Lone Ranger to ride again for Rolo

J. Walter Thompson has revived the Lone Ranger, the eponymous hero of the long-running TV Western series, in its latest spot for Rolo.

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

justice.



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

mount.



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.



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