The Work: New campaigns UK

campaignlive.co.uk, Friday, 14 January 2005 12:00AM

ONE TO LOOK OUT FOR - AUDI - LETTERS

CREDITS

Project: Letters

Client: David George, brand communications manager, Volkswagen Group

Brief: Demonstrate that Audis are made from vorsprung durch technik

Creative agency: Bartle Bogle Hegarty

Writers: Dave Chalu, Dave Lang

Art directors: Dave Chalu, Dave Lang

Planner: Darren Savage

Media agency: MediaCom

Media planner: Paul Kershaw

Production company: Blink

Director: Pleix

Editor: John McManus, Johnny Bongo

Post-production: The Moving Picture Company

Audio post-production: Bleip

Exposure: National TV

THE LOWDOWN Audi is continuing to emphasise its "vorsprung durch technik" positioning in its latest TV spot for its A6 model, called "letters". The A6, launched last March, is targeted at affluent, style-conscious urbanites - a market where it competes with BMW's 5 Series and Mercedes' E Class.

While "test", launched last September, aimed to show how "vorsprung durch technik" was the DNA of the car, the new spot shows that the car is constructed by "vorsprung durch technik". The camera pans around the slick exterior of a black model, parked on a rooftop, before the car explodes into a myriad of black geometric shapes. These travel soundless through the air, landing to form the words "vorsprung" "durch" and "technik". The ad concludes as the shapes come together, forming the car once more.

The film, directed by the French directing team Pleix, is largely constructed from still images, which were made into moving film by The Moving Picture Company.

The ad's success will be crucial to Audi's business performance; together with the Audi A3 Sportback, the new A6 was launched to help the Volkswagen-owned marque achieve an increase in global sales of 3 per cent to 100,000 units.

MULLER - BRAND CAMPAIGN

CREDITS

Project: Muller brand campaign

Client: Andrew Harrison, general manager, Muller Dairy UK

Brief: Break the conventions of the yogurt market to give people an

appetite for life

Creative agency: TBWALondon

Writer: Carol Haig

Art director: Phil Martin

Planner: Neil Hourston

Media agency: ZenithOptimedia

Media planner: Matt Thomas

Production company: The Paul Weiland Film Company

Director: Jeff Thomas

Editor: John Smith, The Whitehouse

Post-production: The Mill

Exposure: National TV, press, posters

THE LOWDOWN

Cashing in on the annual "lose weight, get fit" panic that sweeps the nation in January, TBWALondon is launching a campaign to encourage people to "lead a Muller life".

The ads mark both TBWA's Muller debut and the first overall branding work for the dairy producer. It will set the tone for all future campaigns.

Rather than aiming at the traditional market of 45- to 64 year-old women (the main consumers of yogurt), this campaign is designed to have universal appeal. The lively spot shows a city of people dancing crazily to the Nina Simone track I Got Life and ends with people devouring various Muller products.

Muller is the UK market leader, with brands such as Fruit Corner and Mullerlight giving the company a 39 per cent market share. However, Nestle's and Danone's recent yogurt acquisitions have put them in challenging positions. Last year, Nestle relaunched the newly bought Ski, investing ú8.5 million in the brand.

DOMESTOS - MILLIONS OF GERMS WILL DIE

CREDITS

Project: Millions of germs will die

Clients: Sean Gogarty, brand development director; Marcos Angelini,

marketing manager, Unilever

Brief: Show the germ-killing power of Domestos

Creative agency: Lowe

Writer: Jason Fretwell

Art director: Greg Milbourne

Planner: Anna Price

Media agencies: Initiative, MindShare

Media planner: Ian Tunbull

Production company: Passion Pictures

Director: Russell Brooke

Exposure: National TV, press, posters, radio

THE LOWDOWN

Lowe London has lined up an all-star cast of Hollywood actors for its new Domestos campaign. Harvey Keitel, Christian Slater and Willem Defoe star as the voices of animated germs. In the ads, a germ delivers an embittered mafioso-style monologue before it is killed. A voiceover warns: "Millions of germs will die."

