The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 18 November 2005 12:00AM
ONE TO LOOK OUT FOR - Vodafone - Under the tree Project: Under the tree Clients: David Wheldon, global director, brand and customer experience; Colin Clarke, head of global advertising, Vodafone Brief: Celebrate Christmas by encouraging people to bring their world together with a 3G phone Creative agency: Bartle Bogle Hegarty Writers: Nick Gill, Ewan Paterson Art directors: Nick Gill, Ewan Paterson Planner: Matthew Palmer Media agency: OMD Media planner: Michael Aneto Production company: MJZ Director: Lenard Dorfman Editors: Richard Orrick, John Smith, The Whitehouse Post-production: The Moving Picture Company Audio post-production: Wave Studios Exposure: National TV
Bartle Bogle Hegarty has developed a TV ad to kick-start a major Christmas campaign for Vodafone's 3G offering.
The ad is a continuation of BBH's "make the most of now" idea. Highlighting Vodafone's products and services, the creative is based on the proposition that Vodafone can help its customers make better use of their time. It is running globally as a 30- and 60-second spot.
The ad, "under the tree" starts with a young girl walking through a snowy forest. She is joined by an eclectic range of people, from musicians to sporting stars. The footballer Ruud van Nistelrooy and the Formula One racing driver Michael Schumacher, both of whom benefit from Vodafone sponsorship, are included in the group. They join the others under a huge fir tree and, as they all turn their phones on, the scene is lit up with dozens of tiny lights.
The soundtrack was composed for the ad and the track will be released as a single in the UK before Christmas.
Vodafone has 55 million customers worldwide and is the biggest mobile network in the UK.
TESCO - TESCO CHRISTMAS Project: Tesco Christmas Client: Paula Withell, brand marketing manager, Tesco Brief: Create a campaign to highlight the innovation at Tesco this Christmas Creative agency: Lowe London Writers: Sam Cartmell, Liam Butler Art directors: Jason Lawes, Matt Allen Planner: Nicole Dwyer Media agency: Initiative Media planner: Danny Donovan Production companies: The Paul Weiland Film Company (non-food items), Park Village (food items) Directors: Susie Robeson (non-food items), Charlie Stebbings (food items) Editors: Tim Fulford, Cut & Run (non-food items), Kate Owen, Marshall Street Editors (food items) Photographer: Colin Campbell Media (press ads) Exposure: National TV, outdoor, press
Tesco is using the simplistic style and humour of its existing advertising campaign in an attempt to replicate last year's impressive Christmas sales performance.
The new ads, by Lowe London, use the now-distinctive Tesco ad style and feature products with amusing narratives by celebrities. One ad promotes Tesco's ultra-slim Christmas tree. The voiceover, by Frank Skinner, says: "Yes, it's elegant, it's trendy and it's space-efficient. But, best of all, it makes your presents look bigger."
The TV ads are backed by print work including one for its pork, almond and apricot parcels. The copy reads: "Stuffing parcels. Pork, almond and apple. Wrapped in bacon. OK, it's lazy. But you'll probably be wrapping enough things this Christmas."
Last year, Tesco reported that sales grew 7.6 per cent in the seven weeks to Christmas.
ARIEL - TRINITY Project: Trinity Client: Martin Stead, Ariel brand manager, Procter & Gamble Brief: Make her feel the Ariel difference Creative agency: Saatchi & Saatchi Writer: Matthew Skolar Art director: Philippe Fass Planner: Sahar Shaker Media agency: ZenithOptimedia Media planner: Emma Blake Production companies: Production International, Outsider Director: Jorn Threlfall Editor: Joe Parsons, The Whitehouse Post-production: Blue Exposure: National TV
Procter & Gamble is backing Ariel's relaunch with a TV campaign focusing on the feeling people get from being clean. The campaign, by Saatchi & Saatchi, involves three executions. It is part of a multimillion-pound investment by P&G aimed at boosting stagnant sales.
Each ad features a different feeling. The first focuses on the "pure clean" feeling associated with Ariel Biological. It shows a woman squeezing a lime and looking at a cloud and a child wrapped in a white sheet.
The second spot, for Ariel Colour and Style, features the colour red and its association with vibrancy and confidence. The final ad features children holding hands and playing in a lake to highlight the idea of gentleness.
TRANSPORT FOR LONDON - SAFER TRAVEL AT NIGHT Project: Safer travel at night Client: Chris Townsend, director of group marketing, Transport for London and Greater London Authority Brief: Reduce the number of sexual assaults carried out by illegal minicab drivers Creative agency: TBWALondon Writer: Michael Burke Art director: Steve Williams Planner: Emily James Media agency: Mediaedge:cia Media planners: Christopher Dennis, Anna Winsbrew Photographer: Steve Teague Retouching company: FEP Exposure: Print, radio
TBWALondon is continuing its campaign for Transport for London and the Greater London Authority to dissuade people from using illegal minicabs in London.
