CDP has signed up the BBC football commentators, Des Lynam, Alan
Hansen and Dougie Donnelly, to inject World Cup topicality into the
video rental launch of Tomorrow Never Dies.
The trio provide a commentary on 007’s exploits in the 40-second spot,
which cannot be shown before 7.30pm because of its sexual content. It
breaks on 3 June and aims to cash in on World Cup fever.
’The premise is that during the World Cup, James Bond is one Brit who
will always score,’ Johnny Hornby, head of account management at CDP,
’Score’ opens on a fighter plane escaping a huge explosion. ’Another
glorious victory for England and it’s all down to this man,’ Lynam says
as the camera switches to Bond himself.
’... and, of course, he’s scored three times. Let’s look at the first,’
Lynam continues as the film switches to a bedroom scene. ’This is a
fantastic manoeuvre,’ Hansen agrees, ’obviously practised with the lads
in training ...’
Lynam and Hansen continue in this vein over a series of scenes from the
film. A 20-second version, called ’glory boy’, focuses on Bond’s
escapades outside the bedroom and can be screened during the day.
Donnelly provides the voiceover instead of Lynam for versions of the ads
to be screened in Scotland.
The spots were created by Paul Sharp and Paul Turner at CDP, with media
planning and buying also by CDP.