Ammirati Puris Lintas Amsterdam’s Rolo commercial, which won this year’s
Cannes Grand Prix, has been chosen in favour of J. Walter Thompson’s
‘too good to share’ campaign in the UK this autumn.
JWT, which has handled the Rolo brand in the UK for the past ten years,
played down Nestle Rowntree’s decision to run a rival agency’s work.
In a release, the agency stated: ‘The film has already attracted
considerable interest throughout Europe and the fact that it will now be
running in the UK, the Netherlands, Ireland, New Zealand and Australia
is a testament to the increasing trend towards the import and export of
high-quality films between Nestle’s roster agencies around the world.’
Angus Fear, the JWT director-in-charge on the Nestle account, insisted
that running other agencies’ campaigns was normal practice. ‘In the past
couple of years, we have exported ads for brands such as Smarties, Lion
Bar, Kit Kat and Rolo to Lintas agencies around the world,’ he said.
‘This process of import and export goes on regularly.’
William Eccleshare, APL London’s chief executive, commented: ‘We are
obviously delighted to see this work running in the UK.’
The film opens on a small chubby boy at a zoo, who is teasing a baby
elephant with his last Rolo. Then, years later when he has become an
adult, the vengeful elephant bashes him in the face at a circus parade
with its now huge trunk.
‘Elephant’ replaces JWT’s ‘bus’ campaign, which featured an actor on a
bus begging strangers for their Rolos. It is unclear whether the ‘bus’
ads will run again.