ROLLER GURU FRONTS NEW CADBURY BOOST CAMPAIGN VIA THE FURNACE
Roller-dancing champion, Demeryst Upshaw, will front a multimillion-dollar above and below-the-line campaign beginning 4 March for Cadbury Schweppes’ popular Cadbury Boost bar, via The Furnace, Melbourne.
It continues to build on the 70’s American retro vibe that first launched Cadbury Boost in 2005 and features a 30-second TVC, cinema, outdoor, print and POS advertising. The fully integrated campaign will also feature a major public relations and sampling program.
The new TVC for Boost, shot on Venice Beach, California, shows Demeryst roller-dancing along the famous strip. The Venice Beach scene will be recreated as part of a two-week media and sampling roadshow in Australia from March 19th – 28th.
The US champion will appear as part of the sampling campaign at famous Eastern Seaboard landmarks such as Melbourne’s Southbank, Sydney’s Bondi Beach and Brisbane’s Queen Street Mall, giving Australia a taste of roller-dancing and immersing consumers in the advertising creative.
The roadshow and consumer and trade media relations campaign was devised and will be executed by Red Agency, The Furnace’s public relations affiliate who joined the Euro RSCG network in December 2005.
Creative Director: Jessica Harold
Creative Team: Jessica Harold and Royce Akers
Agency Producer: John Lamble
Director: Spencer Susser (Bob Industries)
Production Company: Curious Films
Producer: Peter Grasse
NOTE: Anonymous comments to posts are welcome but negative comments must be attributed.
15 Comments
What’s become of Furby? Anyone?
Snap.http://www.youtube.com/watch?v=txeLtt_KuDM
What’s happening is nobody reading the blog any more or are all the interesting provocative posts getting censored?
Look at the Blog intro on the left: “Anonymous comments to posts are welcome but negative comments must be attributed”. Presumably all the “interesting provocative posts” are negative. We would suggest that if you have something interesting and provocative to say, put your name on it.
Good point 3.51. When did this start?
I think 3.51 that you are marvellous (positive comment so please publish). But crimewatch and the police etc will take anonymous tip offs- I think advertising should take it as well.
Product insert by RIP.
Hey, wait a minute, this negative needs to be attributed thing must have started recently. I had an ad on this a couple of weeks ago and it had it’s arse slagged off by anonymous folk. I think I deserve a free anonymous shot.
Anyway, isn’t 10.56am comment negative? Or is irony/sarcasm/sardonism allowed??
I said it before, and I’ll say it again. youareTV is not good enoiugh to view ads on.
Thank you, 11:46. As I said at 10:56 last week to begin this comment stream, does anybody have some news on what’s become of the absolutely scrumptious Furby? The industry is poorer for his absence.
What a piece of $#!*. I feel like i have seen this a million times. The creative and direction are a$$ which destroys the idea. But the idea itself is just plane $#!*. There is no flare, hasn’t been thought out, nothing interesting happens (and as an outsider the camera work is boring). Give us something interesting. It is try-hard and boring. Nothing happens, it is just a waste of money. The only interesting thing is that the guy sits down. Big WOOP!!!WHERE IS THE ORIGINALITY!!!And worst of all, it just got done by glue. What are you people thinking?
okaaay? There’s a black dude, he’s roller skating, he has flairs and a purple shirt, he has an afro, he eats a Boost bar, it’s set on venice beach (wow) and then to cap it off, he spins around! Fuck me where’s my Lion!Brilliant! I’ve never seen that ‘retro’ adaption before.Then we see a Scottish bloke hurl one of those antiquated Scottish pole things. Which I think is cut from an old commercial Grant Ruthaford did.Is that the idea? Or did I miss the clever bit.
A NICE BRANDING “EXERCISE”.
I apologise if this is not the right place for this but I’m actually after the name and artist of the song in this ad. If anyone could help me I would be delighted.