Client: Hula Hoops
United Biscuits has launched a TV advertising campaign for its Hula Hoops brand.
Created by Publicis, the TV work showcases how, “the unique and playful shape of Hula Hoops” can consumers “to another place.”
One features a train passenger who is so distracted from the world he becomes engrossed in creating a DJ finger puppet using Hula Hoops. In another, a decorator creates two characters from the Village People who perform ‘YMCA’.
The puppeteers are each caught out by people around them, so quickly eat the Hula Hoops off their fingers and are left looking a little sheepish. Both ads end with the strapline ‘in a hole world of their own.’
The TV ads are being used to launch United Biscuits’ Golden Hoop Film Awards, which aims to encourage consumers to take inspiration from the TV ads and produce their own finger puppet films using Hula Hoops.
Participants stand a chance to win a holiday for a family of four to Hollywood. The integrated campaign includes TV advertising, on-pack, online, PR and in-store promotional activity.
Marketing Director of Bagged Snacks at UBUK, Helen Warren-Piper, said “Hula Hoops is a well established brand with a loyal following. This new TV advertising campaign, along with the on-pack promotion and Hula Hoops website will drive further consumer engagement with the brand providing retailers with increased sales opportunities.
“Some brands are the keepers of undeniable truths. Hula Hoops is one of those brands: anyone that tells you they can eat a bag without first putting them on their fingers and giving them a wiggle, is a big fat fibber. The resulting films from Publicis and public alike are testament to this truth.”
Media planning and buying has been by MediaEdge:cia and the campaign will be on air throughout July and August.
Wax Communications designed the on pack promotion for the Golden Hoop Film Awards for 50 million packs of Hula Hoops to encourage the public to create their own Hula Hoops finger puppet film.
They are being encouraged to upload them to a viewing and voting gallery at a specially designed website hulahoops.com designed by United Biscuits’ digital agency InboxDMG.
The website also includes film-making tips and information on the Hula Hoops range.