Vinnie Jones, the Wimbledon FC midfield hardman, is making his
advertising debut next week in a TV campaign for Vaseline Intensive Care
Anti-Perspirant for Men.
The commercial, from McCann-Erickson, plays on Jones’s tough-guy image
to promote the anti-perspirant. It shows Jones in typical mean and
irritable mood after a match. Then he applies the deodorant and
immediately relaxes.
The message is that even the most irritable of men need a little
Intensive Care.
McCanns’ art director, Ashley Jouhar, said Jones was perfect for the ad.
’We needed someone with the strength of character to personify the
strength of the anti-perspirant. We also needed someone who is easily
irritated to highlight that this deodorant doesn’t irritate.’
The ad breaks on 16 June and is part of a pounds 4.5 million push for
Vaseline’s deodorant range. It was art directed by Jouhar, with
copywriting by Dale Haste. It was directed by Alex Turner and Nilesh
Mehta through @radical.media.
Media buying is through Initiative Media.
The TV work for the men’s range is being supported by press ads in the
national newspapers and men’s lifestyle magazines. The aim of the
campaign is to make men re-evaluate a brand which has, historically,
targeted women.
Vinnie Jones is also making his movie debut, starring as a debt
collector in the film, Lock, Stock and Two Smoking Barrels.
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