The Furnace to launch new Skins ‘Cheat legal’ television campaign this Sunday night
EXCLUSIVE – The Furnace, Sydney will launch their new television campaign for Skins this Sunday March 7. This new tvc marks the next stage in Skins global development and is designed to drive home the scientifically proven benefit of Skins, which is to deliver more oxygen to your muscles. It also provides the platform for their new brand positioning built around the concept of the ‘true spirit of fierce competition’.
In preparation for the development of the new campaign, The Furnaceconducted research with the committed amateur sportspeople target. This uncovered a significant degree of cynicism around the way bigmoney is corrupting sport and the way brands are relying on hype andchequebooks instead of real product innovation.
“We wanted to create a television commercialthat highlighted the world of cheating in all sports and then juxtaposeit with an alternative for people via Skins. The inspiration were highprofile, elite sportspeople who had reached the top in their respectivefields only to fall from grace as a result of taking performanceenhancing drugs, or by employing underhanded tactics to win at allcosts,” said Paul Fenton, national creative director, The Furnace.
“Wewanted to make a commercial that could compete with the other bigbrands, with a strong, definite and very pointed opinion. The story andcharacters are simple. We know them, we despise them, we pity them.”
Client: Skins
Campaign: ‘Cheat Legal’
Furnace Team:
Paul Fenton – National Creative Director
Rob Martin-Murphy – National Creative Director
Luke Duggan – Art Director
Andrew Allsop – Writer
Tony Singleton – Strategy
Siobhan Petri/Amy Cadwallader – Group Account Directors
Monique Pardavi – Head of Broadcast
Production Company: The Sweet Shop
Noah Marshall – Director
Tony Whyman – Producer
Black Milk UK – London – Music
Song Zu Sydney – Sound
11 Comments
Made me feel like a Guiness, not sure why?
nice idea. great line. bit cheesy in parts (soccer/tennis). but the guy at the end has big muscles. so that made up for everything
Made me feel like I should be writing better ads. Great tone of voice for the brand. Good stuff.
made me feel like I am making better ads. Looks like it was done for no money.
Onya Tone.
Awesome brand. Average ad.
Great NIKE ad
from 1995
Great strategy.
Would love to have seen some real cheats in there.
You know, Ben Johnson or something.
Legit work. Like it.
I thought it was good – I get the prop entirely, especially when its about PE drug cheats. Nice one.
bit of a let down for a brand due for a breakthrough.