Howell Henry Chaldecott Lury has produced its first advertising for
Robinsons soft drinks since winning the account last summer.
The pounds 3.5 million campaign marks a departure from the brand’s
traditional Wimbledon-style ads.
The five 40-second films aim to demonstrate the versatility of a bottle
of Robinsons and feature a well-dressed man and woman sitting on the
terrace of a boathouse. They hold exactly the same conversation in each
execution, but their words are given very different meanings.
The man says, ‘Do you really mean it? I don’t know what to say,’ and
‘Why didn’t you tell me before?’ To this, the woman replies, ‘I don’t
know. I thought you might have known.’ The man then asks, ‘Am I going to
see him then?’, to which the woman answers, ‘It’s up to you.
Everything’s different now.’
In the first ad, the woman seems to be telling the man that he is the
father of her child. In the second, she appears to admit she has had an
affair. In the final ad she seems to own up to being a prostitute.
Nick Howarth, the account director on Robinsons at Howell Henry, said:
‘We have tried to inject a bit of new life and interest into the whole
diluted drinks category.’
The films were written by the copywriter, John Western, art directed by
Gala Pollini and directed by Chris Hartwill through RSA Films.
The first ad breaks in the centre break of Coronation Street on 6 May.
Media was planned and bought by TMD Carat, which has conducted a
detailed analysis of how the target audience views TV to ensure that the
mini-series is seen in sequence.