VCCP's debut Trebor TV campaign shows strength of its mints

Vallance Carruthers Coleman Priest is unveiling its first work for Cadbury Trebor Bassett with a TV and radio campaign starring the comedian Al Murray.

Murray appears in the eight ads in a number of guises to promote the freshness of Trebor's extra strong, soft and sugar-free mints.

He gets his words jumbled up and his dialogue is littered with spoonerisms to emphasise just how fresh they are.

In one of the spots, Murray appears as a posh gent who is offered a tray of humbugs by his butler. He says: "If anyone offers you a bumhug tell them extra strong mints are fresher."

The endline reads: "Extra strong mints. So fresh they make your tongue dizzy." A voiceover by the comedian Ronnie Barker states: "Extra strong mints. So fresh they make your dongue tizzy."

The TV ads break on Monday. They were written by John Peacock and art directed by Tim Brown. The director was Steve Bendelack through Large Corp.

Media planning and buying is by Starcom MediaVest.

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