Ogilvy and Mather is taking its new, sexy treatment of the old Impulse
theme on to cinema screens later this month.
The new commercials feature the usual boy-meets-girl saga, but with a
twist for the 90s in which the usual dreamy romance is depicted as
precisely that - a dream - while reality is a little less perfect.
The ad begins with the boy reversing into the front of the girl’s car.
When the two emerge from their vehicles, their eyes meet and, love
struck, he imagines her running through flowers and spraying on her
When they go to exchange their insurance details, the boy visualises the
girl coming towards him with her arms outstretched. Instead of the
flowers he imagines her holding, she’s actually carrying a note-pad and
pen. They do not swap details - instead he writes a complimentary note
to her. She reads it when she gets back into her car and then smiles.
The ads signify a shift towards a more youthful target market for the
brand and combine a techno track with quick, artistic direction. The
music was composed by Joe and Co and the Burger Boys especially for the
ad. The film was written by Christen Monge, O&M’s European executive
creative director, art directed by Kelvin Tillinghurst and shot by
Howard Greenhalgh through Brave Films.
A television version of the ad aired at the weekend.
Cheryl Giovannoni, the European account director for Impulse, said the
refreshed image was ‘exactly what we think the brand needs’.
Michele O’Neill, the worldwide planning director at O&M, said: ‘We’ve
always believed the core idea was strong and simple - a boy loses
control when he meets a girl wearing Impulse. We know boy-girl chemistry
will live forever, but we have to keep finding fresh, relevant ways to
portray it to our target.’
This is the first work O&M has produced for Impulse since winning the
pounds 10 million account from Ammirati Puris Lintas two months ago
(Campaign, 8 March). O&M only handles the theme advertising. All global
implementation and media will still be managed by APL and Initiative