GGT has recruited Johnny Vaughan, co-presenter of Channel 4’s Big
Breakfast, to make his advertising debut as the philosophical star of
the agency’s first campaign for HP Bulmer’s Strongbow.
The pounds 6 million push comprises three 40-second executions, followed
by a cinema campaign in July and three ten-second spots in August. It
aims to broaden the brand’s appeal to 18- to 24-year-olds and push
Strongbow into the ranks of the top ten ’long drinks’ brands.
The ads move away from Strongbow’s previous focus on the macho arrows
motif - although the arrows are retained in a humorous ending to each
spot with the line ’Strongbow. Live to loaf’ - to introduce the notion
Loafing is the art of getting the maximum out of life for the minimum of
effort. Strongbow is promoted as the ideal drink for loafers with with
the line: ’Maximum refreshment, minimum effort.’
Trevor Beattie, GGT’s creative director, said: ’We’re introducing a
philosophy on life. There have been great loafers throughout history;
Johnny is the latest in a long, distinguished line.’
The ads were created by the copywriter, Alan Moseley, and the art
director, Graham Cappi. They were directed by Daniel Kleinman - who
directed GGT’s last series of John Smith’s ads featuring Jack Dee -
Media planning is by Unity, with media buying through MindShare.
The first commercial, called ’ties’, features Vaughan outsmarting two
former public school boys at a club by getting them to buy him Strongbow
and treat him to lunch.
The second, called ’pool’, shows Vaughan making the most of the luxuries
of a magnificent country house, reading the Sporting Life and relaxing
in the swimming pool. At the end, as Vaughan drives away, it becomes
clear he is actually the pool cleaner.
The third, ’restroom’, shows Vaughan taking advantage of the lavish
personal grooming facilities at a posh restaurant before meeting his
date in a pub round the corner.
GGT won the Strongbow account in January following a three-way pitch
against the incumbent, J. Walter Thompson, and HHCL & Partners.
GGT also handles Bulmer’s Scrumpy Jack brand.