ML Rogers' Smiles Cross Euro Borders


NEW YORK ML Rogers this week broke its first European work for Chipita that focuses on the Greek bakery's 7 Days packaged croissants.

Three television spots for the 7 Days "mother brand" feature the Louis Prima recording of the standard, "When You're Smiling," and show the baked goods bringing people together.

In one spot, a young man and an old man arrive at a kiosk at the same time and each buys a 7 Days croissant. They exchange a knowing glance and a smile and after the young man leaves, he returns on his scooter to give the older man a lift. Another ad shows a young mother sharing mini-croissants with her baby. A third brand spot is a montage of Europeans smiling and various 7 Days products.

The ads, which will air in Greece, Cyprus, Russia, Bulgaria and Albania, among other countries, feature almost no language, but are tagged "Baked to make you smile."

Campaign spending is undisclosed. The New York independent agency won the $15-20 million account in January, after topping Publicis Groupe's Publicis and independent Taxi, both in New York, and the incumbent, WPP Group's JWT in Athens, Greece, in a review, according to sources.