Reach relaunches as agency changes its name

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AUCKLAND, Today: Eighties icon Mr Reach (he of the flip-top head cartoon) has been reimagined, and is fronting the relaunch of Reach Oral Care in New Zealand with a diverse multimedia campaign including two new animated TV commercials.

Reach is owned by LG Household & Healthcare in Korea and distributed in New Zealand through fmcg company Pavé NZ . Art & Industry (the advertising agency formally known as Gunroom) developed the campaign and Yukfoo crafted the animation and illustration. 

Daniel Crayford, the creative director of Art & Industry, said it was a privilege to reintroduce and develop the character for a new generation.

“Everyone one of a certain age remembers the ‘flip-top head’ ad, and the character of Mr Reach carries a lot of goodwill,” Crayford said.

“Most advertising for toothbrushes and toothpaste is about shiny happy people and technical waffle – but with Mr Reach we’re able to bypass all the clichés and give people something fun to watch.”

“Gunroom changed its name in light of the tragic events in Christchurch.”

One of the most distinctive elements of the original commercial was the voice of the narrator. “Rather than try and get someone to do an impression of the original voice, we tracked down a natural sound-alike – New Zealand actor Norman Forsey (aged 82) in Christchurch, who delivered the story with his distinctive theatrical gravitas.

“Norman has a long history of playing wise old men in shows such as Xena, Hercules and Lord of the Rings.”

Pavé marketing director Mat Hamlin said: “To be trusted by LG to resurrect Mr Reach using local agencies was amazing. To do him justice required the right partners and working with Art & Industry, Yukfoo and Independent Media New Zealand has produced a brilliant campaign”.

Art & Industry were established in Auckland in seven years ago, and are best known as the agency for Trustpower, winning the New Zealand Marketing award for Long Term Marketing Excellence in 2018. Then trading as Gunroom Limited, the agency decided to change its name in light of the tragic events in Christchurch earlier this year.

“It’s a relief to get rid of the old name, and have something that more accurately describes what we do” says Daniel Crayford.

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