22 February 2013 - 1:09pm | posted by | 1 comment

GALAXY brings Audrey Hepburn back to life for new advertising campaign

CGI technology is used to bring Hepburn back to lifeCGI technology is used to bring Hepburn back to life

Chocolate brand GALAXY is set to break a new campaign starring iconic screen and style icon Audrey Hepburn this Sunday (24 February).

Created by AMV BBDO, the new ad is set to debut on ITV1 during the ad break of Mr. Selfridge with Hepburn featuring as the new ‘Galaxy Girl’. Brought back to life using cutting edge technology, the ad tells the story of Hepburn seeking a place to enjoy her GALAXY chocolate. Hepburn isn't the only one brought back to life for the new campaign, GALAXY has also resurrected it's 'Why have cotton when you can have silk' strapline for the first time in 11 years.

The 1950’s Amalfi coast setting of the creative is reminiscent of old Hepburn films, during the ad a young Hepburn is shown on a crowded bus looking for a spot to enjoy her chocolate bar. After catching the eye of a handsome driver in a car driving alongside the bus Hepburn seizes the chance to leave the bus and recline on the luxurious back seat of the open top car where she enjoys her GALAXY.

Vice president marketing at Mars Chocolate UK, Michael Magee, commented: “The use of Audrey, along with reviving our strapline ‘why have cotton when you can have silk?’ reflects an increased focus on our largest chocolate brand… We pride ourselves on creativity that connects with consumers – and the revival of Audrey Hepburn for this GALAXY campaign is a great example of this.”

The 60 second TV spot will be supported by an additional 30 second ad, press sampling, digital activation and PR running nationally from Sunday 24 February.

Comments

24 Feb 2013 - 18:29
d3ape16287's picture

It was on ITV1 this afternoon during a MIss Marple re-run. Yhe CGI wasn't perfect as it sort of orientalised Audrey slightly. Will probably go down well in Japan!

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