NEWS: Ogilvy and Mather chooses five-second slots for Nik Naks ads

Ogilvy and Mather is exploiting the power of five-second commercials in its new, multimedia pounds 3 million campaign for Golden Wonder Nik Naks.

Ogilvy and Mather is exploiting the power of five-second commercials in

its new, multimedia pounds 3 million campaign for Golden Wonder Nik

Naks.



The campaign forms a quarter of the pounds 12 million marketing

initiative agreed by the new management buyout team to relaunch and

bolster the snack foods range.



The campaign reinterprets the strategy first adopted by O&M in 1994,

when it relaunched the brand by capitalising on Nik Naks’ ugly

appearance and strong flavour.



Each of the 11 five- and ten-second films features the voiceover: ‘They

look...they taste...’ Using various styles of cartoon animation, the

commercials feature contrasting scenes such as an erotic female alien

being ogled by mutants and then characters pogo-sticking on somebody’s

tongue. Two ads will appear in each break.



The campaign was written by Ted Heath, art directed by Paul Angus, and

directed by Mark Denton of Brian Byfield Films.



Client of the Week, page 14



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