Twycross Zoo, made famous by the chimpanzees in the PG Tips TV commercials, is to launch a new media campaign of its own created by advertising agency Golley Slater.

The commercial for the Leicestershire attraction, is based on the agency’s new positioning strapline for the venue ‘Bring out the animal in you’ and is soundtracked with the children’s song Going To The Zoo.

It comes after Golley Slater, based at Fort Dunlop, won the business for the visitor attraction in a five-way pitch.

The commercial, which will air from April 8, was directed by Ben Tonge whose previous work includes John Smiths and Chicago Town Pizza.

Andy Walton, managing director of Golley Slater Birmingham, says the commercial reflects the effect the zoo has on people.

He said: “You get great access to the animals at Twycross, and it sends kids a little bit wild. In the ad, kids hold up boards with animals’ heads on – so they almost become the animals. It looks very different – especially for the zoo sector.”

Twycross Zoo, set over 40 acres, opened in 1963 and has grown into one of the major British zoos, attracting more than 500,000 visitors per year.

It houses more than 1,000 animals with over three-quarters officially classed as endangered species.

In another new campaign, the Birmingham agency is working with Birmingham band Scarlet Harlots to promote their debut EP release, Word is Bone, Back is Strong, which is out Easter Monday.

Golley Slater is providing PR support for the band’s national tour.

Andy Roberts, from Golley Slater, said: “The band is really attracting a lot of interest from various corners of the music industry so we’re helping to keep the buzz going via the press and online.

“They are currently packing out venues up and down the country which means that the launch of the EP is bound to be a success. They’re a great, cutting edge outfit and have a long future ahead of them so obviously we’re really pleased to be working with such a promising local act.”

Geoff Foulkes, Scarlet Harlot’s guitarist and co-songwriter said: “We’ve worked with Andy in the past and as we’re just finding our feet in the music industry, with so many different people offering us a million different things, it’s a bonus that we can relax knowing that we can trust Golley Slater to deliver the most appropriate PR.”