Steve McQueen, played in this version by a cow, is seen making a final bid for freedom on a motorbike, while angry farmers pursue him across the countryside.
The famous theme from the film accompanies the ad, which ends with a voiceover explaining: "Anchor cows are never cooped up, they're free to roam all year round."
The TV ad, which will run in 40-, 20- and ten-second versions, will be followed by a print campaign featuring roaming Anchor cows in popular holiday destinations.
Credits
Project
Anchor Great Escape TV
Clients
Mike Walker, Anchor senior brand manager; Emily Oldridge, Anchor brand manager, Arla Foods
Brief
Communicate that Anchor is the free-range butter brand
Creative agency
CHI & Partners
Creative team
Ed Edwards, Dave Masterman
Planner
Ben Southgate
Media agency
Carat
Media planner
Naomi Lopez
Production company
Tandem
Director
Tony Mines
Exposure
National TV
Anchor cow takes Steve McQueen Great Escape role
by Staff, Campaign, 14 January 2009, 11:20am
LONDON - Anchor is continuing its Fuzzy Felt-themed campaign with a new TV spot featuring a pastiche of the final scene from The Great Escape.
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