The bizarre Japanese gameshow, Endurance, has made a comeback in
the latest commercial for Toffee Crisp by Roose & Partners.
The 30-second spot, ’Endurance’, which breaks on Monday, opens with an
oily presenter screaming that there are now only four contenders
The hapless quartet are seen lying on a beach being tickled by glamorous
assistants wielding feather dusters.
The tickling becomes too much for one, who bursts out laughing,
prompting the presenter to announce that there are only three left.
One of the three is then weeded out as he loses his grip on an oily rail
and is twanged backwards by a bungee cord.
The remaining two bewildered and battle-scarred contestants are seen
shackled in place as they are fed a Toffee Crisp. ’Hey - lighten up!’
smarms the presenter. As he backs away, sniggering, giant vats of slime
pour on to the pair’s heads.
The spot is the latest in a campaign based around making fun of
hackneyed TV formats.
The last execution was for the new Toffee Crisp Clusters products and
featured a dizzy blonde presenting a house makeover series.
Jim Porteous, a spokesman for Nestle Rowntree, said of the two ads: ’Not
only has the launch of Clusters been a huge success, it has also
galvanised the brand. ’Endurance’ will build on that momentum.’
The ad was written by Kate Ward and art directed by Andy Wyton. It was
shot in Miami by Martin Granger through Outlaw Films, with media planned
and bought by MindShare.