Batty and Ratty campaign 1998 - 1999

Why on earth would anyone use bats and rats to advertise flowers and plants?

An advertising campaign for flowers and plants from the Flowers & Plants Association (partnered by the Flower Council of Holland) began in 1998. It used bats and a rat to remind everyone how great flowers and plants are in your home!

We discovered that men are nothing like as restrained about buying them as they were 5 or 10 years ago. Some older men are still a bit hesitant but they think young men have bottle when they are seen in public with flowers. Younger men do not see it as a problem. Women absolutely love flowers and plants, but a few still feel guilty about spending money on them. They buy cosmetics and clothes and other luxury items for the house but have not woken up to the fact that flowers are such good value. The regular buyers all say their house is not a home without flowers and plants.

Our advertising agency Ogilvy & Mather came up with the idea of showing unusual animals in their homes with flowers and plants. Why not cuddly kittens or lovely ladybirds? Because UK consumers like to be surprised by ads, and also to be made to laugh or smile. The emotions that flowers evoke together with the cuddly animals would be too much schmaltz for the Brits.

The TV ad shows some wonderful flowers all in a slightly spooky atmosphere and shadows flitting across them, with mysterious music playing. Bit by bit you realise that some flying creature is picking the flowers out of water and carrying them off. If your eyes are quick (or on the second or third viewing) you realise it is a bat. Finally the bat flies with a flower in its mouth through some high gothic arches and you see Mr and Mrs Bat cosily hanging upside down with their roof-top rafters home beautifully decorated with displays of wonderful flowers. The message then appears Anyone can make Their House a Home.

Campaign financed with the assistance of the European Community