The Apple Tango can stars as a pin-up lovely in Thursday’s edition of
the Daily Star, replacing the usual female topless model.
The Howell Henry Chaldecott Lury ad, which will run in space usually
designated as editorial, promotes the new Apple Tango calendar - a spoof
on the Pirelli calendar, featuring shots of the soft-drink in seductive
poses.
The Daily Star spot depicts the can, complete with blonde wig and sexy
swimming costume, reclining on a beach.
The text underneath reads: ‘Bubbly Apple Tango is a super saucy pin-up
whichever way you look at her. With her frothy appleness and bouncy
bubbles she’d brighten up any beach. This exclusive picture has been
taken from the official Apple Tango pin-up calendar. In it you’ll find
12 colour snaps of Apple Tango in different sexy outfits for you to
enjoy.’
The calendar is also being flagged on television with ten-second shorts.
David Atter, Tango’s marketing manager, said: ‘Apple Tango is all about
sauciness.’
The television ads were created by Alan Young, the HHCL copywriter, and
Trevor Robinson, the director and art director. The photograph used in
the Daily Star was shot by Gered Mankowitz. Media planning was by
Michaelides and Bednash with media buying through BBJ Media Services.
The campaign is part of a pounds 2.5 million advertising push to support
the Apple Tango brand in the run-up to summer. The main 40-second
commercial broke last week on national television and cinema and shows a
housewife returning home and discovering her husband’s obsession with
Apple Tango. The man has donned a rubber outfit to watch saucy videos
featuring the soft drink.
HHCL shot one version of the ad for television and one for cinema. The
cinema version features the man holding a box of tissues - an image that
was considered too risque for TV by the Broadcast Advertising Clearance
Centre.
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