OgilvyOne makes greens sexy in Vegetarian Society ad

OgilvyOne, the Ogilvy Group’s direct marketing agency, has created a risque cinema ad for the Vegetarian Society in a bid to make vegetarianism sexy.

OgilvyOne, the Ogilvy Group’s direct marketing agency, has created

a risque cinema ad for the Vegetarian Society in a bid to make

vegetarianism sexy.



The 30-second film shows vegetables dripping with oil or sauce,

including a suggestive shot of an apricot with juice oozing out of it.

Another shot shows a pea in a pod being gently caressed by a finger. The

endline reads, ’Become a real food lover.’



Graham Daldry, the copywriting half of the team behind the ad, said the

campaign was aimed at shaking off the boring image of the Society. ’The

problem is vegetarianism is seen as too worthy.



We wanted to get across the message that a meat-free diet can improve

your sex drive, intellectual powers and provide extra vitality.’



The ad has been produced in conjunction with the Co-Operative Bank and

should break next week once it has been assigned a film certificate

rating.



The ad, written by Daldry and art directed by Harvey Lee, is the first

commercial directed by Mark Taylor, a former copywriter at Doner

Cardwell Hawkins, through Production International.



The Vegetarian Society has courted controversy with its advertising

before.



It was criticised by the Advertising Standard Authority last year for

exaggerating links between meat and cancer (Campaign, 12 December 1997).



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