J. Walter Thompson Manchester is ditching the actress and comedienne,
Julie Walters, in a radical new creative departure for Clorets, the
A pounds 3.2 million national TV campaign breaks this week to support
the launch of the new formula Clorets, using similar hi-tech special
effects to those seen in the blockbuster movie, Babe. The campaign,
which targets 16- to 34-year-olds, portrays talking meer-kats and
‘Meerkats’ features a group of ‘lad’ meerkats planning their Saturday
night out, which involves a curry and a club. Worried about their
chances of success with the ‘lady’ meerkats they hope to meet at the
club, the lads decide they will need Clorets after their curry.
The second treatment, ‘hippo’, features female hippos enjoying a mud
jacuzzi, while gossiping about their Saturday night and giving each
other bad-breath advice. The strapline for both executions is: ‘Ultra
fresh Clorets - wildly effective.’
The two commercials will run for an initial six-week burst from 1 May,
with a second burst scheduled for later in the summer.
‘Meerkats’ was directed and animated by Andy Brewer of Brewer
Productions. Three-dimensional animation by Drum was combined with
selected live-action library footage of meerkats to achieve Babe-style
effects of the animals talking to each other.
‘Hippos’ is directed by Lesley Treadwell of Commercials Unlimited, with
computer graphics and Flame work through Glassworks.
Clorets was launched nationally in 1990 as the first mainstream breath-
freshening confectionery product. The comedy duo, Hale and Pace, were
hired for the first campaign after Griff Rhys Jones and Mel Smith were
originally contracted to appear in the ads.