J. Walter Thompson has released its latest spot for Mailbu,
continuing the "life less serious" campaign.
The new spot, entitled "melons", is the fifth ad in the campaign and
follows on from the "parking" execution which was aired at the start of
JWT took over the account from Lowe Lintas more than a year ago and
maintained the "life less serious" work, which parodies everyday life
against the backdrop of the Caribbean, featuring local actors.
The spots aim to show how Malibu helps drinkers see the absurdities of
the stressful western lifestyle.
"Melons" features two men minding a melon stall in an extremely
bureaucratic manner by asking customers to take a number and wait in
line, holding business meetings to discuss online opportunities and
berating the customers when they touch the "display melons".
The strapline "Malibu. Seriously easy going" is retained.
The ad breaks on 5 November on national TV and cinema. A website, based
on Wesley, the lowly melons seller in the ad, has been created and will
carry a web-only edit on wesleymelons.com. The "life less serious" theme
will also be supported in press and in ambient activity.
Elsa Jack, the Malibu brand manager, commented: "Malibu is the fastest
growing priority brand within our global brand portfolio and the number
of UK 18- to 24-year-old Malibu drinkers is at a ten-year high, so the
time is right to invest in the UK market."
The ad was art directed by Paul White, written by Trevor de Silva and
directed by Traktor through Partizan. Media planning and buying is
handled by Carat.