Reuters uses modern parable in branding ad

Reuters, the global news and information organisation, introduces its first TV campaign on Friday as part of a brand advertising initiative.

Reuters, the global news and information organisation, introduces

its first TV campaign on Friday as part of a brand advertising

initiative.



A 60-second spot from BMP DDB, entitled ’pet shop’, targets private

investors and introduces the endline: ’Reuters. Behind every

decision.’



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

Fraser.



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.