NEWS: TBWA picks Bodie and Doyle spoof for Nissan

TBWA pays tribute to Bodie and Doyle, stars of the 70s television detective series, the Professionals, in the first UK-driven TV campaign for the Nissan Almera.

TBWA pays tribute to Bodie and Doyle, stars of the 70s television

detective series, the Professionals, in the first UK-driven TV campaign

for the Nissan Almera.



The campaign, which includes national press and poster work, is backed

by a pounds 6.5 million spend.



The TV film is a fast-moving 60-second homage to the series and stars

lookalike Bodie and Doyle characters careering around London in a red

Almera GTi.



The spot features the over-the-top music from the original TV series and

parodies its idiosyncrasies, such as the cut-out silhouettes of the

two stars.



In the commercial, Bodie and Doyle (the one with the perm) are

telephoned by their leader, Cowley, and race back to headquarters. On

the way they make a point of posing by the car and shouting ‘nice

wheels’ and ‘GTi’.



When they are driving in the car, Bodie shouts to Doyle: ‘Go faster.’

Doyle replies: ‘I’m doing nearly 30,’ to which Bodie answers: ‘Nau-ghty

boy.’



In another conversation, Doyle says: ‘Nice ride. This car’s well

sprung.’ And Bodie quips: ‘Like your perm.’



When they arrive at their destination, via a litter-ridden street

because ‘it makes the car look good’, Cowley chides them: ‘What time do

you call this? You’ll never make professionals.’ Doyle then replies:

‘Neither will they’, as the camera reveals the true nature of their

journey - to play amateur Sunday League football with a duff-looking

team.



Trevor Beattie, the TBWA creative director, said: ‘It’s bang on for our

target, who spent their formative years shouting ‘go, go, go’ at their

television screens every Monday night.’



The campaign was written by Pip Bishop and art directed by Chris

Hodgkiss. The TV commercial was directed by the former Comic Strip

director, Peter Richardson, through Tiger Aspect. Media planning and

buying is by Eurospace.



The Almera’s launch advertising was created earlier this year by TBWA-

H/Nethwork in Amsterdam and used the line: ‘The car they don’t want you

to drive.’



The TBWA London group business director, Neil Christie, commented: ‘The

launch campaign was good at building awareness. This campaign is about

giving the car an identity and personality.’



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