Caribbean flavours JWT’s Malibu ads

J. Walter Thompson has unveiled its first work for Malibu since winning the global UDV account from the Lowe Group in April.

J. Walter Thompson has unveiled its first work for Malibu since

winning the global UDV account from the Lowe Group in April.



Eight break bumpers, all emphasising the brand’s Caribbean heritage,

will go on air this week to tie in with Malibu’s sponsorship of the

Music of Black Origin Awards, which are broadcast on Channel 4.



The ten-second vignettes all show people finding ways to enjoy music in

everyday circumstances. In one, an ice-cream van is playing calypso

music and in another, a black policeman gives money to a

harmonica-playing busker.



We also see an elderly Rastafarian asking his young neighbours to turn

the music up and a jogger sidling up to a fellow runner so that he can

hear his walkman.



In another, a hitch-hiker refuses the offer of a lift from a driver who

has no stereo in his car. A sixth spot shows a woman wrestling with her

vacuum cleaner while her husband slyly taps the hoover’s fuse against

the sofa, listening to a hi-fi uninterrupted.



In the final two films, one shows a barber struggling to cut the hair of

a customer who keeps dancing in his seat, and the other features a

driver stopping at a green light because he loves the music blaring out

from a squeedgee boy’s stereo.



All the spots were written and art directed by a new team at JWT, Matt

Collier and Wayne Robinson. They were directed by Marc Carach through

Helen Langridge Associates. Media planning and buying were through

Carat.



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