NEWS: Nestle chooses APL Rolo film over JWT’s ad in autumn drive

Ammirati Puris Lintas Amsterdam’s Rolo commercial, which won this year’s Cannes Grand Prix, has been chosen in favour of J. Walter Thompson’s ‘too good to share’ campaign in the UK this autumn.

Ammirati Puris Lintas Amsterdam’s Rolo commercial, which won this year’s

Cannes Grand Prix, has been chosen in favour of J. Walter Thompson’s

‘too good to share’ campaign in the UK this autumn.



JWT, which has handled the Rolo brand in the UK for the past ten years,

played down Nestle Rowntree’s decision to run a rival agency’s work.



In a release, the agency stated: ‘The film has already attracted

considerable interest throughout Europe and the fact that it will now be

running in the UK, the Netherlands, Ireland, New Zealand and Australia

is a testament to the increasing trend towards the import and export of

high-quality films between Nestle’s roster agencies around the world.’



Angus Fear, the JWT director-in-charge on the Nestle account, insisted

that running other agencies’ campaigns was normal practice. ‘In the past

couple of years, we have exported ads for brands such as Smarties, Lion

Bar, Kit Kat and Rolo to Lintas agencies around the world,’ he said.

‘This process of import and export goes on regularly.’



William Eccleshare, APL London’s chief executive, commented: ‘We are

obviously delighted to see this work running in the UK.’



The film opens on a small chubby boy at a zoo, who is teasing a baby

elephant with his last Rolo. Then, years later when he has become an

adult, the vengeful elephant bashes him in the face at a circus parade

with its now huge trunk.



‘Elephant’ replaces JWT’s ‘bus’ campaign, which featured an actor on a

bus begging strangers for their Rolos. It is unclear whether the ‘bus’

ads will run again.



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