J. Walter Thompson has revived the Lone Ranger, the eponymous hero
of the long-running TV Western series, in its latest spot for Rolo.
The commercial, entitled the ’Lone Rolo’, opens with the hero sitting by
a campfire, munching Rolos, after a hard day defending truth and
As ever, his faithful companion, Tonto, is by his side. However, as the
Lone Ranger nears the end of his tube of Rolos, tension begins to
It’s clear both he and Tonto remember the famous line: ’Do you love
anyone enough to give them your last Rolo?’
In the next scene we see the Lone Ranger being tied to the ground by an
irate Tonto (who clearly was not the recipient of the last Rolo). The
final shot shows the Lone Ranger’s trusty steed, Silver, munching the
sweet - and the Lone Ranger’s true allegiances become clear.
The ad recreates the look and feel of old-style Westerns, casting the
son of the Lone Ranger stunt double from the 50s series, and borrowing
Silver’s original bridle.
The pounds 2.5 million campaign continues the light-hearted theme of the
1996 Cannes Grand Prix-winning ’elephant’ film, which was created by
Ammirati Puris Lintas in Amsterdam and ran in the UK last year.
Angus Fear, JWT’s director in charge on Nestle Rowntree, said: ’’Do you
love’ is one of the best-loved straplines in advertising, but we are
moving it away from romantic love towards friendship - which is really
what Rolo is all about.’
’Lone Rolo’ breaks on 2 February. It was written by Siggi Halling, art
directed by Dave Mackersey and directed by Mark Williams through Tony
Kaye Films. Media buying is by MindShare, which handles Nestle
Rowntree’s centralised account.