creative impulse

In a new pounds 1m print campaign for Speedo swimwear, Grey has enlisted the help of top swimmers Alex Bennett and Nick Gillingham to highlight the benefits of swimming. The first execution shows Bennett underwater, in a foetal position, and the text informs us that "Speedo engineer their suits to give maximum flexibility, making swimming as relaxing and stress- free as the day you were born." A second features Gillingham swimming in an air bubble, with text that claims: "Our bodies couldn't be more at home in water. Unless, of course, they're wearing Speedo." The spots are appearing in specialist sports and general interest magazines.

The client: Speedo International

Mark Hammersley, president

In the UK we're known as a brand associated with the Olympics, competition and hard-edged things like that. That can produce a good trickle-down effect, making us an aspirational brand, but it's intimidating for some as well. We wanted a campaign that would be an antidote to that, and that would speak to people who aren't going out to do their personal best.

We wanted to talk about how good water feels, which came out of research we'd done where respondents talked about the feeling of freedom that water gave them. We decided to capitalise on that, and present ourselves as a brand that, above all other sports brands, understands water.

The agency: Grey Communications

Kay Truelove, copywriter

We wanted to say that you don't have to be a top-class swimmer to wear this make, by showing that its design can benefit any swimmer. Swimming in a Speedo costume is actually better for you than swimming without your clothes on, and will make the experience more pleasurable.

We used two Olympic swimmers - rather than models - because we wanted people who would look completely relaxed in water. However, we didn't name them in the ads, so as not to reintroduce the competitive element that we wanted to lose.

Speedo feels it is at the top, with no real competition, and so felt it could take this opportunity to show people how being in water can relax you in a stressful world. What the ads are saying is that no matter how often or how seriously you swim - whether it's every week at the local pool or once a year when you go on holiday - if you do it in a Speedo swimsuit, you'll be really at one with water. This moves us on from the competitive stuff we've done before, but enables us to keep our old end- line "Speedo. Born in the water"n

Travel
travel
News
Tim Vine has won the funniest joke award at the Edinburgh Festival 2014
peopleTim Vine, winner of the Funniest Joke of the Fringe award, has nigh-on 200 in his act. So how are they conceived?
Sport
sportBesiktas 0 Arsenal 0: Champions League qualifying first-leg match ends in stalemate in Istanbul
News
Jamie and Emily Pharro discovering their friend's prank
video
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn evocation of the conflict through the eyes of those who lived through it
Sport
Manchester United are believed to have made a £15m bid for Marcos Rojo
sportWinger Nani returns to Lisbon for a season-long loan as part of deal
News
news
News
i100
Arts and Entertainment
O'Toole as Cornelius Gallus in ‘Katherine of Alexandria’
filmSadly though, the Lawrence of Arabia star is not around to lend his own critique
Life and Style
fashion
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Digital Project Manager / Web Project Manager

£45-50k (DOE) + Bonus & Benefits: Guru Careers: We are seeking an experienced ...

Account Manager

£30 - 35k + Benefits: Guru Careers: We are seeking an Account Manager to join ...

Social Advertising Manager / Social Media Manager

£Excellent + Benefits: Guru Careers: A Social Advertising Manager / Social Med...

Web Developer / Front End Web Developer

£30 - 35k (DOE): Guru Careers: A Web Developer / Front End Web Developer (PHP ...

Day In a Page

Ferguson: In the heartlands of America, a descent into madness

A descent into madness in America's heartlands

David Usborne arrived in Ferguson, Missouri to be greeted by a scene more redolent of Gaza and Afghanistan
BBC’s filming of raid at Sir Cliff’s home ‘may be result of corruption’

BBC faces corruption allegation over its Sir Cliff police raid coverage

Reporter’s relationship with police under scrutiny as DG is summoned by MPs to explain extensive live broadcast of swoop on singer’s home
Lauded therapist Harley Mille still in limbo as battle to stay in Britain drags on

Lauded therapist still in limbo as battle to stay in Britain drags on

Australian Harley Miller is as frustrated by court delays as she is with the idiosyncrasies of immigration law
Lewis Fry Richardson's weather forecasts changed the world. But could his predictions of war do the same?

Lewis Fry Richardson's weather forecasts changed the world...

But could his predictions of war do the same?
Kate Bush asks fans not to take photos at her London gigs: 'I want to have contact with the audience, not iPhones'

'I want to have contact with the audience, not iPhones'

Kate Bush asks fans not to take photos at her London gigs
Under-35s have rated gardening in their top five favourite leisure activities, but why?

Young at hort

Under-35s have rated gardening in their top five favourite leisure activities. But why are so many people are swapping sweaty clubs for leafy shrubs?
Tim Vine, winner of the Funniest Joke of the Fringe award: 'making a quip as funny as possible is an art'

Beyond a joke

Tim Vine, winner of the Funniest Joke of the Fringe award, has nigh-on 200 in his act. So how are they conceived?
The late Peter O'Toole shines in 'Katherine of Alexandria' despite illness

The late Peter O'Toole shines in 'Katherine of Alexandria' despite illness

Sadly though, the Lawrence of Arabia star is not around to lend his own critique
Wicken Fen in Cambridgeshire: The joy of camping in a wetland nature reserve and sleeping under the stars

A wild night out

Wicken Fen in Cambridgeshire offers a rare chance to camp in a wetland nature reserve
Comic Sans for Cancer exhibition: It’s the font that’s openly ridiculed for its jaunty style, but figures of fun have their fans

Comic Sans for Cancer exhibition

It’s the font that’s openly ridiculed for its jaunty style, but figures of fun have their fans
Besiktas vs Arsenal: Five things we learnt from the Champions League first-leg tie

Besiktas vs Arsenal

Five things we learnt from the Champions League first-leg tie
Rory McIlroy a smash hit on the US talk show circuit

Rory McIlroy a smash hit on the US talk show circuit

As the Northern Irishman prepares for the Barclays, he finds time to appear on TV in the States, where he’s now such a global superstar that he needs no introduction
Boy racer Max Verstappen stays relaxed over step up to Formula One

Boy racer Max Verstappen stays relaxed over step up to F1

The 16-year-old will become the sport’s youngest-ever driver when he makes his debut for Toro Rosso next season
Fear brings the enemies of Isis together at last

Fear brings the enemies of Isis together at last

But belated attempts to unite will be to no avail if the Sunni caliphate remains strong in Syria, says Patrick Cockburn
Charlie Gilmour: 'I wondered if I would end up killing myself in jail'

Charlie Gilmour: 'I wondered if I'd end up killing myself in jail'

Following last week's report on prison suicides, the former inmate asks how much progress we have made in the 50 years since the abolition of capital punishment