Fallon makes TV debut on Double Velvet brand

Fallon's debut TV campaign for SCA Hygiene Products' Double Velvet emphasises the toilet tissue's softness by depicting life in the brand's factory.

The ads, which continue the endline created by Publicis, "love your bum", promote the Double Velvet product as being: "Now even softer."

In one 30-second TV execution, entitled "factory", we see how Double Velvet is so soft that it has caused factory employees to adopt peculiar working practices.

Rather than using the stairs, they casually drop from great heights on to stacks of the toilet roll and use the product as a crash barrier when arriving on their bicycles.

The press element continues this theme, with the water in a swimming pool and crash mats in a gym being replaced by rolls of Double Velvet.

Chris Kay, the account director at Fallon, said: "Rather than using puppies or bears, we felt the best way to sell the product was to talk about a motivating product attribute in an engaging, funny way."

Ed Edwards and Dave Masterman wrote and art directed the campaign, which was directed by Stacy Wall at Epoch through Large Corp.

The print ads will run in women's magazines such as Red, She and Elle.

Posters will break on 1 June, with Carat handling media planning and buying.

Nick Dudman, the senior product manager for SCA, said: "Velvet as a brand is again challenging the category advertising norms and we feel that the Fallon ad campaign appeals much more to British housewives than what is traditionally created for toilet tissue advertising."

Fallon, a Publicis Groupe agency, picked up the account at the end of last year without a pitch. The incumbent, Publicis, was forced to resign the business because of conflict after it secured a place on the Procter & Gamble roster.

The agency created the second most complained-about series of ads in 2003 with its "love your bum" posters, which provoked 375 complaints to the Advertising Standards Authority.

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