Tosh, the famous frontman for Toshiba’s advertising in the 80s, is
returning to the nation’s TV screens for the first time in seven years.
Walsh Trott Chick Smith, which landed the electrical giant’s ad business
last April, is mounting a pounds 2 million national TV campaign from the
end of this week.
The work sees the return of the ‘blueprint’ man, Tosh, and a specially
recorded soundtrack by Ian Dury.
As with the 80s campaign, the latest work was created by Dave Trott,
creative director at Walsh Trott, together with his partner, Gordon
It was directed by Jerry Hibbert through Hibbert Ralph Animation, with
post production by SVC Television.
Amanda Walsh, managing director at Walsh Trott, said research showed
that the ‘blueprint’ man was a strong brand property in an advertising
category that seemed to have no other memorable campaigns.
The new Tosh campaign - which consists of two four-week bursts, one this
month and one in the autumn - promotes Toshiba as the inventor of ‘home
cinema’ hi-tech TV sets with surround-sound Dolby stereo and big
It will run on ITV and Channel 4 and heavily on Sky TV, whose viewers
are a key target market for state-of-the-art TVs. Media is through
Pattison Horswell Durden.
The ad has Tosh acting out scenes from famous movies, such as Reservoir
Dogs, in which he plays ‘Mr Blue’. However, the original line - ‘Hello
Tosh, got a Toshiba?’ - will not be rerun.