Ryvita launches ’sexy’ TV ad

Ogilvy & Mather has created a raunchy television commercial for the slimming biscuit, Ryvita, in a bid to distance the brand from ’crusty’ health-food advertising.

Ogilvy & Mather has created a raunchy television commercial for the

slimming biscuit, Ryvita, in a bid to distance the brand from ’crusty’

health-food advertising.



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

machine.



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

airport terminal.



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

heritage.’



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