Robson Green stars in MCBD's Thorntons ad

Miles Calcraft Briginshaw Duffy has created a £2 million TV

campaign for Thorntons using the TV sex-symbol Robson Green to drive

sales in the run-up to Christmas.



The campaign breaks on national TV on 19 November and introduces the

strapline: "Thorntons. Perfection in confection." Focusing on its

Continental Collection, it positions Thorntons as the ultimate Christmas

present.



In the first execution, two flat-mates, Lucy and Sarah, rush to open

their presents on Christmas morning. Lucy is delighted with the

chocolates that Sarah has given her and immediately indulges.



She then produces an enormous parcel for Sarah who opens it

excitedly.



She is disappointed when she finds that her present is heartthrob

Green.



After an awkward pause she asks: "Do you think I can take him back?"



The second execution shows Lucy and Sarah sitting on the sofa with their

presents. Lucy is enjoying her Thorntons chocolates and a disappointed

Sarah is sitting next to a bemused Green.



As Sarah shuffles toward the chocolates, Lucy turns away and tells her:

"Go play with Robson."



Four 30-second radio ads focus on Sarah's disappointment in her present

and on the luxurious Continental Collection boxes she would have

preferred.



Richard Burgess, head of advertising at Thorntons, said: "This is our

best campaign yet. The ads are spot-on for our audience and have the

product right at their heart. When it comes to the ultimate Christmas

gift, Robson doesn't come close."



The ads were written and art directed by Malcolm Duffy and Paul

Briginshaw and directed by Who? at Great Guns. Media planning is by MCBD

and buying is through PHD Compass.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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