Y&R’s dancing vegetables add a sense of energy to Clover brand

Young and Rubicam is set to extend its ’love’ campaign for Clover spread next week with a new commercial, which breaks on Monday, and a fresh endline.

Young and Rubicam is set to extend its ’love’ campaign for Clover

spread next week with a new commercial, which breaks on Monday, and a

fresh endline.



The ad continues Y&R’s ’one taste and you’re in C(love)r’ theme, with

animated vegetables covered in spread, but introduces the endline: ’All

food needs is love.’ It will be backed by a pounds 5 million spend.



The film opens on a refrigerator in a darkened kitchen. The door opens

slowly and an ear of corn looks out. It beckons to the tub of Clover and

some peas and carrots behind it and dances out across the worktops.



The carrots line up around the rim of a saucepan, dive in one by one and

begin synchronised swimming. The peas then dance in front of the corn

before jumping into a bowl where they are covered in Clover. The last

shot is of the corn in a bowl, also covered in Clover.



Toby Hoare, the chief executive of Y&R, said: ’We’re trying to build an

actual campaign instead of one-off ads, but the films take a while to

create because of the clever animation. I think this new spot puts a bit

of energy into the brand.’



The first film in the campaign, ’one taste and you’re in love’, was

originally screened in February 1995 and will continue to run alongside

the latest work.



The ad was written by Ben Carey and art directed by Martin Davey and

Andy Cutbill. It was directed by Harry Dorrington through Lambie-Nairn

Directors.



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