Our latest ad for Comfort, “Naturists” (see post below, dated 23rd July) has been a big hit with the advertising and media industries, but what about the people who really count – the punters? You know, the people who go into shops and buy stuff.
Thanks to the good folk at Campaign magazine, we now know. They commissioned a vox pop this week and the results were very positive. Click on the link below to watch for the results yourself.
The lure of clothes washed with new Comfort Naturals proves irresistible to a group of naturists in the latest ad for the best-selling fabric conditioner from Ogilvy Advertising.
The 90-second ad, appearing on-line and in selected cinemas, is set in a naturist marriage guidance session. A distraught naturist husband recounts his wife’s “infidelity” with his best friend as he finds them fully clothed and enjoying the feeling of each other’s clothing.
The flashback continues as the best friend removes his clothes and leaves in embarrassment.
Back in the session, the wife refuses the idea of therapy and the husband eventually storms out, shouting at his clothed wife, “You look ridiculous.”
The ad finishes with the end-line, “Makes clothes irresistible”.
Seeded on-line, the ad has proved extremely popular, not least with Canadian naturist magazine Going Natural, which is planning a feature in its next edition, and several naturist blogs.
The campaign also features a blog, where the wife – called Heather – talks about her secret obsession and her “relationship” with husband’s best friend Nigel. The blog is at
So that it would reach as wide an audience as possible, we decided to take our Burma Campaign UK viral ad (see posts below) to the streets – quite literally – by projecting it onto the front of one of London’s busiest railway termini, Waterloo.
Click on the thumbnails above or watch this short clip on YouTube:
Following on from yesterday’s post (see below), here are the press and outdoor – 48-sheet posters and advans – executions for our Burma Campaign UK work (click on the thumbnails to see in greater detail).
Alun Howell and Vijay Sawant were the creatives, AmyO’Neill and Matt Pye ran the job – Alun, Vijay and Amy are pictured above, outside Ogilvy HQ, with one of the advans. Our media partners were Mindshare, Neo@Ogilvy and Titan Outdoor. Everyone gave their time for free.
Burma is ruled by one of the most brutal (and incompetent) military dictatorships in the world; a dictatorship charged by the United Nations with a “crime against humanity” for its systematic abuses of human rights, and condemned internationally for refusing to transfer power to the legally elected Government of the country – the National League for Democracy, the party led by Nobel Peace Laureate Aung San Suu Kyi.
If any good has come out of Cyclone Nargis, the devastating storm which hit the country on 2nd/3rd May, and which left at least 130,000 people dead and many more homeless, it is that the criminal incompetence and brutality of the regime has been highlighted to millions of people round the world for whom Burma was an obscure backwater.
Cyclone Nargis also boosted the profile of Burma Campaign UK (BC UK). BC UK is part of a global movement campaigning for human rights and democracy in Burma. Its campaigns aim to increase economic pressure on the regime by discouraging investment and tourism. It also lobbies the UK government and the European Union to increase political pressure on the regime.
BC UK is the only national organisation in the UK dedicated to campaigning for human rights and democracy in Burma. We’ve joined up with this very good cause to create a pro bono campaign to drum up money and support for the organisation.
First stage of the campaign is this viral, narrated by Ricky Gervais, which is designed to drive people to the BC UK website (www.burmacampaign.org.uk) where they can make donations, find out more on the organisation’s campaigns for human rights, and to offer their support.
Alun Howell and Vijay Sawant from Ogilvy Advertising wrote and art-directed it, while the animation was created and overseen by Richard Barnett and Layla Atkinson at Trunk Design (www.trunkdesign.co.uk). Amy O’Neill and Matt Pye, also from Ogilvy, worked tirelessly to “make it happen”. Everyone gave their time for free.
Additional thanks and credit are due to our media partners, Mindshare, Titan Outdoor and Neo@Ogilvy, all of whom also gave their time, skills and resources for free.
Ogilvy Advertising is launching a new campaign for Motorola’s latest handsets, the “W” Series. The new campaign represents something of a strategic shift for the Motorola brand, particularly in the way that t markets itself to the young, and follows on from the success of the recent “We’re All Film Makers Now” campaign for the acclaimed Z10 model.
The campaign, which will include print/outdoor, digital and TV executions, targets young people across Europe, Middle East and Africa as well as the UK and will highlight the new range of music, multimedia and camera phones.
The ads aim to tap into a broad social change which sees today’s youth culture driven by the notion of interdependence, diversity, openness, sharing and creativity rather than traditional notions of individualism and rebellion.
The ads – the first of which, the poster and bus side executions, will break in July – carry the tagline “We Generation. The new Phones from Motorola”.
Above are a couple of examples of bus sides. Jon Morgan wrote them, Mike Watson did the art direction.
About Us
Ogilvy & Mather Advertising is one of the UK’s top advertising agencies. We strive to produce creative work that is loved by millions. We develop work that runs across all channels, from big television commercials to cutting edge mobile apps.
Our expertise lies in managing complexity. Many of our clients havecomplex business issues involving multiple stakeholders. We have the strategic insight and planning processes that allow us to deliver simple, media-neutral solutions on both on a local and global level.
We are part of a strong global network of 450 offices in 120 countries. This means we have the scale to work across cultures and across continents.
Clients include: Philips, Dove, American Express, Expedia, Hellmann’s, Kronenbourg 1664 and Grant Thornton.
