Bodyform is relaunching its Invisible towels with a campaign from
Roose & Partners that attempts to bypass the traditional cliches
attached to sanpro advertising.
The pounds 2 million campaign, which comprises a 30-second ad and a
ten-second cutdown, depicts women working and playing hard in North
America, interspersed with plumbing imagery to emphasise the fact that
the new product helps cut down ’leaks’.
Breaking on national TV this week, the 30-second commercial opens on a
bustling cityscape in Toronto, with fast-cut shots of tower blocks,
traffic and people rushing to and fro.
We see a cyclist, kitted out in smog mask and helmet, cycling past a
billboard with the word ’incredible’ plastered across it. The shot cuts
to three laughing women holding shopping bags and shimmying for the
Next to them is a security company sign on a doorway which reads
We then see a businesswoman - looking calm and shot in black and white -
with the word ’against’ printed across the masthead of her newspaper
and, to complete the sentence, a plumber’s van with the word ’leaks’
zooms across a bridge. A female labourer then yanks a giant wrench to
stop a geyser from flooding the streets.
A stylised product demonstration follows in the commercial, ending with
a zoom shot on to a policewoman’s badge which says ’to protect and
serve’, followed by a backshot superimposed over the city scene.
The endline reads: ’No better protection against leaks.’ The soundtrack
still contains the familiar female singer so long associated with the
brand, but the ’waaauugh, Bodyform!’ rift appears later in the
commercial as part of its updated treatment.
This latest campaign follows the relaunch of Bodyform Ultra Pantyliners
earlier this year which was supported by a press campaign showing women
discussing exactly what they would allow into their knickers.
The ads were written by Kim Durdant-Holloway, art directed by Terry Ross
and directed by Julian Gibbs through Intro. Media planning and buying is
through Roose & Partners.