NEWS: BBH unveils latest Boddingtons ad

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.

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

me.



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

reward.



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,’

he said.



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.



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