NEWS: Harry meets Molly as Safeway eyes future

Harry, the worldly-wise child star of Safeway’s TV advertising, is being given a girlfriend who could gain top billing in one of the UK’s most popular campaigns.

Harry, the worldly-wise child star of Safeway’s TV advertising, is being

given a girlfriend who could gain top billing in one of the UK’s most

popular campaigns.



As three-year-old Molly made her debut alongside Harry on TV this

Wednesday, Roger Partington, Safeway’s marketing director, admitted she

might eventually displace him.



Although Safeway’s agency, Bates Dorland, has plenty of unused footage

of Harry, aka Jack Hanford, the boy will be starting school soon and

will not be as freely available as he has been. Harry was filmed in more

than 60 spots in 18 months.



‘We don’t know if Molly will take over because it depends on how

successful she is,’ Partington said. ‘But it’s only fair to give her a

fair crack of the whip.’



Molly will appear in a series of four ten- and 20-second ads, which will

dominate entire breaks during peak-time programmes such as Coronation

Street and the Bill.



The commercials were written by Jon Canning, art directed by the late

Russell Waldron and directed by Ross Cramer. Media planning is also

through Dorlands, with media buying by Zenith Media.



Molly, who is actually named Rosey Purkiss-McEndoo and comes from

Richmond in Yorkshire, was chosen by the agency from 2,000 hopefuls who

responded to national press ads and another 2,000 who were put forward

by casting agencies.



Partington said he was not expecting criticism about the scripts for the

ads, despite Harry expressing regret in one commercial that there was

‘no chance of a snog then?’ However, he revealed that one script, in

which Molly refers to her new friend as ‘old love handles’, had been

rejected by Safeway bosses.



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