Spirit Integrated Communications…

Spirit Integrated Communications has created a television campaign for the launch of Procter & Gamble’s new Hugo Boss fragrance, Baldessarini. The launch forms part of a pan-European £6.2m advertising push. The ad plays on the theme of the legend of Excalibur. Three young men make unsuccessful attempts to pick up a bottle of Baldessarini from a stone. However, an older man strolls onto the scene and is able take the bottle with ease. The ad ends with the tagline: ‘Separate the men from the boys’. Ali Mirza, the Spirit managing partner, says the ad was only intended to run in continental European markets, but P&G extended it to the UK after positive reactions in testing. The campaign rolls out this week with media buying by MediaCom.