Ogilvy & Mather has followed up its controversial advertising for
Impulse Body Spray with a TV and cinema commercial showing a confident
young woman attracting men of all ages.
The branding ad is the third in an annual campaign and is based around
research that shows young women today feel confident and in control of
It succeeds ’art school’ - which depicted a nude male model getting an
erection - and ’chance encounter’ - which was the first mainstream UK
commercial to feature a gay couple.
The ad features a young woman who is late for her bar job. As she rushes
out of her flat, she bumps into her sexy young neighbour and pauses to
flirt. At work, an older man notices her smell and is instantly
The pair’s eyes meet until they are interrupted by the entrance of the
sexy neighbour. The pair look up to greet him and it emerges that he is
the son of the older admirer.
The ad finishes on a dated black and white photo of the father and son
with the strapline: ’Men can’t help acting on Impulse.’
’Bar’, which breaks on 7 June, was art directed by Christian Cotterill
and written by Justin Hooper. It was directed by Harold Zwart through
the Pink Films. Media planning and buying is by Initiative Media.
Gabrielle Dell’apa, Elida Faberge’s brand manager, said the company had
conducted research into the changing attitudes of young women. ’Most are
tired of the historical stereotypes and wish to break away from the
restrictive cliches of the past - femme fatale, bimbo, gold digger.’
She added: ’We are focusing on women who appreciate that a good sense of
humour generates happiness and success, not necessarily a romance. We
chose this commercial because it captured the thrill of anticipation and
contained the vital element of humour that our target market loves.’