Delaney Fletcher Bozell has launched a quirky pounds 3 million
commercial, featuring a man riding a cow in central London, to promote
Ambrosia’s Creamed Rice.
The campaign, which includes a 50-second film and a ten-second cut-down,
presents Ambrosia as a proper pudding and not one to be left in the
cupboard. It is aimed at housewives who already know and like the
product but who may buy it infrequently.
The spot opens on a rush-hour platform at Paddington Station - the
gateway to the West Country. A man, dressed in cap and tweeds, is
sitting astride his cow, eating a bowl of Ambrosia, and singing about
the joys of going West. The scene then switches to the rolling hills of
Devon - representing Ambrosia’s ability to bring the country to the
city. The strapline - ’Devon knows how they make it so creamy’ -
continues from recent campaigns.
The campaign was created at Delaney Fletcher by the art director, Gary
Betts, and the copywriter, Malcolm Green. It was directed by Theo
Delaney through Tomboy.
The backing track is based on the song Go West, originally recorded by
the Village People but made famous in the 90s by the Pet Shop Boys. It
is sung by Peter Budd from the 70s group, the Wurzels.