Y&R uses daydreamer in Lea & Perrins ad

Young & Rubicam has created an elaborate TV ad for Lea & Perrins Worcestershire Sauce featuring a man hallucinating about the sauce.

Young & Rubicam has created an elaborate TV ad for Lea & Perrins

Worcestershire Sauce featuring a man hallucinating about the sauce.

The work is aimed at repositioning the brand as a tasty addition to

snacks instead of an instant marinade, following the launch of a range

of marinades by HP Foods.

The film, directed by Harry Dorrington through Lambie-Nairn Directors,

opens on a man in a supermarket wheeling his shopping trolley in which

there is just a loaf of bread and some cheese. As he approaches a shelf

displaying Lea & Perrins he starts to daydream about a slice of bread

and cheese flying through the air to a grill.

Suddenly, a bottle of Lea & Perrins appears in his dreams and sauce is

splashed over a slice of toast and cheese. He is just about to take a

bite when the ad cuts back to the supermarket and we see a woman

reaching past him for a bottle of sauce and saying: ’It’s great on

toasted cheese.’

A Terminator-style voice-over then says, ’Lea & Perrins. For the

ultimate snack.’

The 30-second film, which breaks on 7 September, was written by Ben

Carey and art directed by Martin Davey. It will run on terrestrial and

cable television. Media buying will be handled by Carat. Adspend on the

campaign is pounds 2.5 million.

Young & Rubicam took the HP Foods brand back on to TV in 1996 after a

three year absence. The agency won the account from FCB in 1993 after HP

Foods decided to consolidate its pounds 4.5 million above-the-line spend

into one agency. The account was previously split between FCB and Ogilvy

& Mather. The latter did not pitch for the centralised business because

of client conflict.

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