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
