Bulldog Breaks A Nail Campaign

Creative Nail Design ‘Remembers’ Glamour, ’40s- and ’50s-Style

By Teresa Buyikian

LOS ANGELES–Bulldog Drummond captures the style and glamour of 1940s and ’50s fashion models in its first campaign for Revlon’s Creative Nail Design division.
The estimated $2 million consumer campaign is comprised of three full-page print ads. Each features a different model done up in a bright retro look, with long eyelashes, black eyeliner and full lips.
In one of the ads, a dark-haired, darkly dressed woman wearing a lavish string of pearls is playing with a poodle. Her lips and nails are painted a bright fuchsia. Text above the photo reads: “You may discuss with men their preoccupation with sports and their reluctance to remove tall grass from the lawn. Yet it’s better to spend your time with activities that are more uplifting as well as colorful.” The text ends with the campaign’s tagline, “Remember you?”
“We wanted to raise consumer awareness to drive demand [for the product] into the salons,” said Shawn Parr, Bulldog’s chief executive officer and director of planning. “Women play all these different roles: wife, mom, friend. Through the ads we wanted to show that they need to take time for themselves, to remember ‘you.'”
In another of the ads, a striking woman is dressed in a black formal gown, this time with blood-red nails, lips and hair ornaments. She appears be dancing with castanets. Text reads, “Listen to the voices that talk about you. Voices that tell you to sparkle and twirl in front of an old lover and buy the shoes that don’t go with anything.”
The ads are running in October issues of Vogue, Glamour, Allure, In Style and W. The agency has also created point-of-purchase materials and some in-salon promotions, Parr said. TV work is slated for next year.
Bulldog has handled the Carlsbad, Calif.-based company’s nail care account since last year. The client’s nail polishes, lotions and other products are sold only in salons. The company is a division of New York-based Revlon.
Separately, the San Diego agency has made executive creative director Neil Bellefeuille a partner.