FOCUS - EUROPE: TBWA unveils TV work for French Connection

<p>TBWA GGT Simons Palmer's two-year fcuk campaign makes the jump to </p><p>the small screen next week for a 10-week branding drive. </p><p><BR><BR> </p><p>The controversial slogan, which has powered a doubling of French </p><p>Connection's share price, makes the rare journey from press and poster </p><p>executions to television in a 40-second spot breaking on 1 </p><p>September. </p><p><BR><BR> </p><p>The ad, titled "frumpy Caroline's unexpected kerfuffle", aims to import </p><p>many of the characteristics of the press and poster work to the TV, </p><p>featuring art house-style lighting and beautiful young actors wearing </p><p>fcuk gear. </p><p><BR><BR> </p><p>The film sports a take on the fcuk motif, with each word of the script </p><p>beginning with one of the four letters. </p><p><BR><BR> </p><p>The name of almost every object glimpsed in the scene similarly starts </p><p>with f,c,u or k. </p><p><BR><BR> </p><p>The plot is a simple but surreal love story. Caroline arrives at a party </p><p>only to collide with her ex-lover, Fred. </p><p><BR><BR> </p><p>The two shift through the contents of her bag, including a cuckoo clock </p><p>and model U-boat. </p><p><BR><BR> </p><p>However, when they come to a decrepit toy kangaroo with sentimental </p><p>value, the two are overcome by romantic memories. </p><p><BR><BR> </p><p>Caroline removes her clothes with the words "fairy costume underneath </p><p>kit" and leaps into Fred's arms. </p><p><BR><BR> </p><p>The spot fades out to the fcuk logo as the lover murmurs </p><p>"f ... c ... u ... kiss." </p><p><BR><BR> </p><p>"Fcuk's advertising has been at the core of our recent business </p><p>success," French Connection chief executive Stephen Marks, said. </p><p><BR><BR> </p><p>"This campaign should help us take the brand to another level." </p><p><BR><BR> </p><p>The tune for the ad is from the '70s children's TV show Mr Benn and </p><p>features the Sneaker Pimps vocalist Sarah McDonnell. </p><p><BR><BR> </p><p>It was written by Trevor Beattie, art directed by Peter Lydon through </p><p>Tomboy Films. Media planning and buying is by MGM. </p><p><BR><BR> </p>