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
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
Another 30-second ad for Physio Hand Grip and is set in a Tunisian
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
Elida Faberge launched the Physio Sport range last summer, appointing
O&M to handle the press account and hiring TBWA to create the TV
TBWA developed one TV campaign, which used the strapline, ’Physio
Part of the ritual’, before the business was centralised into O&M.