The ads build on the brand's attempt to position itself as the expert in the field of cholesterol reduction, a strategy implemented when Miles Calcraft Briginshaw Duffy won the £5 million account from Saatchi & Saatchi last year. Media planning and buying is through Initiative.
The 30-second execution, "security", breaks on 8 August and shows a busy nightclub queue. Stefan spots one of the bouncers turning away some boisterous young lads, and can't resist drawing a comparison between the bouncer and the ingredient in Benecol that prevents cholesterol from entering the bloodstream. The bouncer looks confused and asks for back up through his headset, but soon he is chomping through a Benecol yoghurt as his colleagues look on, aghast.
Benecol, which claims to cut cholesterol levels by up to 10 per cent if used daily, is owned by McNeil Consumer Products and competes directly with Unilever's Flora Pro-Activ. Previous ads for the brand starred Carol Vorderman and were based around testimonials from consumers.
A ten-second supporting spot to this campaign, called "theatre", shows Stefan asking a theatre ice-cream lady whether she has any Benecol yoghurts.
When she says no, he hands her a pack of four yoghurts and disappears back to his seat.
The ads were written by Ella Wilson, art directed by Caroline Oliver and were directed by Wayne Holloway at Stark Films.