Ammirati Puris Lintas is looking to entice children in a new Nestle
Rowntrees Fruit Pastilles commercial set in a child’s brain.
The 30-second film, which is reminiscent of the old cartoon strip, the
Numbskulls, shows the workings of a child called Fred’s head as he eats
a green fruit pastille.
As he puts the pastille to his mouth, the camera pans through his ear
and into his brain. Fred’s head is run with military precision by a
naval commander, who shouts to his crew from the control room, or ‘brain
As the pastille enters Fred’s mouth, the captain orders the crew to row,
which moves Fred’s jaw up and down. A boxer punches out a beat on a
punch-bag, which represents the uvula.
Alarm bells ring and a pressure gauge indicates Fred’s mouth is getting
juicy. The commander then shouts ‘swallow’ and the time-beater pulls a
plug and the juice disappears down Fred’s throat. The military
manoeuvre is then over until Fred eats another sweet. The voiceover
announces: ‘There’s more to eating one than you think.’
The film was created by the APL copywriter, John Peacock, and the art
director, Frank Cookson. It was directed by Jan Kounen and produced by
Mike Wells at Helen Langridge Associates. The voiceover was by James
Durham, who played the part of ‘Scotty’ in Star Trek.
Andrew Cracknell, APL’s chairman and executive creative director, said:
‘Our brief was to communicate that there is more to eating a Rowntrees
Fruit Pastille than you think. We developed a route that allowed us to
dramatise the product attributes of glittery, chewy, juicy and fruity in
an exciting and colourful way.’
Martin Corcoran, Nestle Rowntrees director of marketing, commented:
‘This is bound to be a topic for the playground, and kids won’t be able
to resist eating them.’
The film breaks on 8 April and will roll out across the ITV Network,
Channel 4 and satellite TV. Media planning was by APL and media buying
was through J. Walter Thompson.