Imperial Leather lathers up a little self-awareness
Imperial Leather’s ‘A Right Royal Lather’ is a fun refresh for the brand, with Tom Read Wilson fronting the work for 10 Days London with unforgettable delivery.
Imperial Leather is one of those brands that, let’s face it, we associate with our nan’s bathroom cabinet. But, turning its heritage into a comic performance was a self aware move we didn’t see coming.
Presenter Tom Read Wilson plays an ostentatious stereotype with just the right amount of pageantry and camp, parodying the slightly regal air the brand evokes.
He arrives robed and flanked by trumpeters, before delivering a Shakespearean-style ode to the brand’s lather and fragrance.
The bizarre spectacle is playful in the right way, yet showcases the product’s quality fairly persuasively.
Instead of trying too hard to look contemporary, Imperial Leather has embraced a bit of British wit and absurdity: which paradoxically is neatly on brand for the soap manufacturer’s heritage.
Similar plays have been rife in the personal care sector. Boots recently embraced its past as part of a promotion for a limited edition range.
Imperial’s “lather royally” idea is simple and silly, but it’s the kind of simple that gives a campaign legs.
Credits
Brand: Imperial Leather / PZ Cussons
Creative agency: 10 Days London
Key team: Paul Yocum, Katie Barker, James Witter and Sophie Daniels
Images: Imperial Leather campaign/10Days London
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