Ogilvy & Mather has applied the style of an old-fashioned public
service announcement to its new animated cinema campaign for Impulse
body spray.
The campaign, which breaks on 18 November, informs consumers that the
main reason to use Impulse is to keep feeling fresh all day. Two
executions illustrate the effect that using the spray has on the
opposite sex.
One commercial shows a girl on a beach. The voiceover says: ’When using
Impulse on the beach, first spread it all over ...’ An Impulse pack
appears on the side of the screen and arrows point at the girl’s body,
indicating where she should spray.
The voiceover continues, ’But beware!’, as a group of young guys begin
to mess around: ’Look, her freshuality has made this man act like a
total twit.’ He shows off and dives into the sea where an octopus-like
sea creature attacks him. The voiceover concludes: ’Impulse freshuality
can cause calamity.’
The second execution is set in the countryside. The heroine walks
through a cornfield, distracting a farm worker as a combine harvester
heads his way. The voiceover lectures: ’Look, he’s in danger of rotary
interface.’ His body is then chewed up and falls to the ground in large
chunks.
Nicky Mayers, an O&M account director, said: ’We wanted people to think
about Impulse in a way they maybe hadn’t done before and to highlight
the refreshing spray experience that you can only get from all-over
application. The animation style allows us to exaggerate the effects of
using Impulse to make you feel irresistibly fresh.’
The campaign was written by John McCloughlin and Mark Fairbanks and art
directed by Mark Orbine. The director was Mic Graves of a.k.a.
Pizazz.
Media planning and buying are through Initiative Media.
