TBWA unveils TV work for Physio Sport

TBWA GGT Simons Palmer has unveiled its first work for Elida Faberge’s unisex toiletries range, Physio Sport, since winning the television task in May.

TBWA GGT Simons Palmer has unveiled its first work for Elida

Faberge’s unisex toiletries range, Physio Sport, since winning the

television task in May.



TBWA is positioning the unisex sports toiletries range as an important

part of the ritual that sports enthusiasts go through when they psyche

up for a match.



The pounds 6 million TV campaign, which breaks at the weekend, shows

professional, semi-professional and amateur athletes getting ready for a

big game.



The first of three 40-second spots shows a team of female basketball

players in the changing rooms getting ready for an important match. One

of the women spends a few moments searching for something before pulling

a lucky charm out of her sock.



After kissing it for luck, she rubs Physio Sport Grip, a liquid hand

product, into her hands and goes on court.



The scene then switches to still images of the team on court before

switching back to the changing rooms where the team is celebrating their

win. The camera then cuts back to the woman gratefully kissing her lucky

charm.



The other two spots feature a tae kwon do competitor and the members of

a football team, who all use the Physio Sports range before winning

their respective matches.



The endline to all the commercials is: ’Physio Sport. Part of the

ritual.’



Elida Faberge has been product-testing the range for the past

two-and-a-half years with athletes around Europe. It also won the

approval of the International Olympic Committee’s medical

commission.



The ads were created by Ros Sinclair and Sean Thompson and directed by

Dominic Murphy through Blink. Media planning and buying will be through

IML.



Three months ago, Elida Faberge split the Physio Sport account between

TBWA, which handles television, and Ogilvy & Mather, which handles print

ads. O&M’s press and poster ads broke earlier this month.



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