JMCP Publicidad’s first campaign for Procter & Gamble’s Bounty uses a triumvirate of men to show that size actually does make a difference.
The Jordan McGrath Case & Partners/Euro RSCG unit, New York, breaks the three-spot effort today for Bounty and Bounty “Select-a-Size” paper towels. In one of the Spanish-language spots, called, “Que Tres” (“What a Threesome”), tiny, average-sized and tall fellows show how Bounty Select-a-Size comes in various shapes for different jobs. The tag: “Select-a-Size, sized to suit you.”
“It’s a campaign with a new slant, a new angle to the traditional campaign spots,” said shop chief creative officer Marta Ferreira-Pero, who was the campaign’s copy-writer and co-creative director. “Above all, it’s a didactic metaphor for different sizes of tasks.”
The shop received the business last year in a “reshuffling” of P&G accounts, she said; the client is a P&G office in Puerto Rico. The TV spots, running nationally on Univision and Telemundo, will be complemented by print and radio ads, and will run at least six months, said Ferreira-Pero. Spending was undisclosed.
–Simon Butle