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
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.’