NEWS: Alcoholic lemon drink ad avoids controversy

Saatchi and Saatchi has taken Carlsberg-Tetley to Rhodes for its first broadcast commercial for the alcoholic lemon drink, Lemonhead.

Saatchi and Saatchi has taken Carlsberg-Tetley to Rhodes for its first

broadcast commercial for the alcoholic lemon drink, Lemonhead.



A 60-second cinema commercial goes on general release in Central,

Granada, the North and Scotland on 24 May. Three radio ads across ten

regional FM stations will support the commercial.



Following an Advertising Standards Authority ruling in January against

the rival brand, Hooper’s Hooch, which is brewed by Bass, the ‘alcopops’

sector has come under pressure to alter its marketing, which, it is

feared, may appeal to those under 18. Bass has promised not to repeat

poster ads featuring the cartoon lemon character.



Carlsberg-Tetley’s brand research and development director, Tom Wright,

explained that the Lemonhead spot is aimed at men and women between 18

and 24, but it will be shown during 15 or 18 rated films. ‘The ad has a

youth certificate but we are in the hands of cinema owners as to when it

goes out. We’ve been careful to ensure that the ads have full approval

from the relevant authorities at every stage,’ Wright said.



The ads feature Zamos, a pot-bellied, lecherous lemon farmer, who has

made his fortune selling fruit to make Lemonhead. The film, shot in the

style of an incompetent home video, is apparently made by Zamos and his

friends to advertise the fact that he is looking for a bride.



Top of Zamos’s wish-list is a blonde English virgin who he might trap

into marriage if she calls a ‘love line’ freephone number.



Callers will encounter the sex-starved lemon grower asking in his cod

accent for ‘lovely lades’ who are ‘pure of heart’ and ‘clean of pant’

whether they’ve got the sexy attributes necessary to ‘play the music of

love on Zamos’s big bazouki’.



The commercials were written by Alex Grieve, art directed by Adrian

Rossi and directed by Jon Greenhalgh through RSA Films. Media planning

was by Neal Deeprose at Saatchis and media was bought by Zenith Media.



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