The reformed hoodlum, ’Mad’ Frankie Fraser, forms part of a company
of amateur actors in an ad aiming to make Campari macho and bury its
associations with the 70s model, Lorraine Chase.
Fraser joins the ex-footballer, Rodney Marsh, and the one-time rock ’n’
roller, Wee Willie Harris, in a commercial breaking in London on
The film, the first from Mellors Reay & Partners since winning the
business (Campaign, 9 January), capitalises on the current nostalgia for
the late 60s and early 70s and draws its inspiration from the London
lowlife of the period.
But despite the hype surrounding Fraser’s participation, he makes only a
fleeting appearance, for which the agency said he was paid a standard
fee of pounds 200.
The agency claimed the choice of an amateur cast was not the result of
Equity’s commercials boycott.
The ad targets male spirits drinkers aged between 25 and 45. Tim
Mellors, the agency’s creative director, said: ’I want to get Campari
back to a position where people aren’t ashamed to order it.’
The commercial tells the tale of a thief - played by the former punk,
Jimmy Persey - who gets his comeuppance when he steals an expensive
jacket and then wears it at a club owned by his victim. The endline is:
’Mix bitterness with pleasure.’
The commercial, which is expected to run nationally in cinemas, was
written by Mark Rudd, art directed by Paul Surety and directed by Chris
Palmer of Gorgeous. Media buying is being handled by Universal McCann.