Ogilvy & Mather has created a raunchy television commercial for the
slimming biscuit, Ryvita, in a bid to distance the brand from ’crusty’
The 30-second film, entitled ’bank’, opens with a shot of a security
guard idly reading a newspaper in his office. He takes no notice of the
video monitor on his desk which is filming the inside of a bank.
A robber, his face covered with a duck mask, storms into the bank
demanding money from the teller. Everyone in the bank drops to the
floor. However, at this moment, a shapely woman enters wearing nothing
but a skimpy red bikini. The robber is clearly smitten and stops his
hold-up to stare at her as she wends her way to the cashpoint
The voiceover says: ’Because Ryvita is only full of healthy stuff,
you’ll feel so good there’s nothing you can’t do.’
At the end of the film, the villain is captured by security men in a
huge net as the object of his desire strolls away. Meanwhile, the
security guard, who has missed the drama, catches a glimpse of the woman
on his monitor as she sashays out of the bank.
The ad was written by Di Lowe and art directed by Stuart Gill. It was
directed by Peter Richardson through Tiger Aspect.
It continues the exhibit-ionist theme of ’airport’, O&M’s previous ad
for Ryvita, in which a woman stripped down to her underwear in an
Chris Sebire, Ryvita’s sales and marketing. director, said: ’Following
on from ’airport’, this commercial takes us further away from the
cliches of health-food advertising, while building on the brand’s