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Draftfcb works "beautifully" with Gill Shampoo

Draftfcb Johannesburg has increased the visibility of Gill Anti-Dandruff Shampoo in a television campaign that cleverly combines humour and sport, and as the long-standing pay-off line says: "It works beautifully."
Draftfcb works "beautifully" with Gill Shampoo

Gill has always stood for a hard-working shampoo and, after being absent from South Africa's TV screens for a while, its brand management team tasked Draftfcb with carrying on the product's previous tongue-in-cheek direction.

With a leaning towards the middle to upper class male consumer and with an eye on flighting the commercials during the June cricket and rugby season, a strategic synergy with sport was designed. The resultant campaign currently comprises two 15" commercials, one centred around a batsman scoring his century and the other featuring a rugby team warming up before a big game.


Click here to view the ad [1MB]

Click here to view the ad [1MB]

The campaign developed by the creative team of Gerhard Myburgh, Kevin Yong and Michelle Kreuiter focuses on the effectiveness of Gill, using hyperbole and humour.

The first television ad features a batsman scoring his century, his partner runs up to congratulate him by patting him on the back, as he does so a big ‘puff' of dandruff comes off his back. The pay-off line ‘Try Gill, it works beautifully' appears on the screen as a Gill pack falls onto the cricket pitch clearing up the chalk markings around the wicket.

The second commercial depicts a rugby team pulling up their socks, bandaging knees and jumping up and down in anticipation for their big game. The camera pans across the players and we see the last player jumping and as he jumps dandruff falls all around his feet. Again, cue the pay-off line as the shampoo falls onto the rugby field clearing up the chalk markings on the ground.

To harness the potential of digital media, both commercials have been posted on the Gill website (gillhygiene.co.za) and sarugby.com, and YouTube. According to account director, Jean Veitch, the cost-effective campaign's unexpected humour and association and support of South African sport has been well received.

27 Aug 2008 17:39

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