NEWS: Y&R positions HP Sauce as hangover cure in one-off Loaded ad

Young and Rubicam has taken the unusual step of associating HP Sauce with hangovers, in a one-off ad in the April issue of the men’s magazine, Loaded.

Young and Rubicam has taken the unusual step of associating HP Sauce

with hangovers, in a one-off ad in the April issue of the men’s

magazine, Loaded.



While the brand is normally positioned as the ideal sauce for chips,

this three-page execution explores the effects the contents of the great

British breakfast have on a hangover, and how HP Sauce is the perfect

accompaniment.



In what is claimed as a first in Loaded, the hangover execution will run

on the back of the magazine’s regular three-page pull-out poster.



Under the strapline, ‘The HP sauce guide to the morning after’, written

in a suitably bleary typeface, the ad features a breakfast table-top,

complete with a fry-up and assorted paraphernalia associated with the

breakfast binge. Each is flashed with helpful advice. The script

alongside the tomato reads: ‘Red, slimy and unpleasant. Just like your

eyes.’ The commentary on the table adds: ‘An item of stability in an

otherwise fluid world. Insert head here during moments of weakness.’



HP Foods’ marketing controller for table sauces, Ian Wilson, pointed to

the creative and close targeting opportunity presented by the Loaded

pull-out.



‘This was a great opportunity for us against an important target group

and one with which we could have some fun,’ he said.



The ad was written by Paul Catmur and art directed by Anita Davis. The

photographer was Oscar Paisley.



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