Delaney Fletcher Bozell has created an unusual campaign for Ambrosia
Rice Pudding, aiming to establish its single-serve pots as anytime
snacks, particularly for children.
One 40-second and four ten-second spots have been created in a fast
moving, wacky style for the pounds 3.5 million campaign.
The 40-second ad subverts the common game-show format by asking people
in a shopping centre to draw the ‘extreme creamy satisfaction’ of
Ambrosia creamed rice. The television artist, Tony Hart, makes a guest
appearance to judge the winner - a drawing of a cow complete with
udders. As the spot closes, a Japanese man bursts through the end frame
shouting: ‘Remember, not chopsticks. Spoons.’
Each of the smaller ads continues the off-the-wall feel. In one, the
satisfaction of eating Ambrosia is compared with the therapeutic
properties of bursting bubble wrap.
In another, a group of people are schooled in what is not creamy (a
football, a cactus) and what is (Ambrosia Rice Pudding), while in a
third spot, a child chooses a shoe, rather than a sporran or a lunch
box, for carrying his Ambrosia to school.
The fourth spot highlights the portability of individual rice pots. The
acerbic compere who appears in all the ads is filmed eating an Ambrosia
Rice Pot while running past different stage backdrops, including the
Pyramids and Blackpool.
Peter Fenton O’Creevy, Delaney Fletcher’s planner on the account,
explained that the move away from more traditional advertising was
designed to emphasise the relevance of Ambrosia in individual pots to
modern lifestyles. The campaign, which was written by David Adamson and
art directed by Richard Prentice, broke on Wednesday. The commercials
were directed by Terence O’Conner and Marek Losey through Trademark
Media was planned by Delaney Fletcher and bought by BMP DDB.