Ogilvy and Mather has signed up the Fat Slags, the vulgar duo from
the adult comic, Viz, to feature in the launch ad for Lucozade Low
Calorie.
The 30-second film uses a mixture of animation and live action to
promote the new SmithKline Beecham brand, which contains vitamins and
comes in three flavours.
The ad opens in the Fat Slags’ kitchen. The characters rush to the
fridge shrieking, ’What’s for afters?’. Their fridge is bursting to the
gills with fattening food such as huge cakes, puddings and piles of
lard. The Slags are, however, horrified to spy an unfamiliar bottle of
Lucozade Low Calorie lurking at the back of the fridge.
The camera then cuts to a hunk, clad only in a towel, drinking from a
bottle of Lucozade Low Calorie. He addresses the characters with a
superior smirk, saying: ’Actually, darling, it’s mine.’ His confident
demeanour turns to disbelief when the gruesome pair round on him,
shouting: ’When we want ya to move your stuff in, we’ll tell ya!’ The
film ends with the Slags getting increasingly worked up about the
low-calorie item, yelling hysterically: ’Get it out of our fridge.’
The ad was written by Justin Hooper and art directed by Christian
Cotterall.
The animated scenes were directed by Russell Brooke through Passion
Pictures.
The live action was directed by Mark Denton through Godman.
Post-production was handled by Soho 601.
The film breaks nationally this Friday. Media planning and buying is
through MediaCom, SmithKline Beecham’s centralised media shop.
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