The ads, written by Dave Trott and art directed by Gordon Smith, take up the challenge of moving Ryvita away from its slimming heritage characterised by Saatchi & Saatchi's "inch war ads of the 70s. The campaign attempts to profit from recent health concerns over dieting aids by stressing the genuinely healthy nature of Ryvita.
The initial 30-second execution uses a series of optical illusions, such as a naked woman who resembles a pear when shot from behind, to demonstrate that appearances can be deceptive.
A ten-second follow-up ad attempts to show how a packet of broccoli could be mistaken for a tree. Each ad ends with the strapline: "A lot of things aren't what they appear to be; unlike Ryvita, which is healthy whichever way you look at it."
Ryvita's last burst of TV advertising, through Publicis, had been fronted by Ulrika Jonsson. The Jonsson campaign, which showed Sven Goran Ericksson's future love interest using the crispbread as a base for indulgent eating, was switched to radio advertising last year.
Optimedia, which led the move away from TV, continues to handle planning and buying for the return to the medium. The budget for the campaign has been raised from last year's £250,000 to £1.5 million and will back a schedule that will focus on GMTV as well as Channel 4, Channel 5 and satellite programming.
WTCS picked up the Ryvita account after a three-way pitch against Delaney Lund Knox Warren & Partners and Brandhouse WTS. It became the seventh agency in 13 years to be tasked with reviving the brand's fortunes.
The ads were directed by Paul Arden through Arden Sutherland-Dodd.