Author

By Katie Deighton | Senior Reporter

May 17, 2018 | 3 min read

Kelly’s of Cornwall has released its second ad spoken entirely in the Cornish language – a challenge only compounded this time by an unpredictable seaside location and the starring appearance of a cow.

The ice cream brand released its first Cornish-language ad in 2016, which was followed on by an educational language campaign fronted by Dawn French this year. The idiosyncratic format has been a success for Kelly’s in a market where it battles with global conglomerates with bigger budgets, such as Unilever’s Ben & Jerry’s and General Mills’ Häagen-Dazs.

For the 2017 iteration, incumbent agency Isobel reunited with original director Alex Turner to create a spot paying homage to three distinct Cornish personalities and households: the surfer chick, the farmer and the family.

Each is housed in their own personalised beach hut on the Cornish shore and each has a favourite flavour of ice cream; in perfect Cornish they explain why they favour either Honeycomb Crunch, Clotted Cream or Salted Caramel Chocolate Brownie.

For the summer ad, Isobel and Turner refined the original spot’s casting process.

“We stripped the script down, sent it out and we got people to actually learn their lines,” said Ben Stump, creative director at Isobel. “For the first ad, we were getting people in who were trying to speak Cornish on the day, and it didn’t work at all. We ended up having to do weeks of casting.”

The script itself was written originally in English and translated with the help of Mark Trevethan, Cornish language lead at the Cornish Language Office. Cornish teacher Mick Painter came to set each day and helped actors with pronunciation.

“We were very conscious that we didn’t want it to be a stereotype and look like we were taking the Mick,” added Stump. “It could have crossed that line. So, we kept them in the loop all the way through.”

Alongside directing a language that he didn’t understand, Turner also had to contend with less-than-perfect weather, tidal ranges, a child actor and a cow.

“The child and the animal were good – they weren’t the most difficult bits to deal with,” he said. “The cow was very well behaved on the day. She had to get milked halfway through the day but other than that it was pretty simple actually."

Creativity Kelly's of Cornwall Video Article (Drum Original Videos Only)

Other episodes in the series

Episode 1

Casting the Three (gay) Bears, the stars of Rowse Honey’s hairy pro-porridge cookery show

Rowse Honey’s new content series may have been inspired by the fairytale of The Three Bears, but it's the casting of a jovial trio of modern ‘gay bears’ that the brand hopes will connect with a fun, young consumer.

Episode 2

As it unveils A Christmas Love Story, Vodafone reveals how Martin Freeman is its gift of relevance

Martin Freeman has found himself embarrassed at a wedding and in a criminal mix-up in a car park in his tenure for Vodafone’s ads so far. Now the actor finds himself as the lead role in an epic love story for the telecom brand’s Christmas campaign, which has been built on subtle, self-deprecating humour to win favour with a UK audience.

Episode 3

Directing the 80s in 2017: inside Vaughan & Anthea’s Christmas reunion for House of Fraser

Vaughan Arnell and Anthea Benton, the darling directing duo of the 80s and 90s, went 20 years without speaking after they split in 1996. Now they’re not only back in touch but are working together again, selecting House of Fraser’s Christmas story of sisterhood through the decades as their first spot of the 21st century.

Episode 4

Inside BBC One’s Christmas spot: the CGI/stop-motion success for the Beeb’s in-house creatives

BBC One’s thoroughly British Christmas trail for 2017 has not only impressed (most of) the nation in the festive spot stakes but also proven the creative prowess of the corporation’s in-house agency.

Episode 5

British Red Cross prizes segmentation to create a brand platform rooted in national kindness

The British Red Cross (BRC) is visualising the warming power of small acts of kindness in its latest brand platform, a fresh mobilisation strategy developed after extensive research revealed the need to highlight the ‘British’ in its brand name.

Episode 6

Inside Kopparberg's 'Outside is Ours': a kite flying break from its underground Swedish roots

Kopparberg hopes its latest campaign platform – a sun-kissed depiction of the outdoor festival life – will mark a graduation from niche Swedish cider into an aspirational, mainstream global brand.

Episode 8

The BBC's operatic, embroidered World Cup 2018 film: how it was made

The BBC’s World Cup trailer is an operatic montage of historic and memorable events from football’s biggest tournament, all of which were painstakingly embroidered frame by frame and photographed into a 60-second trailer. The BBC Creative duo behind the spot explained how their idea came to life in The Drum’s latest Anatomy of an Ad.

Episode 9

'Cousins, not twins’ – inside the first united campaigns of Virgin Holidays and Atlantic

Virgin Holidays and Virgin Atlantic have released their first creative work since jointly appointing AMV BBDO, choosing to release two separate campaigns that share a playful ‘visual language’ rather than merging the creative accounts entirely.

Episode 10

Opening up the Royal Opera House: inside the venue’s stroboscopic brand identity

The Royal Opera House has unveiled a new architectural design, one it hopes will open up worlds of ballet and opera to a wider audience both physically and perceptually via a dramatic, photographic campaign.

More from Creativity

View all