Bum cleavage is the subject of a humorous new campaign by 18 Feet & Rising to launch Polycell Quick Drying Polyfilla Spray, a new product by Polycell.
The campaign, which launches next week online, uses wit and irreverence to show how the spray makes it easy to cover up unsightly cracks around the home. It is the first work by 18 Feet & Rising for the brand since picking up the business last year.
The 30-second ad, called "No More Unsightly Cracks", reveals a man's bum crack as he bends over to do some DIY. His son, who is helping him, is asked to cover a wall crack using the new Polyfilla Spray. The film cuts to a close up shot of the dad's bum crack as he gets up, and it becomes apparent all is not what it seems.
The spot was directed by Simon Willows through Blink, and created by Stephen de Wolf, Alex Delaney and Oli O'Neill.
Samantha Balloch, Senior Brand Manager for Polycell, said: “We are delighted to launch this integrated campaign to support the launch of new Polycell Quick Drying Polyfilla Spray. Many consumers perceive the job of preparing surfaces prior to decorating as a chore. With this campaign we want to demonstrate how easy it is to fill cracks around the home, whilst bringing some humour and fun into this generally quite functional arena by using a topic that almost every person can relate to.”
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Client: Samantha Balloch, Senior Brand Manager
Agency: 18 Feet & Rising
Creative Director: Stephen de Wolf
Creatives: Alex Delaney & Oli O'Neill
Agency Producer: Emily Hodgson Julia Methold
Account Director: Adrienne Little
Strategic Business Lead Rob Ward
Director: Simon Willows
Production Company: Blink
Production Company Producer: Tiernan Hanby
Executive Production Company Producer: James Bretton
Editor: Mark Aarons
Post Production Company: Electric Theatre Collective
Post Production Company Producer: Helen Sutermeister
VFX Supervisor: Andrew Stewart
Colourist: Steffan Perry @ Framestore
Sound Engineer: Tony @ Wave Studios