CAMPAIGN DIARY: Lewis attracts ad fans

On Saturday night, the boxing titans, Lennox Lewis and Evander Holyfield, will fight for the World Heavyweight title. Eagle-eyed viewers will have spotted ads cameoing Lewis in his lesser-known role as an anti-global warming crusader in the DETR campaign, which sees our hero doing his bit for the environment by encouraging people not to overfill their kettles.

On Saturday night, the boxing titans, Lennox Lewis and Evander

Holyfield, will fight for the World Heavyweight title. Eagle-eyed

viewers will have spotted ads cameoing Lewis in his lesser-known role as

an anti-global warming crusader in the DETR campaign, which sees our

hero doing his bit for the environment by encouraging people not to

overfill their kettles.



But now Abbott Mead Vickers BBDO, the agency responsible for the ads,

has put its money where its mouth is. In anticipation of Lewis winning

the fight, AMV has tweaked the ad so that a radio announcer can be

distinctly heard in the background heralding Lewis as ’the heavyweight

champion of the world’. Although the ad is finished, the agency is

hedging its bets. The original spot will continue if Lewis doesn’t

win.



Good to see that French Connection has put its mighty weight behind

Lewis too, surely influenced by its agency’s creative director, Trevor

Beattie.



Shoppers around town have been invited over the past few weeks to ’be

the man’ and offer words of support to Lewis via special postcards.

Campaign says sock it to him, Lennox.



Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content