NEW CAMPAIGNS: Bawdy biological humour a big seller for Mistine Force

<p>Direct-selling company Better Way Thailand's new 75-second TVC combines </p><p>the Thai's love for word play with the culture's unique perspective on </p><p>underarm odour. </p><p><BR><BR> </p><p>Local agency Fame Line came up with the idea to promote the company's </p><p>Mistine Force roll-on deodorant for women - using a turtle as </p><p>talent. </p><p><BR><BR> </p><p>In the spot, a newborn turtle goes on a desperate search for its parent, </p><p>pursuing a woman's body odour it mistakes for its mother. </p><p><BR><BR> </p><p>In Thai, the word turtle is tao and can be used to mean bad body odour, </p><p>as in men tao. </p><p><BR><BR> </p><p>A more literal translation could be "you smell like a turtle". </p><p><BR><BR> </p><p>Released in the first week of March, the TVC has become the talk of the </p><p>town because it appeals to the Thai's love of bawdy biological humour, </p><p>said Fame Line group account director Rachapong Ngampisai. </p><p><BR><BR> </p><p>"No one has been offended. Post-test research conducted over the weekend </p><p>showed 98 per cent of respondents loved the commercial." </p><p><BR><BR> </p><p>The TVC also received a "No.1" rating from influential Thai business </p><p>newspaper Thansirikit as the best new spot on the air. </p><p><BR><BR> </p><p>Mr Rachapong said the concept was created in close co-operation with </p><p>Better Way (Thailand) and they chose to develop a longer narrative to </p><p>maximise impact and heighten brand awareness in the market. </p><p><BR><BR> </p><p>"We felt we needed to create an emotional impact and then twist the </p><p>viewers perspective by using a play on words. </p><p><BR><BR> </p><p>"The story line is longer but to make a difference we need to entertain </p><p>as everyone is waiting for the new Mistine commercial, expecting it to </p><p>be interesting." </p><p><BR><BR> </p><p>He said Fame Line's previous Mistine TVC won the company a silver award </p><p>at Cannes last year. </p><p><BR><BR> </p><p>In the commercial, the turtle emerges from its egg to find it has been </p><p>born to foster water fowl parents. </p><p><BR><BR> </p><p>Because it cannot keep up with the flock of ducks, it breaks away to </p><p>look for its biological mother. </p><p><BR><BR> </p><p>The turtle ends up on the beach poking its nose into an underarm of a </p><p>sunbathing woman. </p><p><BR><BR> </p><p>Another 30-second TVC, titled "Turtle calls its mother", was released on </p><p>March 17, with the turtle poking its face in the underarm of a famous </p><p>model during a beach fashion shoot. </p><p><BR><BR> </p><p>According to Mr Rachapong, both spots cost five million baht (US$131,000) to produce and another 45 to 50 million baht will be spent on </p><p>buying airtime until the end of May. </p><p><BR><BR> </p><p>Better Way (Thailand) predicts the turtle campaign will increase total </p><p>Mistine deodorant product sales from 250 million baht in 1999 to over </p><p>300 million baht in 2000. </p><p><BR><BR> </p>