Sara Lee ads suggest break from dull diets

Sara Lee kicks off its biggest TV campaign for more than five years

next week with an eight-week burst using the line ’no-one needs Sara

Lee’.

Three separate executions by Banks Hoggins O’Shea contrast the worthy

foods we do need to eat with the delightful indulgence of Sara Lee’s

Raspberry Rhapsody, Pecan Danish or Individual Double Chocolate

Gateaux.

A despondent woman looks woefully at drab scenes of Brussels sprouts,

frozen peas and an unappetising slab of fish. The voiceover declares:

’apples, vitamins, fibre - these are the things we need’, but it is not

until she is presented with the delicious and colourful scenes of

tempting Sara Lee products that the woman cheers up.

John Crowther, the planning director on the account at Banks Hoggins

O’Shea, said: ’The world is full of big brother food and drink brands

telling you what to eat, drink and think. This campaign leaves consumers

to make their own minds up. It contrasts all the mundane things you do

need to eat with mouth-watering shots of Sara Lee desserts.’

The campaign starts in the Yorkshire and Anglia regions next week and

will then roll out nationally. It was written by Dave Alexander and art

directed by Rob Fletcher. It was directed by David Stewart through Shed

Films.

Crowther added: ’’No-one needs Sara Lee’ may seem like a brave line, but

I challenge anyone to watch the commercials and not think ’I may not

need it, but I definitely want it’.’

Banks Hoggins won the pounds 1.5 million account in December.