JWT unveils 'melons' ad for 'life less serious' Malibu campaign

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

the summer.

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.

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