Boddingtons: advert-body-3 by mcgarrybowen
- Location:
More than 20 years after an unknown actress satirised sexy perfume ads with her distinct northern tones for Boddingtons, Melanie Sykes is back with the beer brand in a new ad ripping the high-intensity tropes of sports ads.
In a further nod to the power of female creative humour, ‘Tour de Formby’ was created by Mcgarrybowen creatives Holly Fallows and Charlotte Watmough. It sees an American cyclist zipping up his yellow jacket – interspersed with shots of sweat and gloomy landscapes – as he reels off banal and meaningless inspirational quotes such as “take the punishment” and “take the road less hilly”.
Sykes interrupts close-ups of his bum crack with the line: “Eh Bradders – giddy up lad, I’m spitting feathers ‘ere”. It’s revealed she’s the passenger of the cyclist’s tuk-tuk, which is struggling up the hills of Manchester’s surrounding countryside.
The ad ends with Sykes enjoying a pint of Boddingtons in a beer garden, admitting that, decades later, “it’s still gorgeous”.
Credits
Holly Fallows and Charlotte Watmough, creatives, Mcgarrybowen
Paul Jordan and Angus Macadam, executive creative director, Mcgarrybowen
Alessia Small, head of production, Mcgarrybowen
Brendan Taylor, account director, Mcgarrybowen
Lucy West, account manager, Mcgarrybowen
Production company: Rattling Stick
Director: Daniel Kleinman
Producer: Johnnie Frankel
Director of photography: Alex Melman
John Smith, editor, Whitehouse London
Tim Mellem, post production, Youngster
Will Cohen, audio post, String and Tins
PR agency: 3 Monkeys Zeno
