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.
