Roose rejects sanpro cliches for Bodyform

Bodyform is relaunching its Invisible towels with a campaign from Roose & Partners that attempts to bypass the traditional cliches attached to sanpro advertising.

Bodyform is relaunching its Invisible towels with a campaign from

Roose & Partners that attempts to bypass the traditional cliches

attached to sanpro advertising.



The pounds 2 million campaign, which comprises a 30-second ad and a

ten-second cutdown, depicts women working and playing hard in North

America, interspersed with plumbing imagery to emphasise the fact that

the new product helps cut down ’leaks’.



Breaking on national TV this week, the 30-second commercial opens on a

bustling cityscape in Toronto, with fast-cut shots of tower blocks,

traffic and people rushing to and fro.



We see a cyclist, kitted out in smog mask and helmet, cycling past a

billboard with the word ’incredible’ plastered across it. The shot cuts

to three laughing women holding shopping bags and shimmying for the

camera.



Next to them is a security company sign on a doorway which reads

’protection’.



We then see a businesswoman - looking calm and shot in black and white -

with the word ’against’ printed across the masthead of her newspaper

and, to complete the sentence, a plumber’s van with the word ’leaks’

zooms across a bridge. A female labourer then yanks a giant wrench to

stop a geyser from flooding the streets.



A stylised product demonstration follows in the commercial, ending with

a zoom shot on to a policewoman’s badge which says ’to protect and

serve’, followed by a backshot superimposed over the city scene.



The endline reads: ’No better protection against leaks.’ The soundtrack

still contains the familiar female singer so long associated with the

brand, but the ’waaauugh, Bodyform!’ rift appears later in the

commercial as part of its updated treatment.



This latest campaign follows the relaunch of Bodyform Ultra Pantyliners

earlier this year which was supported by a press campaign showing women

discussing exactly what they would allow into their knickers.



The ads were written by Kim Durdant-Holloway, art directed by Terry Ross

and directed by Julian Gibbs through Intro. Media planning and buying is

through Roose & Partners.



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