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McCann-Erickson highlights sensual side of Carte D'Or in print work.(McCann-Erickson Inc.'s advertising for Carte D'Or Ltd.)(Brief Article)
McCann-Erickson launches its first print work for Carte D'Or this week, with an execution promoting the brand's four-pack individual ice cream tubs.
The ad, which breaks in the June issues of women's weekly magazines and the July editions of monthlies and Sunday supplements, extends the "sharing" theme that McCann inherited from Carte D'Or's previous ad agency, Lowe Lintas.
McCann's first television work for the brand, which broke earlier this month, stuck closely to the Lowe formula. However, the print ad takes a more sensual approach to the idea. It shows a row of four bath tubs, filled with creamy bubbles. In each one a beautiful naked woman is striking the same pose, eyes closed in blissful anticipation of the Carte D'Or ice cream which she is ...
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