OgilvyOne, the Ogilvy Group’s direct marketing agency, has created
a risque cinema ad for the Vegetarian Society in a bid to make
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
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
It was criticised by the Advertising Standard Authority last year for
exaggerating links between meat and cancer (Campaign, 12 December 1997).