Saturday (April 11) saw Hollywood hero, Sylvester Stallone, swap his boxing gloves for baking. No, it wasn’t Tinseltown’s version of the British Bake Off, but the highly anticipated ad campaign for the UK’s No 1 food brand, Warburtons.
Our £18million tongue-in-cheek campaign, ‘The Deliverers’, launched during a special one off ‘ITV presents’ slot in the first ad break of Britain’s Got Talent.
The ad is a pastiche of some of Sylvester’s most famous films, such as Rocky and The Expendables, which allows the Hollywood star to showcase some great comic timing as well as his impressive muscles. It features Stallone in a mock up Blockbuster trailer showing the heroic lengths Warburtons goes to in order to deliver over two million loaves of fresh bread to over 16,000 stores everyday, through its impressive delivery network.
Following the TV launch on Saturday, we monitored Twitter for the thoughts of viewers and celebrity tweeters and used these tweets in mini-trailers created live on the night, sharing them back out through Twitter.
The campaign continued on Sunday with a YouTube homepage takeover (including our ‘SlySpy’ game, where players could win a trip to NYC) and more activity on Twitter. The advert received 2.5 million views on social, 18,000 shares, and even trended organically in London with 6000 brand mentions on Twitter. TV, out-of-home and social media activity will continue, so if you haven’t seen anything yet, you will!
Creatives Andy Lee and Jonny Porthouse were responsible for the creative, alongside executive creative director, Billy Faithfull. It was directed by Declan Lowney through Another Film Company.
Faithfull said: “Sometimes lightning strikes just where you want it to. An ambitious client with a great story to tell. A killer script. And a star not only willing to do it, but confident enough in himself to self-deprecate like a hero, matched only by the heroic efforts Warburtons themselves go to, to get your bread on the shelves on a daily basis.
Stallone said: “I thoroughly enjoyed my time in Bolton and particularly loved spending time in the bakery. Maybe I should have stopped beating up bad guys a long time ago and gone into baking instead.”