J. Walter Thompson breaks three 20-second ads for Polo next week
using animated figures and anarchic storylines to give the brand a more
Once again the theme of the three films that make up the pounds 3
million campaign - ’aliens’, ’beach’, and ’cement’ - revolves around the
mint’s defining feature: its hole.
In each of the three executions the polo is being pursued by a
polo-hungry mob and only by the ingenious use of its hole does the mint
manage to evade capture.
In ’cement’, the pursuing mob is caught in a torrent of cement which is
opened by the polo’s hole. In ’aliens’ the polo manages to escape from a
horde of slavering aliens after it makes a hole in the spaceship through
which its pursuers disappear.
And in ’beach’, which breaks a week later, three polos lying on a beach
are harassed by three yobs; once again by using their holes the polos
manage to outwit their attackers.
The executions were created by three teams from the animation company,
Richard Purdham Productions, and take the iconic ’mint with a hole in
it’ theme further forward. It is the first TV campaign for the original
size polos in nearly three years. The most recent Polo campaign was an
animated film showing the newly launched Polo Supermint being made in
the factory and having a hole punched through the middle.
The campaign, which breaks next Monday, was art directed by Ken Grimshaw
and written by John Donnelly. Media buying and planning is through