NEWS: Update for Philadelphia ‘secretaries’

J. Walter Thompson is launching two new TV commercials for Philadelphia cream cheese this week that feature the silly secretaries surfing the information superhighway.

J. Walter Thompson is launching two new TV commercials for Philadelphia

cream cheese this week that feature the silly secretaries surfing the

information superhighway.



The ads show dippy Sarah and constantly ravenous Anne getting to grips

with computer technology. Anne surfs the Internet as Sarah tucks into

her lunch. During her ‘travels’ down the information superhighway, Anne

learns about new and interesting breads such as bagels and ciabatta.



In the first execution, Anne lectures Sarah on the wonders of new

technology. ‘You should surf the Internet,’ she tells Sarah. Sarah

replies in her wet voice: ‘I’m not very good at sports.’ Anne continues:

‘I’ve discovered that the Americans spread cool, creamy, pure

Philadelphia over a bagel - whatever that is.’ Sarah pipes up, ‘I think

this is one’, holding up her lunch, a bagel already spread with

Philadelphia. She explains that she didn’t get it on the superhighway

but at a shop on the B27.



The second execution shows Anne learning Italian on her lap-top - or her

‘integrated language laboratory’, as she grandly calls it. When she

opens the computer, Sarah asks: ‘Ooo, is this a new handbag?’ The pair

then chat about the ‘romantic’ Italians and the wonders of ciabatta

spread with Philadelphia.



The films were written by the JWT copywriter, Sandra Leamon, and her

art director, Carol Cass. Both were directed by Mel Smith through the

production company, Smith Jones Brown and Cassie. The two executions are

backed by a pounds 3.4 million spend and break nationally this week.



JWT’s executive creative director, Jaspar Shelbourne, said: ‘As always,

Anne is the know-it-all and Sarah the innocent who triumphs through

naivety. It’s a format that allows us to be both informative and

entertaining at the same time.’



Both films build on the successful long-running ‘two secretaries’

campaign that started in 1987. The ads aim to remind consumers of

Philadelphia cream cheese’s core attributes.



Last June, it emerged that the secretaries were to star in their own TV

show on Select TV following the ads’ success.