NEWS: BBH rebrands Club Med with TV ad

Bartle Bogle Hegarty has launched a stylish campaign for the French resort group, Club Med.

Bartle Bogle Hegarty has launched a stylish campaign for the French

resort group, Club Med.

The pan-European TV ad, which broke on 1 May, will be aired in 15

countries and is the agency’s first work for Club Med since BBH won the

pounds 20 million global branding task from Publicis Paris last October.

Media strategy for the account was developed by Motive, which also co-

ordinated local media buying through Initiative Media in Paris. The

French agency, Devarrieux-Villaret, handles the Club Med account in

France and Belgium and BBH’s ad will be aired only on satellite stations

in those countries.

The spot, called ‘city’, follows a man travelling through urban scenes.

It was filmed in New York, and the man is shown operating at a relaxed

pace, at odds with everyone he encounters - from suspicious looking

commuters to engrossed pedestrians and rude drivers.

A small boy watches, perplexed, as the man walks into the middle of a

park pond. As the man retrieves the boy’s sailing boat a caption reads:

‘Is he mad?...Or is everyone else?’. The boy’s mother then protectively

grabs her child, unaware that the ad’s hero has rescued the boat.

As the boy is led away by his mother, he turns and smiles gratefully at

the man. The closing caption, ‘Club Med - start living’, carries a

direct response phone number that consumers can call to request a


The film, which was written by Will Barnett and art directed by Tony

McTear, was directed by Jonathan Glazer through Academy. It features the

evocative Nilsson track, Everybody’s Talking, from the cult 70s film,

Midnight Cowboy.

Barnett explained: ‘Club Med is talking to a monied, largely 35-plus,

two-holiday-a-year audience. Our task is to make the brand stand for

something different.

‘We want to reinforce the camaraderie of a Club Med village while at the

same time, talk about the intrinsic role Club Med can play in the

everyday lives of its members.’

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