TBWA GGT Simons Palmer has unveiled its first work for Elida
Faberge’s unisex toiletries range, Physio Sport, since winning the
television task in May.
TBWA is positioning the unisex sports toiletries range as an important
part of the ritual that sports enthusiasts go through when they psyche
up for a match.
The pounds 6 million TV campaign, which breaks at the weekend, shows
professional, semi-professional and amateur athletes getting ready for a
The first of three 40-second spots shows a team of female basketball
players in the changing rooms getting ready for an important match. One
of the women spends a few moments searching for something before pulling
a lucky charm out of her sock.
After kissing it for luck, she rubs Physio Sport Grip, a liquid hand
product, into her hands and goes on court.
The scene then switches to still images of the team on court before
switching back to the changing rooms where the team is celebrating their
win. The camera then cuts back to the woman gratefully kissing her lucky
The other two spots feature a tae kwon do competitor and the members of
a football team, who all use the Physio Sports range before winning
their respective matches.
The endline to all the commercials is: ’Physio Sport. Part of the
Elida Faberge has been product-testing the range for the past
two-and-a-half years with athletes around Europe. It also won the
approval of the International Olympic Committee’s medical
The ads were created by Ros Sinclair and Sean Thompson and directed by
Dominic Murphy through Blink. Media planning and buying will be through
Three months ago, Elida Faberge split the Physio Sport account between
TBWA, which handles television, and Ogilvy & Mather, which handles print
ads. O&M’s press and poster ads broke earlier this month.