NEWS: Leagas Shafron unveils soap opera films in bold Seat blitz

Leagas Shafron Davis Ayer has persuaded Seat, the Volkswagen-owned Spanish car-maker, to gamble half its UK advertising budget on a series of eight soap opera TV commercials, each of which will be broadcast just once.

Leagas Shafron Davis Ayer has persuaded Seat, the Volkswagen-owned

Spanish car-maker, to gamble half its UK advertising budget on a series

of eight soap opera TV commercials, each of which will be broadcast just

once.



The daring pounds 2 million initiative breaks on Saturday 18 May and

will run for eight weeks - a new 90-second episode will be launched in

the same peak-time spot every Saturday evening.



The ads, or ‘soapverts’ as Leagas Shafron dubs them, tell the story of

Count Otto Montenegro, a suave cad living perilously above his means.

His dastardly plan is to marry the spoilt wild child heiress, Tara Kane,

but meanwhile he continues his affair with the ice-maiden, Gretchen

Svelt.



The TV spots, which star Minder’s Dennis Waterman, Bread’s Jean Boht

and the film actor, Jim Broadbent, will be flagged by press ads running

in Saturday tabloids.



The films were directed by the Blackadder director, Geoff Posner,

through Academy Films. They were created by the Leagas Shafron creative

director, Steve Grime, and the copywriter, Rob Janowski. Media planning

and buying is by BBJ Media.



The script includes deliberately creaky references to Seat’s range of

cars, such as this line from Tara: ‘Keep away from my horse, my fiance

and my befuddled father, do you understand? You cannot manipulate me as

easily as you would a Seat Cordoba with power steering as standard

across the range.’



Grime said: ‘It is a first for this type of advertising. We were in a

David and Goliath situation with Seat - the David against the might of

other car manufacturers. We needed to make a splash.’



A Seat spokesman said: ‘We have got to punch above our weight and make

our brand enjoyable. The script will get people watching the telly - we

are not giving people a hard sell.’



The campaign will promote the entire Seat range rather than specific

marques.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).