NEWS: O&M reveals new direction in Delight spot

Ogilvy and Mather has unveiled its new Delight Low Fat Spread commercial, which has strayed from the usual emphasis on the buttery taste.

Ogilvy and Mather has unveiled its new Delight Low Fat Spread

commercial, which has strayed from the usual emphasis on the buttery

taste.



The new TV work, which is part of a pounds 1.75 million campaign,

demonstrates ‘101 uses’ for Delight. It is the brand’s first appearance

on TV for more than a year.



The commercial opens on a female Channel-swimmer, smearing the yellow

spread over her arms, apparently to keep warm, with the voiceover

saying: ‘Because Delight is a low-fat spread, we do not recommend it to

cross-Channel swimmers.’



The scene then cuts to a brunette model using the spread as a

conditioner on her hair, which then turns yellow, as the voiceover

continues: ‘Or to those with dry, damaged hair.’ The next shot is of a

docker coating a ship’s causeway with Delight, accompanied by the words:

‘Or, for that matter, launching large ships.’



At the end of the film, we arrive at the correct usage: a scene of three

people eating bread with the spread on it, and the voiceover: ‘However,

Delight is perfect for people who want to eat less fat, without making

their lives really horrid.’



The endline remains: ‘If it’s delicious and light, it’s Delight’ with

the added phrase: ‘Put it on your bread.’



Jeremy Rosenberg, the account manager on Van den Bergh Foods at O&M,

said: ‘‘101 Uses’ will stand out from the plethora of side-by-side

product tests that are spoon-fed to housewives.’



The ad was written by Nicola Gill and art directed by Sally Bargeman. It

was directed by Mark Denton of Brian Byfield Films. It will be shown

nationally.



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