TBWA GGT Simons Palmer has recruited the former Big Breakfast
presenter, Denise Van Outen, to star in the first TV ad for the
Birmingham van manufacturer, LDV.
The commercial follows Van Outen as she goes through her day, using a
’fly on the wall’ format. As her day unfolds, personality traits - like
being unreliable and expensive to run - are highlighted and contrasted
with the strengths of an LDV van.
The ad culminates with Van Outen getting out of a limo and a group of
men calling out: ’Look at the bumpers on that.’ She momentarily believes
they are referring to her bust, but it turns out to be a reference to
the bumpers on an LDV van.
Using the strapline, ’LDV, not just vans. Great vans’, the spot
highlights that the company only makes vans.
It breaks nationally on 24 January during Sky Sports’ coverage of the FA
Cup match between Manchester United and Liverpool.
Manning Gottlieb Media, which handles media planning and buying on LDV,
has devised a media schedule to reach the male target audience and to
capitalise on LDV’s sponsorship of Aston Villa. The ads will run until
the end of May on most of Sky’s football programming.
Wendie Stone, the board account director at TBWA, said: ’Intelligent
media planning has allowed us to maximise the impact of LDV’s
The ads were created by Chris Hodgkiss and Pip Bishop, and directed by
David Hartley at Brave films.