Bartle Bogle Hegarty launches a TV ad for Whitbread’s Boddingtons brand
on 1 April, the fourth in its much-acclaimed ‘cream of Manchester’
series and the first ad since ‘sun cream’ in 1994.
The commercial, called ‘whipped cream’, shows a man ordering a pint of
Boddingtons in a bar. The pint emerges as the only point of normality in
the ultra-trendy club, as a leather-clad cat woman sidles up to the bar
and steals the pint with a lash of her whip. The endline is: ‘By ’eck!
She’s whipped me cream.’
The ad stars the pop singer, Mike Flowers - famous for his
interpretation of the Oasis hit, Wonderwall - as the club’s artiste. He
performs an appalling rendition of Englebert Humperdinck’s song, Release
The spot was art directed by Graham Watson, written by Bruce Crouch and
directed by Daniel Barber through Rose Hackney Barber.
A second commercial, called ‘defection’ - starring the actress, Gina
Bellman, of Dennis Potter’s Blackeyes fame - is now being completed by
BBH. The ad will show a secret agent, with Bellman as his accomplice,
saving mankind. A pint of creamy Mancunian Boddingtons is the duo’s
Stuart MacFarlane, the Boddingtons brand manager, said that ‘whipped
cream’ is designed to broaden the brand’s appeal to a younger audience.
‘We feel we have led the ales advertising sector to date and these two
commercials take the sector’s advertising once again into a new era.
They are non-typical for their category - the others are less modern,’
Previous commercials in the ‘cream of Manchester’ series were ‘face
cream’ in 1992, ‘ice cream’ in 1993 and ‘sun cream’ in 1994.
The ads, which will run on TV and in cinemas, form part of Whitbread’s
pounds 11 million marketing spend behind Boddingtons this year. Media
for both commercials was planned and bought by Motive, which has handled
Whitbread’s centralised media since 1993.