Antoine de Caunes, the star of the hit youth television programme,
Eurotrash, is to feature in a J. Walter Thompson television and cinema
campaign for Rowntree’s Fruit Pastil-lolly due to break on 1 July.
Rowntree’s is believed to have earmarked pounds 1 million for the
campaign, which was produced by de Caunes and his production company,
Rapido TV, in their first venture into advertising.
The three ads promote the Fruit Pastil-lolly as an exciting lolly on a
boring stick, with de Caunes viewing the nature of Britishness through
the eyes of a Frenchman.
He finds the Fruit Pastil-lolly so colourful and fashionable that he
can’t believe it’s British - until he remembers the boring stick
The ads have the endline: ‘An intensely fruity experience on a very
The colourful and slightly surreal sets give the executions a cartoon
like effect. They were designed by the French artist and Eurotrash set
designer, Gilles Cenazandotti, to reflect the colours of the Fruit
The campaign was written by Chris Bardsley and art directed by David May
at JWT. Media planning and buying were also handled by JWT.
‘Ultimately it was such a funny product for a grown man to be eating,’
de Caunes commented. ‘We capitalised on it by making the main character
look juvenile and silly. The visual style and sense of humour of the
product was suited to our needs.’
The ads were shot on video to ‘help create a hyper charge of colour and
make the ad surreal,’ de Caunes added.
‘A more traditional agency would have insisted on shooting on film and
then spent two days adjusting the ad on Flame trying to recreate the
glossy cartoon feel. JWT was brave and sensible enough to shoot on
video, maximising the effect and savings.’
Nestle Lyons Maid launched the Rowntree’s Fruit Pastil-lolly in 1994,
and the company claims it is now the number one children’s ice
confectionery brand in the UK. Last year it recorded 48 per cent and 30
per cent annual growth in sales in the take-home and impulse sectors