Vittel unveils London Marathon work

The Nestle-owned mineral water brand Vittel is highlighting its sponsorship of the London Marathon with a press campaign by Ogilvy & Mather.

The four ads demonstrate how people who are not necessarily athletic can complete the distance of 26.2 miles through everyday activities.

In "run for the bus", we see how by running from home to the bus stop 2,810 times would be the equivalent of a marathon.

"Run for the high street" shows how a shopper could run up and down the aisles 84 times or jog up and down Oxford Street 10.48 times to reach the target distance.

The ads were art directed by Brian Connolly. They were written and illustrated by Kate Paull and Stuart Pantoll.

Jo Brady, the business director for Vittel at O&M, said: "We wanted to remind people that everyday activities count as exercise and in order to be on top form, they need to be hydrated.

"We can't all be marathon runners but we can complete the distance on our own way."

Media planning and buying for the campaign was handled by ZenithOptimedia.

The campaign will break in Metro next week and will run on consecutive days in the lead-up to the London Marathon.

Alice Costes, the brand manager of Vittel, said: "The London Marathon is an important occasion in our calendar, which helps reinforce Vittel's positioning as the water for active, urban people. But the ads are our way of letting everyone know they don't have to be actual marathon runners."

O&M picked up the UK Vittel account last year from Publicis. It already handled Nestle's Perrier brand.

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