Rainey Kelly ad for Soft & Gentle plays on ’girls talk’ spots

Rainey Kelly Campbell Roalfe/Y&R has created a commercial for Soft & Gentle deodorant, targeting women in their twenties.

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

class.



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

jumps routine.



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

day protection.’



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.