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
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