Aardman's Timmy features in Fairy tie-in campaign
A 10 second TV ad campaign from Proctor & Gamble to promote Fairy Fabric has hit TV screens, featuring Aardman Animations character, Timmy.
The campaign will be supported by in-store across all major retailers, and offers consumers three Timmy Time books to collect by sending their proof of purchases.
The campaign was created by Leo Burnett, and animated by Dave Osmond, animation director at Aardman who hasn’t directed a TV advert in six years.
The campaign also includes a microsite by Aardman Digital.
Jackie Cockle, creative director for Timmy Time commented on the partnership with Procter & Gamble; “This is very exciting for Timmy Time and Fairy is a great Brand for Timmy to be associated with, linking into softness, kindness and playfulness.” She went on to add “As the Creator of Timmy Time it was crucial that the character of Timmy in the commercial was true to that of Timmy in the Series.”
Amy Dawson, marketing manager for Fairy, added: "Fairy understands the importance of everyday moments of togetherness, such as sharing a story, so are delighted to be partnering with acclaimed children’s TV show Timmy Time to offer free books that you and your little ones can enjoy”.
Fairy Timmy ad Facts
• Dave Osmand the director, made the first maquettes for all the Timmy Time characters helping to develop the series with creative director, Jackie Cockle.
• The Timmy puppet has a solid core with latex arms, legs and head then fur covers his solid body
• The 10 second commercial took 5 weeks to make
• The trolley was made by hand out of stainless steel
• The miniature bottles of Fairy products used in the shoot were exact replicas of the real thing and were made by hand
• Dave drank 527 cups of tea during the shoot
• The Timmy puppet used in Shaun the Sheep is the same size as the head alone on the Timmy puppet used in the Timmy Time series and the Fairy Timmy commercial.
• No-one knows how Timmy managed to pile the trolley so high with Fairy boxes, or how he was going to pay for them.
• The longest frame (1/24th second) to shoot took three hours
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Comments
Well, it's a bit difficult to judge anything from that.
It's as cute as buttons, but what's the VO saying? "If only he had fingers to ..?.. the books on". Sounds like 'cut' or maybe 'put'. Neither of which would make a lot of sense.
Have to agree with the comment below plus aren't these characters a bit dated now.
I think the word is 'count'.
As a father of three, the youngest being only two, using Timmy works. He is releveant – with his own spin-off show on CBeebies – and I think the idea's sweet. And using a series of books to drive sales is okay(ish).
No surprises that the script is clunky –Â have you ever heard a P&G script that's anything else?
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