The traditional ’Tidyman’ has been turned into a violent enforcer
in new advertising targeted at teenagers, Britain’s worst litter
The Tidy Britain Group symbol is given street credibility in a TV and
cinema campaign in which Tidyman delivers his message by kicking an
offender in the groin.
The Poulter agency in Leeds consulted closely with the Broadcast
Advertising Clearance Centre and the Cinema Advertising Association,
neither of which have imposed restrictions on the screening of the two
In one commercial, a litter lout is sent crumpling to the ground after
refusing Tidyman’s invitation to put his litter in a bin. The endline
is: ’Use a bin. It beats getting kicked in by a logo.’
In the other ad, Tidyman dumps a litter lout in a bin before strolling
off with his girlfriend. Being tidy ’beats getting your bird nicked by a
logo,’ the endline explains.
The ads were written by Graham Doran, art directed by Paul Moran and
directed by Daniel Greaves through Tandem Films. Media buying is through
Richard Lewis, Poulter’s managing director, said: ’The key is to speak
to teenagers in their own language.’
Andy Pratt, Poulter’s new- business director, said. ’The ads are about
getting people to reconsider entrenched habits,’
The advertising is part of a new offensive by the Tidy Britain Group
aimed particularly at teenage boys, who are blamed for creating the most
Home Office figures for 1995 show that, of the 723 people convicted for
littering, 661 were male.
The agency tried and rejected a number of scripts on taste grounds
before submitting the final versions for approval by the BACC and the
CAA. ’While trying to go to the edge we were sensitive of the need not
to give offence,’
The commercials, supported by 96-sheet posters, will go on test on
cinemas across the Granada region and during TFI Friday on Channel 4
North during May and June prior to a probable national roll-out next
year. Poulter is responsible for media planning and buying.
Pratt added. ’It won’t be a quick fix but a long-term effort.’