Yorkie unveils JWT's 'not for girls' idents for Soccer AM

LONDON - Nestle is risking the ire of ardent female football fans by extending its Yorkie 'not for girls' advertising to the sponsorship of Sky Sports' 'Soccer AM' television programme.

The idents, created by J Walter Thompson, will build on the advertising campaign that showed women trying to pass themselves off as men in a bid to get a Yorkie chocolate bar, but failing miserably.

There are nine different executions. In one of them, a female football player gets called up by the referee on the pitch. When asked for her name, she replies: "Oh, I'm sorry, I've already got a boyfriend."

However, it's not just the girls who get it wrong. A sub hears his manager complain that someone has pulled one of his player's shirts and says: "I know -- it'll stretch. It's only made of cotton."

All of the idents will finish with the line: "Soccer AM and Yorkie. It's not for girls."

They were written by Ryan Lawson and art directed by Andy Smith, with direction by David Evans at Annex Films. The sponsorship was executed by Broadmind and the media planning and buying were by MindShare.

Ian Benton, Yorkie brand manager, said: "The new idents aim to highlight the clear differences between men and women, all within a football environment.

"These credits give us the flexibility to demonstrate the 'not for girls' strategy in a number of ways. Whereas we're used to seeing women being predictably girly where football's concerned, it's interesting when men act just that little bit too girly for our Yorkie bloke's liking."

While clearly having a tongue-in-cheek tone, the Yorkie campaign has drawn complaints from the public that it is sexist, although it has been cleared of any such charges by the advertising watchdog.

JWT was named as the agency of the year at this year's Food & Beverage Creative Excellence Awards, after winning awards for both Yorkie and Lipton Ice Tea.

Sales of Yorkie rose by 30.8% year on year when the "not for girls" campaign first broke, and a second campaign in April this year saw total sales to date increase by 21.4%.

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