Reuters, the global news and information organisation, introduces
its first TV campaign on Friday as part of a brand advertising
A 60-second spot from BMP DDB, entitled ’pet shop’, targets private
investors and introduces the endline: ’Reuters. Behind every
The ad makes the point that good information is crucial to personal
finances, illustrated by a modern-day parable. It will be shown on
mainstream, business and cable TV channels in the US and the UK.
The film follows a young Chinese entrepreneur working in the family pet
shop. While surfing the net, he spots a nugget of information upon which
he makes an investment decision. He buys a consignment of sailing
dinghies, much to the annoyance of his old, rather cynical mother. Only
when a burst water-main floods the streets, unleashing a tidal wave, is
the true value of his investment realised.
The source of his information is a web page of Reuters’ information
warning of a potential disaster.
In the climax of the film, the water wreaks havoc as the hero, who is
called ’No-Ah’, saves all the animals in his shop. He then does brisk
trade as a group of city slickers bid for the dinghies.
’Pet shop’ was written and art directed by Simon Learman and Brian
It was directed by Jake Scott through Windows Productions. Media was
planned and bought by OMD UK.
BMP won the pounds 15 million Reuters account in June 1997 after a pitch
against Saatchi & Saatchi, Lowe Howard-Spink and M&C Saatchi.