Ryvita returns to TV in WTCS ads.(Walsh Trott Chick Smith)(Brief Article)

Ryvita has reversed its decision, taken a year ago, to abandon television for radio advertising and returned to the small screen with its first campaign through Walsh Trott Chick Smith.

The ads, written by Dave Trott and art directed by Gordon Smith, take up the challenge of moving Ryvita away from its slimming heritage characterised by Saatchi & Saatchi's 'inch war' ads of the 70s. The campaign attempts to profit from recent health concerns over dieting aids by stressing the genuinely healthy nature of Ryvita.

The initial 30-second execution uses a series of optical illusions, such as a naked woman who resembles a pear when shot from behind, to demonstrate that appearances can be deceptive.

A ten-second follow-up ad attempts to show how a packet of broccoli could be mistaken for a tree. Each ad ends with the strapline: 'A lot of things aren't what they appear to be; unlike Ryvita, which is healthy whichever way you look at it.'

Ryvita's last ...