Tidy Britain spots use street speak to woo teenagers

The traditional ’Tidyman’ has been turned into a violent enforcer in new advertising targeted at teenagers, Britain’s worst litter louts.

The traditional ’Tidyman’ has been turned into a violent enforcer

in new advertising targeted at teenagers, Britain’s worst litter

louts.



The Tidy Britain Group symbol is given street credibility in a TV and

cinema campaign in which Tidyman delivers his message by kicking an

offender in the groin.



The Poulter agency in Leeds consulted closely with the Broadcast

Advertising Clearance Centre and the Cinema Advertising Association,

neither of which have imposed restrictions on the screening of the two

30-second cartoons.



In one commercial, a litter lout is sent crumpling to the ground after

refusing Tidyman’s invitation to put his litter in a bin. The endline

is: ’Use a bin. It beats getting kicked in by a logo.’



In the other ad, Tidyman dumps a litter lout in a bin before strolling

off with his girlfriend. Being tidy ’beats getting your bird nicked by a

logo,’ the endline explains.



The ads were written by Graham Doran, art directed by Paul Moran and

directed by Daniel Greaves through Tandem Films. Media buying is through

Poulter.



Richard Lewis, Poulter’s managing director, said: ’The key is to speak

to teenagers in their own language.’



Andy Pratt, Poulter’s new- business director, said. ’The ads are about

getting people to reconsider entrenched habits,’



The advertising is part of a new offensive by the Tidy Britain Group

aimed particularly at teenage boys, who are blamed for creating the most

litter.



Home Office figures for 1995 show that, of the 723 people convicted for

littering, 661 were male.



The agency tried and rejected a number of scripts on taste grounds

before submitting the final versions for approval by the BACC and the

CAA. ’While trying to go to the edge we were sensitive of the need not

to give offence,’



The commercials, supported by 96-sheet posters, will go on test on

cinemas across the Granada region and during TFI Friday on Channel 4

North during May and June prior to a probable national roll-out next

year. Poulter is responsible for media planning and buying.



Pratt added. ’It won’t be a quick fix but a long-term effort.’