Des Lynam’s TV ad debut for Right Guard breaks this Saturday and
features the BBC presenter auditioning for a fictional commercial.
The film, created by Saatchi and Saatchi, shows Lynam having breakfast
at the foot of a sweeping staircase that leads to a Roman-style indoor
swimming pool. He is fanned with huge ostrich feathers by two beautiful
women. At the top of the staircase is a large video-screen, on which
Lynam’s agent appears to tell him about the imminent audition.
The agent says Lynam must act two roles in the audition. The first,
’great smelling’, involves strolling past the two women with one hand on
his hip and one placed on his head. This Lynam does, and the women sniff
the air under his armpit and sigh dreamily. The second role is
’dryness’, for which Lynam parts the water in the swimming pool with a
flick of his hand.
When the agent reveals that, to clinch the part, Lynam must perform
’great smelling’ and ’dryness’ simultaneously, the overwhelmed celebrity
gasps: ’Surely nothing on earth can perform such a task.’
The spot ends with the voiceover saying: ’New fragrance, new dryness,
new Right Guard.’ The strapline reads: ’Unbeatable aerosol double
Nothing performs better.’
The spot was written by Howard Wilmott and art directed by Duncan
The director was John Lloyd, through Limelight Productions. Media is
being planned by Julia Finlay at Saatchis and bought by BMP Optimum.