Young & Rubicam is replacing the current HP Sauce campaign in
mid-run next week with a new pounds 3 million-plus offensive inspired by
the product’s unique taste.
Two 30-second TV commercials feature characters whose daredevil
lifestyles mirror the intensity of HP Sauce. Each execution ends with
the line, ’Have you got the bottle for it?’.
The first ad features a Russian Mig fighter pilot, recounting tales of
airborne dog-fights, who concedes that since experiencing the HP Sauce
’sensation’ he’s been unable to fly. The second film features a female
Y&R’s campaign follows on from an existing one, which has been
portraying the sauce as the perfect partner for chips for two years. Two
ads with this theme were refreshed as recently as two months ago.
Miriam Jordan-Keane, a group account director at Y&R, described the new
campaign as totally different. She added: ’It’s very synergistic to the
existing ads. We’re still saying HP Sauce is great with chips but we’re
adding a new layer. The strategy is to focus on the unique taste
experience and remind everyone just how good it is. People have
described it as having a different taste to any other table-sauce; one
which is very intense.’
The films were created at Y&R by the art director, Martin Davey, and the
copywriter, Ben Carey. They were directed by Julian Griffiths through
TMD Carat is buying media for the national campaign, which will be
carried on all terrestrial and satellite TV networks.