Can a singing worm sell compost? New Manchester agency driven is certainly hoping so, as it reveals its first work for Westland, the UK’s fastest growing gardening brand.
The new ad, for Westland’s West+Advanced premium compost, is the team’s first foray onto television and sees the client launching a £1m push to target the key May buying periods.
Dispensing with what driven sees as the more predictable sector style of advertising, the new commercial features an animated worm singing the praises of West+Advanced to the music of Colonel Bogey.
Brooks: engaging people
According to agency director Nick Brookes this catches the audience unawares and “engages people, but still gets the message through.”
Co-director Chris Lear explained further: “The only reason we have what could be described as low interest categories is that they are full of low interest brands. If you make your brand more interesting, interest in the category will follow.
“Our little worm is a great way of adding some personality and memorability to an otherwise indistinct category.”
Theo Delaney of Hotspur and Argyle directed the ad with animation by Golden Square.
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