Doner Cardwell ads for SeaFrance take on humorous slant laun

Doner Cardwell Hawkins unveils its first work for SeaFrance ferries this week with a multi-million pound TV and press campaign.

Doner Cardwell Hawkins unveils its first work for SeaFrance ferries

this week with a multi-million pound TV and press campaign.



The advertising, which comprises one 30-second and three ten-second

spots, breaks three weeks after the agency was awarded the business

following a five-way creative pitch.



The TV work features a crazy, naked Frenchman sitting in a bathtub,

poking fun at the English because they don’t travel by SeaFrance.



In the 30-second spot, the Frenchman says the English are ’as mad as a

box of frogs’ because they don’t travel by SeaFrance.



The Frenchman goes on to enthuse about the amenities on board the

cross-Channel ferry, such as the food, the bars and the shopping. As he

mentions each one, he is transported complete with bathtub to that

particular surrounding. At the end he exclaims: ’But you know the

surprise? The price.’



The three ten-second ads focus on price cuts. All the spots end with the

line: ’The difference, c’est SeaFrance.’



The campaign was written by Giles Hargreaves and art directed by Ivan

Davies. The films were directed by Marcus Adam through Smith Jones Brown

and Cassie.



The television campaign will be supported by a 28-week press burst and

the films will be broadcast in the Carlton, Meridian and Anglia

regions.



Media is being bought by CIA Medianetwork.



Doner Cardwell won the pounds 3 million SeaFrance business in February

out of Delaney Fletcher Bozell after pitching against GGT, Court Burkitt

and Company, McBains and the incumbent.



Become a member of Campaign from just £46 a quarter

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