O&M unveils animated cinema campaign for Impulse

Ogilvy & Mather has applied the style of an old-fashioned public service announcement to its new animated cinema campaign for Impulse body spray.

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.



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