BWM uses Grey’s idea for debut work for Leggo’s
BWM Melbourne has unveiled its first work for Leggo’s after winning the business last year.
The ad is similar in strategy and execution to an ad made by Leggo’s former agency, Grey Melbourne, two years ago.
BWM used the same director, production and animation company as Grey to make the ad.
As well as TV, the BWM ‘Pasta Loves Leggo’s’ campaign comprises print, magazines, online, social media, radio and in-store.
“Our challenge was to tell a rational ingredient story in an emotional way. When pasta meets Leggo’s and you add lashings of Opera you’ve got all the ingredients for a passionate Italian love affair, beautifully simple,” BWM Melbourne creative director Shaun Branagan, said.
Credits
- Executive Creative Director – Rob Belgiovane
- Creative Director – Shaun Branagan
- Creative Group Head – Gus Johnston
- Digital Art Director – Jeremy Elliot
- Planning – Jamie Mackay
- Group Account Director – Belinda Murray
- Senior Account Manager – Lynne Robb
- Head of Onscreen – Abby Hunt
- Onscreen Producer – Sonia Mclaverty
- Production House – Revolver – Bruce Hunt
- Simplot
- GM Marketing – Tara Lordsmith
- Marketing Manager Sauces and Meals – Lisa Rizzardo
- Senior Brand Manager Shelf Sauces – Kate Murphy
- Brand Manager Shelf Sauces – Ainsley Crouch
Hate to say it – but the original by Grey is more exciting for its sublime simplicity. One wonders why you would bother changing agencies at all. One also wonders why you would issue a press release for this recycled work.
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Just as BWM have continued this successful campaign initiated by Grey, so to did Grey continue the successful “talking Italian” that originated with Clemenger. Great campaigns shouldn’t die with the agency that created them. It is the mark of a smart agency (and client) who sees the strengths of a previous agency’s work and works with it.
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Thank you Sal. Leggos is one of the most loved brands in Australia. Long term campaign ideas are what keeps it there. It takes a lot of maturity to resist the urge to reinvent every time you get a brief and put the brand rather than your ego first.
Importantly though BWM Melbourne have reinvigorated the idea via social media which is also fresh and fun. Congratulations Shaun B, B, jamie,Tara and our collective teams. Love it.
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I think you’ll also find Grey blatantly used another agency’s famous ‘idea’ with their John West work….
Do your homework first Tim.
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Old idea or not, can’t say this new spot does much for me. Feels rather cheap?
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Would it be possible to recreate the leggo’s ad in real life? What expensive stereo system should I buy for this?
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