Hunky Dorys Brand Beast leads the charge. With Girls in hot pursuit.
‘Buffalo is how we roll’ is the brand new campaign from Largo Foods' crisp brand Hunky Dorys. A bold new 40 sec TV commercial will launch the campaign. Airing for the first time this week, it features a magnificent wild beast: a buffalo, fresh from a major role in a Hollywood movie. Plus eight intrepid women. On roller skates.
In the new TV commercial, the Hunky Dorys girls are seen getting ready to go roller-skating in a darkened cityscape. They set off - and then a buffalo starts to chase them through the streets. Or perhaps they're chasing it?
"The buffalo is the brand's mascot', explains Largo Food's marketing director Alina Uí Chaollaí. "This disruptive, bold and surreal new ad is a demonstration of what the Hunky Dorys brand stands for. The spirit of the buffalo has always been at the core of the brand: there's been a picture of him on every single pack since day one. The girls in the ad are a celebration of the power of the group and the buffalo is a symbol of independence and all those bold enough to do their own thing. That's because Hunky Dorys is a brand for modern men and women, who aren’t afraid to blaze their own trail."
The girls are on skates for a good reason too, according to account director Shannon Rushe of Dublin agency McCannBlue which created the ad. "Girls have always been a key element of Hunky Dorys advertising', she says. "This time round we wanted to give them something fun and adventurous to do as a group. We wanted them to be cool, athletic and awesome in their own right. The buffalo does whatever he wants, goes wherever he wants, and this is the spirit that inspires the girls on their journey. They can’t resist the lure of this adventure in the city at night."
Laurence Keogh, senior copywriter at McCannBlue continues: "The attitude is 'buffalo is how we roll'. That's the endline of the ad. The song on the ad is a cover version of Buffalo Girls. It's a very old song - Jimmy Stewart sings it in It's a wonderful life - but it was also covered by Malcolm McLaren who was the Sex Pistols' manager. Our version is by Steve Lynch of Stellar Sound with vocals by Heather Mae so it brings the song right up to date.”
The commercial was filmed in Prague over two very cold nights in March. Czech production company Boogie Films used closed streets, dry ice and neon lighting to conjure up a sci-fi atmosphere for the action. The Buffalo girls themselves are some of the best champion and performance roller skaters in Europe, amongst them several stars of Starlight Express, the Andrew Lloyd Webber roller-skating musical.
Although the use of a computer-generated buffalo was considered, the agency was insistent that only a real buffalo would have the required presence. Nellie, who also stars in the recent Hollywood movie The Zookeeper’s Wife, did the honours. Her body double Joe also features. According to Chris Gore, senior art director at McCannBlue: "The March filming date was dictated by Nellie and Joe, whose coats would have begun to moult if the date had been any later."
The campaign will be seen on TV, online, OOH, and in store.