Euro RSCG shows first Haagen-Dazs TV blitz

Euro RSCG Wnek Gosper unveils its debut work for Haagen-Dazs this Friday with a campaign that takes the brand on to national TV for the first time.

Euro RSCG Wnek Gosper unveils its debut work for Haagen-Dazs this

Friday with a campaign that takes the brand on to national TV for the

first time.



Haagen-Dazs reveals its new catchline, ’100 per cent perfect’, which

will feature in all its pan-European advertising. The TV, press and

poster campaign is made up of a series of scenarios which at first sight

appear to be faultless, but are revealed to be less than perfect. Only

Haagen-Dazs is ’100 per cent perfect’.



The television commercial is set in a Miami restaurant where a young

couple are enjoying a meal together - laughing, talking and joking with

the waiter. But the dinner is ruined when the bill arrives and the man

pulls out his calculator. He tells his date: ’You had two rolls with

your soup - that’ll bump up your half.’



Press and poster executions continue the theme of disappointed dreams. A

picture of a beautiful woman carries the line, ’at night she snores like

a pig’, and a gorgeous ’new’ man is ’a total tosser’.



The idea for the campaign was conceived by Mark Wnek, the agency’s

executive creative director, and the posters were art directed by Nigel

Rose. The commercial was art directed and written by Nick Bird and Lee

Smith and directed by Jeff Stark through Stark Films.



Brett Gosper, the chief executive of Euro RSCG, said: ’We want to

broaden Haagen-Dazs’s reach but retain the brand’s special qualities

Our campaign has shifted away from the image-charged approach to one

that shows how terrific the product is.’



Euro RSCG won the business last year (Campaign, 25 May) in a pitch

against Young & Rubicam. Bartle Bogle Hegarty, the previous incumbent on

the business, refused to repitch. Media planning and buying is through

TMD Carat. Haagen-Dazs is expected to increase its annual European

pounds 12 million budget by 30 per cent this year.



The new campaign has been adapted across Europe by Euro RSCG. Gosper

added: ’The idea is so large that any market can find its own version.’



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