This ad plays on a nostalgic element for the older generation using an 'Audrey Hepburn' look-a-like (done through CGI); a famous actress active during Hollywoods 'golden age'. It could also be argued that Galaxy are trying to create a subconscious link with the consumers between their chocolate and an icon. Celebrated for her style, beauty and charitable work it is clear why Galaxy are using her image to sell their product. Mike McGee (creative director) states they chose Audrey as she 'represents heritage, classiness and elegance' and that 'it made sense for Galaxy to communicate its “silk, not cotton” branding through these qualities.' The tagline 'Why have cotton when you can have silk?' relates to the narrative of the ad when she gets into a fancy 'silk like' from the over crowded 'cotton like' bus'. This is also and an emotive use of copywriting as McGee states the silk also refers to the silk 'elegant' qualities of the late Hepburn.
For me, because of this ad, I now associate Galaxy chocolate with this ad and an Audrey Hepburn elegance and regency with it. In my mind I would definitely say Galaxy is a ore sophisticated type of chocolate in comparison to other mainstream brands such as 'Mars' or 'Twix'. Therefore I feel this ad has definitely worked on me. However, for older generations who have grown up watching Audrey Hepburn films might find it harder to associate the two and as a result making the ad unsuccessful to that demographic; which the company may have been trying to appeal to by using a famous icon from their youth.
credits:
Director: Daniel Kleinman, Rattling Stick
• Companies involved: Mars/Galaxy (brand), AMV BBDO (agency) and Framestore (VFX)
• Length of the project: two months’ R&D; five months’ post production
• Core team size: 12 artists
• Permissions: Audrey Hepburn™ © 2013 Sean Hepburn Ferrer and Luca Dotti. All rights reserved.
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