Miss Oingy
Boingy and car race footage contains Oingy Boingy hoardings.
The ads were written by Derek Apps, art directed by Tom Notman and
directed by Carl Rinsch, the D&AD/ Campaign Screen Best New Director
Matt Edwards, the associate director at Lowe, said: "It is impossible to
sum up the experience of eating Megabeans with existing words, so we've
invented our own."
The campaign will also be carried on to the internet, with a dedicated
website at www.oingyboingy.co.uk.
Media planning and buying is being handled by MindShare with a media
spend of £1.5 million.
The ad follows last month's news that M&C Saatchi muscled its way on to
the Nestle Rowntree roster after it was appointed to handle advertising
for its new boxed chocolate brand, Nestle All Stars.
At the same time, Nestle announced new advertising for the Yorkie brand
and reappointed J. Walter Thompson to the European relaunch scheduled
for next year.