The campaign continues Domestos' fightback after the market-leading brand was blamed for contributing to Unilever's poor financial results. Unilever backed Domestos with a ú12 million budget and launched brand extensions such as Pink Power to reinvigorate the sector.

DIET COKE - DIET COKE

CREDITS

Project: Diet Coke

Clients: Jayne Lawrence, senior brand manager; Michael Dick, head of

consumer communications, Coca-Cola GB

Brief: Extend Diet Coke's appeal beyond its core female market and

reposition it as a lifestyle brand

Creative agency: Vallance Carruthers Coleman Priest

Writer: John McLaughlin

Art directors: Mark Orbine, Steve Vranakis

Planners: Charles Vallance, Zoe Hamilton

Media agency: Vizeum

Media planners: Clare Peters, Matthew Hook

Production companies: Outsider, Moonlighting

Directors: Henrik Sundgren, Acne

Editor: Bill Smedley, The Quarry

Post-production: The Mill

Exposure: National TV, cinema

THE LOWDOWN

The Diet Coke hunk has well and truly retired, only to be replaced by a tortoise in a major change of direction that sees the brand targeting men as well as women.

The new campaign is the first from Vallance Carruthers Coleman Priest and is supported by a 50 per cent increase in marketing spend by Coca-Cola. It focuses on how Diet Coke can enhance a fun lifestyle.

A tortoise with a can of Diet Coke inexplicably glued to his back is featured skateboarding, playing football and visiting an art gallery. His message at the end of the TV spot is a seemingly ironic one: "Live fast, love life and feel good in your shell."

Diet Coke has doubled in size during the past ten years to become the UK's fastest-growing FMCG brand. Its sales exceeded those of Coca-Cola in grocery for the first time in 2003.

VOLKSWAGEN - GOLF GTI PRE-LAUNCH CAMPAIGN

CREDITS

Project: Volkswagen Golf GTi pre-launch campaign

Client: Catherine Woolfe, communications manager, small cars, Volkswagen

UK

Brief: Announce the imminent arrival of the Golf GTi, building

anticipation and excitement, and drive online orders pre-launch

Creative agency: Tribal DDB

Writer: Ben Clapp

Art directors: Stephen Reed, Ben Clapp

Account director: Anna-Louise Gladwell

Media agency: Tribal DDB

Media planner: Nicki Willoughby

Production company: Tribal DDB

Exposure: Online

THE LOWDOWN

Last year, the enduring Volkswagen Golf GTi was named the greatest car of all time in a poll published by Auto Express, beating off competition from British classics such as the Mini and the Land Rover.

VW has invested heavily in digital activity to generate sales of the car's fifth incarnation with a pre-launch campaign from Tribal DDB which features a series of interactive ads designed to drive people to a website. featuring a "virtual" 3-D Golf GTi. Visitors are encouraged to explore the car, experiencing the power, handling, drive and styling, as well as requesting a test drive and locating VW retailers. Quite what makes this a pre-launch is slightly confusing - the car went on sale last December. Another example of German efficiency in operation?

FORD FOCUS - LAUNCH

CREDITS

Project: Ford Focus launch

Client: Murat Yalman, vice-president of marketing, Ford of Europe

Brief: Communicate the improved build of the new Ford Focus

Creative agency: Ogilvy & Mather

Writers: James Sinclair, Tobias Schelo

Art director: Martin Ningl

Media agency: MindShare

Director: Paul Goldman

Production company: 2AM Films

Exposure: National TV

Media agency: Carat

Media planner: Emma Sheehan

Production company: Academy

Director: Walter Stern

Editor: Rick Russell, Final Cut

Post-production: The Mill

Exposure: TV, cinema, radio and posters

THE LOWDOWN

A pretentious fashion director is the star of two new ads promoting the recently updated Ford Focus model.

Created by Ogilvy & Mather, the ads for the UK's top-selling car continue the theme of previous Focus ads, extolling the car's quality.

