NOBBY AND HIS...ER...BIG BLUE PIPE

'When producers want to know what the public wants, they graph it in curves. When they want to tell the public what to get, they say it in curves.' Marshall McLuhan, media expert, accurately described the blunt instruments of the ad man's trade before his death 15 years ago.

Today, whatever the merits, nudity is still speaking louder than words. Examples of its use abound - the last few months alone have seen flesh shots underpin campaigns for Wonderbra, the Edinburgh Health Club and Haagen Dazs ice cream, to name but three.

Despite this long-standing and widespread use of nudity, few people anticipated that a manufacturer of plastic industrial pipes would follow the trend when advertising its products. Perhaps fewer would have predicted that the advertisements would turn the tables on the politically correct, featuring scantily-clad male pipe-layers wearing a hard hat and a grin.

Pipe advertising has tended to be at best conservative, at worst deadly dull. So there was surprise and, in a small minority of cases, shock, when Hepworth launched its new pressure pipeline, HEP30, using a series of what it describes as 'tastefully shot male nudes' accompanied by such stunningly subtle slogans as 'Size is Important' and 'HEP30 prevents premature excavation'. Hepworth claims a tradition of relative innovation in its advertising approach. However, this approach represented a departure from the norm even for them. That, says the company, was the intention. The copy and images reflected a carefully developed strategy.

Nick Gale, director and marketing manager at Hepworth, explained the company's approach. 'The advertisements needed to make an impact and to grab attention. HEP30 was a quality product. If offered low whole-of-life-costs, reductions in leakage, and high and consistent water quality. But it was also a new product, produced with a new materials technology. And it was being sold to a traditionally cautious target audience.'

Hepworth wanted the advertising campaign to do three things. First, announce the launch of HEP30 and in so doing publicise Hepworth's return to this market.

Second, force a reassessment of current pressure pipe system materials - it was important to provoke target audiences (primarily specifiers of pressure piping systems and senior managers in installation companies) into reassessing their beliefs and prejudices.

Finally, the advertisements needed to position Hepworth and HEP30 as innovators in the market.

Each of these objectives demanded immediate stand-out for the campaign. The 'nudity option' obviously had the advantage over subtlety. At the same time, it was important not to irritate the primary target audiences by confronting them too directly. And Hepworth wanted to avoid offending the sensitivities of some of the political and regulatory groups with which they deal as part of their day-to-day activities. It was therefore decided to use nudity but in an 'acceptable' way. The right way was felt to be a roguish, tongue-in-cheek style.

Achieving this roguishness demanded the right model. Hepworth and its agency, CMEKHBB, felt that a builder's belly and memorable smile might allow Hepworth to get away with what was potentially a difficulty approach. The idea of scouring male model portfolios in search of 'Nobby', the perfect pipe man, was soon cut short following Martin Knight's appearance at CMEKHBB's offices. Martin had been contracted by the advertising agency to undertake a partitioning job. Once he had been spotted by CMEKHBB's creative team, he was asked to pose for test shots for the campaign. Hepworth was so delighted with Martin's photos that he was asked to feature as one of the models in the real campaign!

Nick Gale stresses that careful steps were taken to research the proposed approach to ensure that it would achieve impact without causing offence. 'We developed the campaign over time with our agency, CMEKHBB, and were careful to test market response throughout.

'For example, we took views at both of the major political party conferences in October; we spoke to representatives of a number of women's groups; we ran the advertisements past users and readers of the trade press; and we showed the ads to the "man and woman in the street". One or two concerns were expressed, but the response was so overwhelmingly positive that we were convinced the advertisements would achieve their objectives.'

Gale continued: 'Our research confirmed much of what we felt about the campaign. The use of the male nude was provocative. It was an arresting visual which provoked a response and made an impact. But research showed that nudity per se was not felt to be offensive. Through the use of a talented photographer and 'cheeky' humour, we achieved a balance that did not offend. The approach also demonstrated all the product's attributes.'

More important than the debate about the HEP30 advertisements is their effectiveness. Gale claims that Hepworth's confidence about the campaign has proved well-founded. 'It has undoubtedly created interest in the product.

'The advertisements were placed in a number of leading trade publications and a poster campaign was used at the IWEX show at the NEC in November.

'Reaction was overwhelmingly positive. Admittedly, some publications were apprehensive about running the campaign. And we received a very small number of letters expressing concern at the nature of the copy and images used.

'We obviously regret this, as we neither intended, or expected, to offend. But I should say that we have also been asked if we intend to produced posters or calendars!'

Gale is adamant that Hepworth will continue to invest in provocative advertising if that is what best meets the needs of the product. 'We are proud of our track record of eye-catching advertisements.

While we would never run the risk of damaging our reputation through offensive advertising campaigns, we are committed to maintaining and strengthening our sector leadership through strong campaigns relevant to the product and to the company's position,' he explained.