Miles Calcraft Briginshaw Duffy has created a £2 million TV
campaign for Thorntons using the TV sex-symbol Robson Green to drive
sales in the run-up to Christmas.
The campaign breaks on national TV on 19 November and introduces the
strapline: "Thorntons. Perfection in confection." Focusing on its
Continental Collection, it positions Thorntons as the ultimate Christmas
present.
In the first execution, two flat-mates, Lucy and Sarah, rush to open
their presents on Christmas morning. Lucy is delighted with the
chocolates that Sarah has given her and immediately indulges.
She then produces an enormous parcel for Sarah who opens it
excitedly.
She is disappointed when she finds that her present is heartthrob
Green.
After an awkward pause she asks: "Do you think I can take him back?"
The second execution shows Lucy and Sarah sitting on the sofa with their
presents. Lucy is enjoying her Thorntons chocolates and a disappointed
Sarah is sitting next to a bemused Green.
As Sarah shuffles toward the chocolates, Lucy turns away and tells her:
"Go play with Robson."
Four 30-second radio ads focus on Sarah's disappointment in her present
and on the luxurious Continental Collection boxes she would have
preferred.
Richard Burgess, head of advertising at Thorntons, said: "This is our
best campaign yet. The ads are spot-on for our audience and have the
product right at their heart. When it comes to the ultimate Christmas
gift, Robson doesn't come close."
The ads were written and art directed by Malcolm Duffy and Paul
Briginshaw and directed by Who? at Great Guns. Media planning is by MCBD
and buying is through PHD Compass.
