O&M unveils Physio Sport TV ads

Ogilvy & Mather has developed its first TV campaign for Elida Faberge’s Physio Sport range since it won the business from TBWA GGT Simons Palmer last November.

Ogilvy & Mather has developed its first TV campaign for Elida

Faberge’s Physio Sport range since it won the business from TBWA GGT

Simons Palmer last November.



The campaign, which breaks on 24 May, stars a series of sports

professionals talking about how they helped develop the range of

bodycare products.



One commercial, for a hair and body wash, opens with the runner, Jamie

Baulch, informing viewers that ’Physio Sport Shower Gel wasn’t only

developed by people in white coats ...’.



The scene then cuts to the cyclist, Rob Hayes, riding over a bridge.



He continues ’... but with people in white shorts’. The triathlete, Jo

Hinde, takes up the story, as she dives into a pool. ’Over a thousand of

us who know ...’ she says, before her sentence is finished by the

swimmer, Karen Pickering, ’... training takes a lot out of you’.



Kyran Bracken, Rio Ferdinand and Denise Lewis complete the

endorsement.



Another 30-second ad for Physio Hand Grip and is set in a Tunisian

amphitheatre.



A ten-second commercial supports Physio Sport Anti-perspirant and stars

a sweating Lewis and Bracken.



The campaign was written by O&M’s executive creative director, Patrick

Collister, and art directed by Mark Fairbanks. The films were directed

by Terence Steves-Prior of HLA. Media planning and buying is handled by

Initiative.



Elida Faberge launched the Physio Sport range last summer, appointing

O&M to handle the press account and hiring TBWA to create the TV

advertising.



TBWA developed one TV campaign, which used the strapline, ’Physio

Sport.



Part of the ritual’, before the business was centralised into O&M.