J. Walter Thompson is launching two new TV commercials for Philadelphia
cream cheese this week that feature the silly secretaries surfing the
The ads show dippy Sarah and constantly ravenous Anne getting to grips
with computer technology. Anne surfs the Internet as Sarah tucks into
her lunch. During her ‘travels’ down the information superhighway, Anne
learns about new and interesting breads such as bagels and ciabatta.
In the first execution, Anne lectures Sarah on the wonders of new
technology. ‘You should surf the Internet,’ she tells Sarah. Sarah
replies in her wet voice: ‘I’m not very good at sports.’ Anne continues:
‘I’ve discovered that the Americans spread cool, creamy, pure
Philadelphia over a bagel - whatever that is.’ Sarah pipes up, ‘I think
this is one’, holding up her lunch, a bagel already spread with
Philadelphia. She explains that she didn’t get it on the superhighway
but at a shop on the B27.
The second execution shows Anne learning Italian on her lap-top - or her
‘integrated language laboratory’, as she grandly calls it. When she
opens the computer, Sarah asks: ‘Ooo, is this a new handbag?’ The pair
then chat about the ‘romantic’ Italians and the wonders of ciabatta
spread with Philadelphia.
The films were written by the JWT copywriter, Sandra Leamon, and her
art director, Carol Cass. Both were directed by Mel Smith through the
production company, Smith Jones Brown and Cassie. The two executions are
backed by a pounds 3.4 million spend and break nationally this week.
JWT’s executive creative director, Jaspar Shelbourne, said: ‘As always,
Anne is the know-it-all and Sarah the innocent who triumphs through
naivety. It’s a format that allows us to be both informative and
entertaining at the same time.’
Both films build on the successful long-running ‘two secretaries’
campaign that started in 1987. The ads aim to remind consumers of
Philadelphia cream cheese’s core attributes.
Last June, it emerged that the secretaries were to star in their own TV
show on Select TV following the ads’ success.