Comvita uses long-lived Sardinians for new Olive Leaf Extract campaign
Natural health brand Comvita has launched a campaign promoting its Olive Leaf Extract product drawing on the longest-living people on earth, Sardinians.
The campaign, by creative agency Reborn, centres around three characters – Antonio a 92 year old mountain climber, Caterina a passionate salsa dancer and Maria a 45 year old mother of eight – who love olives.
Reborn creative director, Jarrad Collings said in a statement: “The Mediterranean diet is well known for a range of health benefits, partly due to the healthy antioxidants derived from the high intake of olive based products. The ads highlight the health benefits of Olive Leaf Extract through the lens of vibrant Sardinians and challenge consumers to live like a Sardinian, embodying some of the healthier characteristics of the world’s longest living people for a month.”
Credits:
- Creative Director: Jarrad Collings
- Art Director: Adrian Wong
- Account Director: Samantha Hasler
- Account Manager: Lydia Eastwood
- Head of Strategy: Gual Barwell
- Lead Developer: David Londono
- Project Manager: Paulus van der Kolk
- Video Production: Radical Love
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If I was a sardine I’d be feeling very ripped off by this claim and commencing legal action! Sardines are the key to longevity not olives.
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hmmm
salsa: Latin American ONLY(women adorned with short skirts, jewels, shimmer, lots of skin and pizazz)
Flamenco: Spanish ONLY( gypsy roots, women adorned with long covered up dresses and skirts, completely different music, completely different dance style)
I can understand how in the 21st Century Ad agencies can still get that wrong, seeing as there is a lack of cultural information out there *insert sarcasm here*
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Also, is the voice over guy the same guy that works for little big planet? sounds shockingly identical…
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We sardinians eat a lot of red meat and we are some of the highest consumers of beer in Europe, to. We use lards in the cookies and cakes too, but we get the lowest obesity rate and lowest incidence of cardiovascular diseases in Italy.
In conclusion it’s genetics, not cuisine and food.
PS why should a sardinian woman dress as a spanish flamenco’s dancer?
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