Lowe Lintas has produced its first work for a new Quality Street
sub-brand called the Big Purple One, since being awarded the business in
The Big Purple One is a new countline version of the popular "hazelnut
in caramel" twistwrap found in the Quality Street box. It is exactly the
same as the normal purple one, only four times bigger.
The launch is backed by a new national TV campaign that plays on the
concept of the chocolate's scale.
The campaign comprises two ten-second spots, which will "top and tail"
In the first ad we see a normal man eating what appears to be a
normal-sized purple one, while hitchhiking at the side of a road.
At this point the camera pans back to reveal that the man is actually a
giant. A car has to swerve to avoid him as he sticks his thumb out to
hitch a lift.
In the second spot, a woman is seen sitting on a bus eating the purple
sweet. Again it is only when she stands up and tries to squeeze her way
along the bus that we realise that she is far too large for the bus.
Lauren Ince, an associate director on Quality Street, said: "The Big
Purple One is a fun, novel product and for this launch we aimed to
produce simple ads that allowed the product to speak for itself."
The commercials were co-written by Frank Ginger, Sam Heath and Vince
Squibb. Squibb was also responsible for directing the ads through The
Paul Weiland Film Company. Media is being handled by MindShare.
The agency has also created a second series of idents for its ITV film