Malibu Radio PINEAPPLE by Publicis Conseil Paris

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Industry Rum
Media Radio
Market France
Agency Publicis Conseil Paris
Creative Director Olivier Altmann, Marc Labrosse
Account Supervisor Philippe Horeau, Pascal Dubreuil
Released November 2004

Credits & Description

Advertising Agency: PUBLICIS CONSEIL, FRANCE, Paris
Creative Director: Olivier Altmann/Marc Labrosse
Scriptwriter: Marc Labrosse
Account Supervisor: Philippe Horeau/Pascal Dubreuil
Advertiser's Supervisor: Patrick Mispolet/Hugues Pietrini/Elodie Delplace/Nathalie Ohier
Sound Engineer: François Blot

Script in English

VO: (in a documentary style) In Barbados, it is said that the word “pineapple” comes from the Guarani Indians language, “nana nana”; “nana nana” meaning fruit and signifying excellence. In Barbados, it is also said that pineapple is the king of fruits because God put a crown on it’s head.

Anncr: Malibu. Seriously easy going. Malibu is now available in pineapple. For your health, avoid excessive alcohol.
Script in Orginal Language

Voix: (façon documentaire) À La La Barbade, on dit que le mot “ananas” viendrait du langage des Indiens Guaranis, “nana nana”; “nana nana” désignant un fruit et signifiant excellent. À La Barbade, on dit aussi que l’ananas est le roi des fruits car Dieu lui a mis une couronne sur la tête.

Voix off: Malibu. Sérieusement Aillerus. Malibu existe maintenant à l’ananas. Pour votre santé, attention à l'abus d'alcool.
Brief Explanation

Within the strict boundaries of ‘a dark market’ legislation, the campaign was created to introduce the Malibu ‘seriously easy going’ concept on French radio. The creative idea consists of twisting the documentary style by adding Caribbean spirit and effects to straight, almost encyclopaedical information.