Oscar-winning Aardman Animation has worked with Didsbury's BDH\TBWA to create Mr Power Pritt - the star of a major advertising campaign to launch Henkel Consumer Adhesives' new Power Pritt Stick.
As well as working on the hit Wallace and Gromit animations, Aardman also worked on the Creature Comforts series of advertisements for British Gas.
Three films have been produced, the first of which - to launch the Power Pritt product globally - features the traditional Mr Pritt transforming into the new character, before flexing his muscles and showing off his newly-acquired extra strength. Another shows the character breaking free from a web of liquid glue.
In addition to the Power Pritt executions, BDH\TBWA has used Aardman to produce a new commercial for the Pritt Correction Roller. The ad features an illustration of a tired, unshaven face. The Correction Roller then rolls over it, `shaving' the bristles, and transforming it into a beaming, clean-cut expression.
Paul Keen, account director at BDH\TBWA, said: "Pritt has always produced ground-breaking products, and has clear values of innovation and creativity.
"We wanted to reflect these, and keep the charm of the Mr Pritt character as a central theme."
Lutz Paulus, director for international product management at Henkel Consumer Adhesives, said: "BDH\TBWA has created an engaging new character for Power Pritt, tapping into the brand's values and bringing the product to life."
Scott Pleydell-Pearce, Aardman CGI animation team leader said: "It was crucial not to make the character appear too arrogant and aggressive, so we took the approach that he was slightly tongue-in-cheek about the whole thing.
"He wasn't allowed to take himself too seriously.
"So there is lots of `hamming it up', cheeky smiles and knowing winks to the camera."
The new campaign, which was devised by BDH creatives Gary Hulme and Danny Brooke-Taylor, will be launched world-wide at the end of this month. Tweet
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