Saatchi and Saatchi has taken Carlsberg-Tetley to Rhodes for its first
broadcast commercial for the alcoholic lemon drink, Lemonhead.
A 60-second cinema commercial goes on general release in Central,
Granada, the North and Scotland on 24 May. Three radio ads across ten
regional FM stations will support the commercial.
Following an Advertising Standards Authority ruling in January against
the rival brand, Hooper’s Hooch, which is brewed by Bass, the ‘alcopops’
sector has come under pressure to alter its marketing, which, it is
feared, may appeal to those under 18. Bass has promised not to repeat
poster ads featuring the cartoon lemon character.
Carlsberg-Tetley’s brand research and development director, Tom Wright,
explained that the Lemonhead spot is aimed at men and women between 18
and 24, but it will be shown during 15 or 18 rated films. ‘The ad has a
youth certificate but we are in the hands of cinema owners as to when it
goes out. We’ve been careful to ensure that the ads have full approval
from the relevant authorities at every stage,’ Wright said.
The ads feature Zamos, a pot-bellied, lecherous lemon farmer, who has
made his fortune selling fruit to make Lemonhead. The film, shot in the
style of an incompetent home video, is apparently made by Zamos and his
friends to advertise the fact that he is looking for a bride.
Top of Zamos’s wish-list is a blonde English virgin who he might trap
into marriage if she calls a ‘love line’ freephone number.
Callers will encounter the sex-starved lemon grower asking in his cod
accent for ‘lovely lades’ who are ‘pure of heart’ and ‘clean of pant’
whether they’ve got the sexy attributes necessary to ‘play the music of
love on Zamos’s big bazouki’.
The commercials were written by Alex Grieve, art directed by Adrian
Rossi and directed by Jon Greenhalgh through RSA Films. Media planning
was by Neal Deeprose at Saatchis and media was bought by Zenith Media.