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
The television campaign will be supported by a 28-week press burst and
the films will be broadcast in the Carlton, Meridian and Anglia
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.