Lowe unveils TV ad for Piz Buin tanning foam

Lowe has unveiled a TV commercial for Piz Buin, the suntan lotion brand, to launch its new fake-tan product in time for summer.

The campaign for Piz Buin's new Self Tan Foam, which focuses on the product's easy application, is targeted at young women. It consists of a 30-second TV spot, and two press executions running in women's magazines throughout May and June. It is the first support for Piz Buin for four years.

In a separate marketing drive, Piz Buin has also revamped its entire range with new packaging and formulations.

The campaign, entitled "Self Tan drying positions", is based on the fact that women using most self-tan products usually have to wait around the house naked while their self tan dries.

The campaign lampoons the positions necessitated by the wait, giving them names such as the "John Wayne

where a woman walks around bow-legged and the "zombie

where another shuffles about with arms outstretched.

The spot explains that these positions are not necessary with Self Tan Foam because of its fast drying time of five minutes. The ad ends with the strapline: "Taking the hassle out of looking good."

David Goring-Morris, the general manager of Lowe, said: "With this campaign, we wanted to let consumers know that self-tan technology has come a long way since the days of orange streaks and laborious application."

Marco Paolucci, the brand's international marketing director, said: "We believe the new campaign captures the mood of new Piz Buin Self Tan. It conveys a contemporary and refreshing message to our consumers in that women can now enjoy being tanned without the traditional hassles involved."

The campaign was written and art directed by the Lowe creative team, Alastair Ross and Sarah Naughton. Albert Kodagolian of Joy Films directed the commercial. The media was through Initiative Media.

Richard Brooke, the account director at Initiative, added: "We are looking at gaining new users aged 18 to 35 and we are also looking to capitalise on the brand heritage of Piz Buin."

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