An unlikely hero fronts TBWA GGT Simons Palmer’s new series of TV
spots for LDV Vans. The ads, which break this Saturday, feature a
typical ’white van man,’ the breed of delivery driver who has become a
byword for antisocial road use in the pages of national newspapers and
makes regular appearances on Police, Camera, Action.
LDV’s driver is no roadrage-fuelled lout, however. Despite looking like
an extra from Lock, Stock and Two Smoking Barrels, he proves himself a
paragon of motoring virtue. The campaign features one 30-second
execution showing a day in the life of the van man.
This is broken down to four ten-second slots showing individual
incidents from the longer ad.
The driver is first seen in slow-moving traffic as he stops to let a
businessman in a sports car pull in front of him. The beneficiary is
left shaking his head in disbelief.
Next, he is spotted at the lights with a moped-riding pizza delivery boy
preparing to cut him off. Rather than rising to the bait and racing out
from the lights, van man smiles and shakes his head as the boy speeds
Things seem to be going awry when the delivery driver backs into a
parked car, smashing the front headlight. But after silently cursing
himself, he leaves his phone number tucked under the windscreen
Finally, parked by the side of the road, he spots a beautiful woman and
breaks into an enthusiastic wolf-whistle to point out the shopping she
has accidentally dropped behind her.
The ads close with the tagline: ’LDV: We’ll change the way you think
’We wanted to show that LDV is not your typical van manufacturer,’ the
art director Brian Campbell said.
’Debunking the myth of white van man was the perfect way to do it.’
The ads were written by Ben Priest and directed by Tom Vaughn through
HLA. Media planning and buying is by MGM and the campaign runs until the
end of September.