Mustoe unveils first TV work for relaunch of Roald Dahl titles

Mustoe Merriman Herring Levy has developed its first TV campaign

for Roald Dahl books as Penguin Books' Puffin subsidiary relaunches the

series in time for Easter.

MMHL's campaign is designed to consolidate the subversive nature of

Dahl's work in the minds of children and parents.

The 30-second ad breaks on 7 April and features a grotesque parody of a

headmistress wielding a cane, ranting about what good children should,

and should not, do.

She strides around shouting things such as 'Good children get up very

early' and 'They do not prattle on to friends', before the endline:

'Good children never, ever, ever read anything by Roald Dahl.'

The new-business director at MMHL, Damian Horner, said: 'It is a

wonderful mix of subversive humour and playful rebellion, in keeping

with Dahl's work. Everyone involved in the project is a fan of his work,

and this enthusiasm is reflected in the ad.'

The ad was written by Paul Diver and art directed by Alan Morrice. It

was directed by Mark Denton at Blink. Media planning and buying is

through Total Media.

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