FOCUS - EUROPE: TBWA unveils TV work for French Connection

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

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