The new ad - developed by Balekane Mokoditoa, Sibusiso Sithole, Adam Wittert and Troy Palmer - focuses on a contemporary 'torture test', a dance off between a group of Pantsulas and Hip Hop dancers. The Pantsula dancers apply Ingram's Camphor cream as part of their warm-up routine but the Hip Hop guys don't. As one of the latter stumbles during the dance off a close up shows how dry and uncared for his skin his. He is offered Ingram's Camphor Cream by one of the Pantsula dancers and, as he applies it, his skin is restored and takes on a nourished look. He shares the cream with his friends and the two groups dance together as one.
FCB Johannesburg Group Business Director, Romaine MacKenzie, explained the concept: "Loyal Ingram's users see the cream as having stood the test of time, and having 'healing powers', which we know as restorative capabilities. The proof of this 'healing' is a 'torture test' on the body's vulnerable and exposed extremities such as hands, knees, heels and elbows. In winter, these users apply Ingram's all over their bodies in the morning and evening, to keep warm and to nourish and 'heal' their skin.
"Our challenge was to defend Ingram's positioning as the leading brand given a high degree of copy cat activity; there are many new camphor-based creams entering the market. To do this, we felt we needed to draw on Ingram's heritage and focus on its benefits - warmth, nourishment, upliftment. Very importantly, we needed to contemporise the brand.
"The concept developed by our team meets these needs. Firstly, the dance off is very young and modern, but the fact that the Pantsulas - the older style of dancing - use the cream first shows its heritage and lineage. Secondly, the use of Ingram's as a warm up medium shows its protective power while its rapid restorative qualities are demonstrated when the Hip Hop dancers use the cream. Of course, the positioning statement of 'The Original Skin Doctor' clearly associates Ingram's with trust and credibility."
An outdoor execution was also developed to reinforce the television commercial. It simply shows a Hip Hop dancer alongside product and the statement "The Original Skin Doctor". Despite its simplicity, through the careful placement of the words "hands, knees, heels and elbows" it reinforces Ingram's heritage - many consumers remember the original jingle - and hark back to those days.
Furthermore, to maximise winter sales of Ingram's Camphor Cream, sister agency FCB Impact 361º developed an SMS-based promotion linking the brand to a 'warmer' winter. On offer are 40 Restonic beds from Lewis and a portion of the money spent on SMSes will be donated towards children's charities.
The promotion is being supported on radio, in store and at Comutanet's road shows. These take place between end May and end July, and feature a 'dance off' with audience members joining in for spot prizes.
"Last year's winter promotion featuring well-known weatherman 'Jabu' was very successful," said MacKenzie. "We are looking to build on this in 2006 but in a manner that supports the above-the-line executions."