The TV and print effort focuses on the number of germs lurking in bathrooms and kitchens, and touts Georgia-Pacific's paper products as superior to cloth and other paper brands in removing germs and bacteria.
The Georgia-Pacific work breaks as Fallon's New York office prepares to unveil campaigns for two other clients later this month, Nikon and financial services marketer Conseco.
The work represents the first from Fallon's newly installed New York management team, made up of CEO Alison Burns, Creative Director Jamie Barrett, Planning Director John Gerzema and Design Director Neil Powell.
The Georgia-Pacific campaign touts Angel Soft bathroom tissue and Sparkle paper towels. Ads discuss the germs on such kitchen and bathroom items as a toothbrush, hand towel, even an apple.
Each of the four initial TV spots focuses around a still shot of a single object, while a soothing female voice-over talks about germs. In the background, but out of focus, sits either Sparkle or Angel Soft. That shot is kept immobile for the majority of the 30-second ad, but in the last few seconds of the spots, a simple action takes place.
Print executions consist of spreads that will run in consumer magazines.
LOOKS LIKE MEDICAL ARTICLE
The print work emulates an article in a medical journal. A Sparkle ad runs with the headline, "Eating apples that are contaminated with cryptosporidium vs. eating apples that aren't: A case for the latter."
Another Sparkle ad headline reads, "Colonization and proliferation of germs: The unexpected downside of having hands." In the ad's text, a fabric dishtowel is described as a "health spa for bacteria."
"We didn't think of it in terms of `Let's use scare tactics,' " said Mr. Barrett, adding that Fallon needed to take an unusual positioning to stand out in the crowded paper products category.
He said Angel Soft and Sparkle are often overshadowed by deeper-pocketed