NEWS: Addiction perfume moves on to TV for Christmas push

Bartle Bogle Hegarty’s quirky ‘faxes’ press campaign for the Elida Faberge fragrance, Addiction, is set to move on to TV for Christmas.

Bartle Bogle Hegarty’s quirky ‘faxes’ press campaign for the Elida

Faberge fragrance, Addiction, is set to move on to TV for Christmas.



The four-week campaign, which breaks on 1 December, reveals a number of

love ‘faxes’ between a pair of fictitious lovers - known as W and R.



The six executions run in a mini-series of ten-, 20- and 30-second ads.

The campaign will attempt to dominate breaks with a mix of unbranded

ten-second spots. The branding is revealed only at the end of each break

with the endline: ‘Do you want a non-stop fax life?’



All six executions show a fax machine printing a message. One reveals

Michelangelo’s ‘David’ and, at the top of the sheet, the words: ‘He’s

got nothing on...’



It is not until the fax is fully printed that the word ‘you’ appears at

his feet. In reply to ‘David’ a picture of Titian’s ‘Venus’ arrives with

the copy: ‘I dreamt about you last night...’



Rod Connors, marketing manager for Elida Faberge, commented: ‘We were

keen to cut through the competitive clutter at this time of year by

ignoring the advertising cliches usually associated with the fragrance

market.’



The campaign was art directed by Martin Galton and Rosie Arnold and

written by Will Awdry. It was also directed by Arnold and Awdry. Media

buying is through Initiative Media.



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