J. Walter Thompson and MPC Creative’s Diarmid Harrison Murray get the UK energised for spring
J. Walter Thompson London and Berocca introduce ‘Roccy’, a chameleon who body pops to Panjabi MC, in a brand new through-the-line campaign that aims to get the UK energised this spring.
Berocca is spending 3m to communicate how Berocca can help energise your day to help combat tiredness and fatigue, of which 66% of UK consumers currently identify as their #1 health concern. Roccy personifies energy and brings with him an entertaining, vibrant and charismatic personality back to the brand.
The TV ad made by J. Walter Thompson London and directed by Diarmid Harrison Murray at MPC Creative shows a chameleon dancing to the sound of Panjabi MC – bringing to life the thrill of feeling energised that vitamin B1 and B2 in Berocca delivers.
Director Diarmid has worked with VFX artists from MPC, the studio behind the CGI on Oscar-winning film The Jungle Book and the 2016 WWF Christmas ad.
Paul Rizzello, Creative Director at J. Walter Thompson London said: "We wanted to articulate that feeling you get when you’re at the top of your game. And sometimes the best way to express a simple human truth is by doing it without people.”
The new creative, which launches on Friday 17 March, will run simultaneously across TV supported by a comprehensive VOD strategy to maximise the potential reach. In addition, the campaign will also encompass OOH, DOOH shopper, PR, digital, and social media, targeting those on their daily commute. The OOH will take the form of digital 6 sheets and Tube cards.
A new look website will provide nutritional and lifestyle content to help consumers #BeMoreBerocca.