Procter & Gamble is aiming to introduce greater emotional
attachment to its brands in an initiative that gives commercials
directors more creative control.
The move is a major change in strategy for P&G, which is famous for its
functional advertising. It is part of the new company directive,
Organisation 2005, which aims to improve creativity and innovation and
P&G’s hair and beautycare division is among the first to implement the
programme - announced by the new chief executive, Durk Jager, in June,
with new work for the deodorant brand, Secret.
The campaign, part of a pounds 22 million marketing spend, launches in
October through Leo Burnett and features ’slice of life’ vignettes.
The films have been directed by BFCS’s Derek Coutts, who is famous for
his soap-opera-style ads for brands such as Oxo and Gold Blend.
Nick Hotham, marketing director of health and beautycare at P&G, said
that allowing top directors to stamp their personality on ads would draw
in more consumers on an emotional level.
’We will be developing a working partnership between agencies and
In the past we have just shot the storyboard, now we are looking to
directors to add that extra 25 per cent to the creative idea,’ he
’This is particularly important for the beauty category. Rather than
just stressing a brand’s physical strengths, we want to generate more
emotional insight, especially with women.’
Speaking earlier in the year, Timothy Penner, vice-president of P&G,
said: ’We recognise the opportunity to use emotion and drama in our
advertising as a way to prevent people from hitting the channel
Dubbed ’Jack & Shirley’, the Secret ads focus on stressful and
contentious situations experienced by Shirley, such as telling her boss
she’s pregnant and returning to work after having a child.
Annabelle Manwaring, European creative director at Leo Burnett, said:
’P&G is recognising that developing bonds with the consumer is as
important as talking about the product offering.’