Rainey Kelly Campbell Roalfe/Y&R has created a commercial for Soft
& Gentle deodorant, targeting women in their twenties.
The pounds 1.5 million campaign, which breaks on 10 July, is the next
phase in the ’girls talk’ campaign for the Colgate Palmolive brand,
which previously used a fly-on-the-wall view of girls talking.
The latest ad extends the concept to ’girls thought’, and provides a new
twist by revealing the thoughts of its heroine through a voiceover.
’Exercise’ opens on a woman going through her paces in an aerobics
While jumping up and down in time to the music, she dreams of all the
junk food she won’t feel guilty about eating after exercising.
’Pizza, chips, buns!’ she intones eagerly as she goes through her star
The ad aims to convey that sometimes it is necessary to work hard in
order to reap the benefits afterwards. It ends with the strapline: ’All
The ad will run on national TV. Media planning is through The Media Edge
and buying is through Media Planning.
The ad was written by Judy Kingsley and art directed by Mark Edwards. It
was directed by Sara Dunlop through Brave Films.