Zanussi is tapping into the public’s fascination with aliens and UFOs
with a spoof update of its ‘appliance of science’ theme introduced
almost 20 years ago.
The white goods manufacturer takes its cue from series such as the X-
Files with three new TV commercials, the first of which breaks
nationally on Monday as part of a pounds 4 million promotional push over
the next nine months.
Leagas Shafron Davis has created the 30-second ads, each featuring a
different product line, which will run for the next 26 weeks.
In the first commercial, for fridge-freezers, two ramblers appear to be
telling a regional TV programme of how they came to be abducted by
aliens to ‘Planet Zanussi’.
Its appearance follows closely on an ad produced by BMP DDB for
Volkswagen in which a couple running a petrol station in the remote
American Midwest talk about a visit from a ‘UFO’.
But Steve Grime, Leagas Shafron’s creative director, said: ‘The
difference between the two commercials is that ours is more tongue-
in-cheek. With so many TV programmes about extra-terrestrials and UFOs
we would have been silly not to capitalise on it. The idea fits Zanussi
like a glove.’
The commercials, which will run on Channel 4 and satellite TV stations,
were written by Aiden Hawkes, art directed by Rob Jebb and directed by
Mike Stephenson through the Paul Weiland Film Company.
Ian Symes, the marketing director of Zanussi, said the Planet Zanussi
idea would be used to back a number of major brand investments planned
for the year.
He commented: ‘The new advertising uses our classic slogan throughout
the campaign but gives it a more contemporary feel.’