Procter & Gamble is ditching the ’moneywaster’ campaign for its
Bold detergent and conditioner brand and has unveiled a TV and print
campaign through Grey.
A 30-second spot, which breaks next week, takes the viewer inside the
head of a bumble bee flying around freshly washed clothes on a line. The
clothes have been washed in Bold’s three fragrances - Active Fresh,
Hawaii Fresh and Aqua.
’The brief was to bring to life the character of the three distinctive
Bold fragrances,’ said Steve Richards, group managing director at Yellow
Grey - the Grey division which handles the account. ’The consumer is
right in there with the bee, experiencing first-hand what clothes washed
in Bold are like.’
The commercial will be backed by a national print campaign that features
two stars of British comedy. Norman Wisdom and John Inman have been
signed up to reinforce the message that Bold is great value for
The first execution features two pictures of Wisdom in his trademark
ill-fitting suit and flat cap. One is titled ’Norman’, while the other,
’Wisdom’, shows the star with a packet of Bold tucked into his jacket.
The endline says: ’What’s so smart about Bold? It contains its own
The campaign replaces the ’moneywaster’ ads in which a child sent to buy
powder and fabric conditioner returns with Bold - giving his mother the
money he has saved.
’The potential for uninspiring advertising was there from the outset,’
Justin Roberts, European assistant brand manager at P&G, said. ’We have
had five years’ worth of value communications heritage on TV with our
moneywaster campaign which we knew had become tired.
’We’re delighted to have some great ads full of humour and personality
that we know Bold consumers will enjoy.’
The TV campaign was written by Anne-Marie Burrows, art directed by
Hayden Rogers and directed by Nikolai Galitzine through Partizan Midi
The print work was written by Peter Algate and art directed by Stuart
Media planning for the entire campaign is through MediaCom TMB while
buying will be handled by Starcom Motive.