Created by TBWA\London, the campaign is the first for Reveal by the agency since it won the account last month. It aims to increase brand awareness and drive sales among Reveal's core audience of 18- to 27-year-old women.
The spots highlight instances of curiosity getting the better of people, illustrated through a voice that vocalises inner inquisitive thoughts.
In "bathroom", a group of friends are having a girls night in. One of them makes their way to the bathroom and while looking at the bathroom cabinet the Voice of Curiosity speaks "mmm... wonder what she's hoarding away in there? Secret things like suppositories, chavvy perfume. Quick or they'll think you're doing a number two".
The woman decides not to look, but the voice continues to speak and suggests there could be a pregnancy test. She wants to satisfy her curiosity and knows that she should not and as her hand hovers, the Voice of Curiosity says "Reveal. You know you want to".
Other executions will follow later in the month. The campaign will run for eight weeks and include interactive TV and cinema.
Zoe Harris, marketing director of Reveal, said: "We're really excited about this differentiating approach and look forward to driving further growth for Reveal, following a phenomenal year-on-year growth."
Danny Brooke-Taylor, creative director of TBWA\London, said: "Curiosity is an impulse everyone can identify with. This idea celebrates the fact that we're all a bit nosy."
Director on the spot is Colin Gregg, through post-production company Big Buoy. Media agency is PHD Rocket.
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