The first spot in the campaign features the fashion chief getting into the wrong car. Once he's sat in the Focus, he immediately wants one. A follow-up spot features the same character taking delivery of the car and expounding on life before and after Ford.

DfT - LUCKY

CREDITS

Project: Lucky

Client: Jo Rushton, head of transport publicity, Department for

Transport

Brief: Decrease the social acceptability of speeding in 30mph zones

Creative agency: Abbott Mead Vickers BBDO

Writers: Andy McKay, Mary Wear

Art directors: Andy McKay, Mary Wear

THE LOWDOWN Last year the number of UK road deaths exceeded 3,500 - the first time it has topped this figure since 1997. To remind drivers of the consequences of exceeding the 30mph speed limit by just 10mph, the Department for Transport has commissioned a new campaign.

"Lucky" opens with a shot of a schoolgirl lying dead at the side of a suburban road. While the girl's voiceover explains that pedestrians hit at 40mph have an 80 per cent chance of death, her bruised skin and broken arms appear to heal, and she's invisibly dragged back into the middle of the road. She then suddenly jolts back to life, gasping for air, and the voiceover informs us that hit at 30mph, 80 per cent of road-traffic victims survive. The spot ends with the line: "It's 30 for a reason. Think!"

VIRGIN HOLIDAYS - WHATEVER IT TAKES

CREDITS

Project: Whatever it takes

Client: Helena Patrinos, head of marketing, Virgin Holidays

Brief: Get families to book their 2005 summer holiday with Virgin

Holidays

Creative agency: Kitcatt Nohr Alexander Shaw

Writer: James Vigar

Art director: Paul Surety

Planner: Amanda Griffiths

Media agency: Manning Gottlieb OMD

Media planner: Peter Edwards

Production company: Blink

Director: Brian Baderman

Editor: Amanda Perry, Peep Show

Post-production: Glassworks, Blue Post Production

Audio post-production: The Bridge

Exposure: National TV

THE LOWDOWN

In a UK market that topped ú40 billion last year, tour operators are having to adapt to survive, as holidaymakers demand more from their two weeks in the sun.

A new campaign for Virgin Holidays takes the company's "whatever it takes" message to what is hopefully its final conclusion. An overweight Scandinavian, dressed in toilet roll, bursts into a travel agent and starts removing strips of paper to a Middle Eastern bellydancing soundtrack while rattling off a litany of his holiday demands. Dressed only in his Y-fronts, he asks: "Am I going to get what I want, or am I going to have to take the big gun out?" His blushes and the nation's collective dinner are spared by a copy of Virgin Holidays' 2005 brochure.

LAND ROVER FREELANDER - IT'S A LOT TO LIVE UP TO

CREDITS

Project: It's a lot to live up to

Client: Dorian Leroy, Freelander global communications manager, Land

Rover

Brief: Reinforce Freelander's status as the authentic compact 4x4

Creative agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: Zac Ellis

Art director: Richard Littler

Planner: David Golding

Media agency: MindShare

Media planner: Stephen Kench

Production company: Partizan

Director: Dominic Murphy

Editor: Lisa Gunning

Post-production: The Mill

Audio post-production: Wave

Exposure: National TV

THE LOWDOWN

Forget the stereotypical image of 4x4 drivers as Chingford ladies who lunch. The latest campaign for the Land Rover Freelander aims to reassert the adventurous heritage of the vehicle as a credible car for men who off-road.

The TV ad - which introduces the endline: "It's a lot to live up to" - visualises the notion that if you drive a Freelander, people will expect you to be able to resolve any situation the world can throw at you. In this instance, our Freelander driver is picked out from the crowd to deal with an escaped tiger.

The battle for market share in the 4x4 sector has never been fiercer. Once the undisputed number one, Freelander is now under threat from Japanese models such as the Toyota RAV4i, and needs to bolster sales.

This article was first published on campaignlive.co.uk

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