APL spots to boost Flora sponsorship

Flora is to capitalise on its sponsorship of next month’s London Marathon with a new series of TV commercials through Ammirati Puris Lintas starring Richard Wilson, the brand’s cantankerous spokesman.

Flora is to capitalise on its sponsorship of next month’s London

Marathon with a new series of TV commercials through Ammirati Puris

Lintas starring Richard Wilson, the brand’s cantankerous spokesman.



The first of three new 30-second commercials shows Wilson wearing a

tracksuit instead of the white linen suit he has donned for past Flora

ads. He explains, in his usual ratty tones, that the way he keeps fit is

by eating a healthy diet with plenty of carbohydrates.



Meanwhile, Flora, which contains polyunsaturates, helps to reduce his

cholesterol. Much to his annoyance, Wilson’s food rant keeps being

interrupted by footage of the London Marathon, backed by the Blues

Brothers’ track, Someone to Love.



Wilson looks scornfully at the marathon runners and proclaims marathons

are not for him: ’Not this body, matey. With my schedule, every day is a

ruddy marathon.’



At the end of the ad, he sneers: ’Twenty-six miles. Haven’t you people

heard of a bus pass?’



The second film features Wilson and the British athlete, Liz McColgan,

who won the women’s London Marathon last year. A third commercial shows

an on-pack promotion for the British Heart Foundation.



The commercials were created by Peter Matthews, an APL creative

director, and directed by Nick Lewin through Cowboy Films.



The TV campaign will be supported from 1 April with bus-sides carrying

the strapline: ’Healthier in the long run.’ Media buying is through

Initiative Media.



Alastair Bruce, the marketing manager at Flora’s owner, Van den Bergh

Foods, said: ’Integrating the Flora London Marathon with the main brand

advertising was a key issue following the start of our involvement with

the event last year.’



He added: ’The task for 1997 was to drive the communication of the Flora

health message. Using Richard Wilson is the perfect way of achieving a

synergy between the event sponsorship and the main brand advertising.’



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