Howell Henry Chaldecott Lury has launched a lemon-loving craze in its
first work for Lemon Tango. It looks set to trigger the same cult
following as the agency’s work for the Orange brand.
The pounds 2.5 million campaign was written by HHCL’s creative partner,
Steve Henry, and was directed by Peter Richardson, the Comic Strip
director, through his company, Comic Strip Metal Productions.
The campaign kicks off next Monday with two 40-second ads that show a
bemused middle-aged interviewer quizzing members of the ‘Lemonian cult’
about their leader Jim. The members indulge in lemon-worshipping
activities such as the ‘cutting of the lemon’.
The ads end as the interviewer says: ‘This is the drink that gives them
euphoria. This, sadly, is Lemon Tango.’
David Atter, Tango’s marketing manager, commented: ‘The ads are all
about euphoria. Lemon Tango is uplifting and refreshing. We want to make
it as famous as Orange.’
The campaign later rolls out with five ten-second ads featuring Jim
appearing to members of the public at moments of embarrassing pleasure.
One ten-second spot shows a shifty-looking man furtively reading
Biggies, a top-shelf girlie magazine, when Jim appears shouting: ‘It’s a
Lemon Tango moment.’ He is accompanied by his troop of aerobic-dancing
girls wearing Madonna-style lemon bras.
Callers to the telephone number listed in the 40-second ads are offered
an opportunity to order a free Lemonian friendship bracelet.