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.
