New Kodacolor Spot Encores 1989 Winner: 'The Thief of Color' Returns, Touting an Improved Film Product By Daniel Tille

PARIS - Producing a sequel to a commercial which in 1989 scored 85% awareness and 80% likabili

Figuring that you don’t change a winning formula, the sequel to ‘Le voleur de couleur’ reprises the Kodakettes, three mischievous little girls dressed in 1890s-style striped bathing suits and wearing what can only be described as toilet bowl plungers for hats.
In this version, the pixies are racing around a huge department store, frenetically snapping pictures of a number of startled oddball characters and objects (all which turn white as their color is ‘stolen’ onto Kodak Gold film), all the while being pursued by an evil policeman trying to put a stop to the three little thieves.
Reprised as well was the spot’s director, Jean-Baptiste Mondino, perhaps best known for his Madonna music videos. Jean-Pierre Villaret, ceo of Y&R/France explained, ‘The challenge was to create a campaign which showed there had been an improvement in the original Kodak Gold product. After considering several options, we felt the best choice was to create a new Voleurs, but with more action, more excitement, more ‘stealing’ of color.’ Since the spot first aired, he added, Kodak’s share of the French negative film market has been climbing.
Daniel Tilles writes about advertising from Paris.
Copyright Adweek L.P. (1993)