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Group hugs at TBWA\Manchester |
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Tuesday, 06 November 2007 |
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TBWA is again using its group set up to full effect, with the launch of a new £2m campaign for Imperial Leather.
Eagle eyed How-Do’ers, that like poor quality reality TV, will have spotted the launch of the activity on Saturday night between ad breaks for ITV’s X Factor. Titled ‘hugs’, the 40 second commercial features clean, fresh smelling folk from all walks of life getting together for some tender times. The pay off comes in the final scene when a fully clothed gent leans into the shower to hug his Imperial Leather scented partner. The strapline ‘huggable, snuggable skin’ gives viewers a hint as to how they too can be on the receiving end of such affection. As with the announcement of last weeks BP win, the Imperial Leather activity showcases the agency’s ability to draw on the expertise across its various divisions. The ad and supporting TV is being handled by the main TBWA arm, while DIGERATI has launched the accompanying ‘virtual hug’ site www.huggableskin.com and STANIFORTH provides PR support. TBWA’s newly crowned ‘disruption director’ Lorna Hawtin said of the activity: “Disruption thinking helped the team realise that the real social context behind washing and grooming had been forgotten in this category. By embracing this insight we've really helped Imperial Leather get in touch with its raison d'etre in a fresh and energising way.” Something to add? Then leave a comment below or email us now.
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