Targeting 16- to 30-year-old women, the print ad "safer travel at night" features the silhouette of a woman and tells readers: "If you want to know the true cost of an illegal minicab, ask a rape victim."
The ad runs with the strapline: "Know what you're getting into." Two radio ads following a similar theme support the press work.
In the past year in London, 214 women were sexually assaulted after getting into illegal minicabs, according to figures released by the Metropolitan Police.
BATCHELORS CUP A SOUP - CUP A SOUP JAR Project: Batchelors Cup a Soup Jar Client: Nicola Richardson, senior brand manager, Batchelors Cup a Soup Brief: Get people to drink Cup a Soup more frequently Creative agency: Delaney Lund Knox Warren & Partners Writer: Richard Holmes Art director: Remco Graham Planner: Anna Hutson Media agency: ZenithOptimedia Media planner: Howard Titley Production company: Independent Director: Maggie Zackheim Exposure: National TV, press
Delaney Lund Knox Warren & Partners' work for Batchelors Cup a Soup supports the launch of the new jar of instant soup.
As part of a £5 million investment, the TV spot continues the "Great big hug in a mug" campaign launched in January last year. The ad features multiple blue furry arms, which leap out of a plane and float down on to the shoulders of chilly parents who are watching a children's football match. The arms give the parents a hug as they take the first sip of their Cup a Soup.
A press ad shows the five parachuting blue hugs holding the Batchelors Cup a Soup 12-serving jar.
Batchelors has a 69 per cent share of the £70 million instant dry soup market.
DAIMLERCHRYSLER - 300C LAUNCH Project: 300C launch Client: Steve Gray, marketing director, DaimlerChrysler Brief: Keep early orderers of the new 300C warm until launch Creative agency: Barraclough Edwards Chamberlain Writers: Chris Barraclough, Jon Allen Art director: Steve Edwards Planner: Jane Cave Photographer: In-house Retouching: Martin Irish Exposure: Direct mail to people who have placed an order for the car
DaimlerChrysler is supporting the UK launch of its 300C luxury saloon with a high-value direct mail piece.
Barraclough Edwards Chamberlain has developed an A3 booklet for people who placed early orders for the car. It is designed to reassure them about their purchase and so prevent them from cancelling their order in the months before they receive their car.
The booklet has a matt black cover with the text "stand out from the crowd" in bold silver lettering. It contains interior and exterior shots of the car. The creative is built around the idea that to buy the car is to make a statement by choosing something different from standard executive saloons, such as the BMW 3 Series and the Mercedes E-Class.
BEN & JERRY'S - DUBLIN MUDSLIDE Project: Dublin Mudslide Client: Helen Jones, general manager, Ben & Jerry's Brief: Advertise specific Ben & Jerry's flavours Creative: agency: Fallon Writer: Adrian Lim Art director: Steve Williams Planner: Kirsty Saddler Media: agency: MindShare Media planner: Andreas Nicolao Production company: Airside Director: Airside Exposure: UK cinemas
Fallon has created a somewhat unseasonal cinema campaign for Ben & Jerry's that aims to introduce the brand's new Dublin Mudslide flavour. It is also designed to cement its relationship with cinema audiences: half of all Ben & Jerry's outlets are located in cinema foyers.
The animated campaign celebrates the brand's new flavour, and opens on a shot of three Ben & Jerry's cows grazing on pea-green, rolling countryside. When the Irish folk music starts up, the three heifers break into a bovine jig, which somehow triggers an avalanche of Irish cream and cookie-flavoured ice-cream.
A second spot to launch a low-fat frozen yoghurt range will break in January.
MCDONALD'S - COFFEE Project: Coffee Client: McDonald's Brief: Get people who like "real coffee" to put McDonald's on their consideration list Creative agency: Leo Burnett Writers: Ed Morris, Trevor Webb Art directors: Ed Morris, Trevor Webb Planner: John Harrison Media agency: OMD Media planner: Rebecca Burke Illustrator: Anthony Burrill Exposure: National outdoor sites
To battle the popularity of coffee shop chains such as Starbucks and Cafe Nero, McDonald's is highlighting the simplicity of its coffee offering.
Leo Burnett has created three posters that poke fun at the burgeoning coffee-shop culture.
Set on brown backgrounds, reminiscent of the Starbucks cups, the ads use lines such as: "Freshly ground coffee, it's a drink not a lifestyle choice."
McDonald's has seen its UK sales grow by 3.3 per cent in the third quarter of 2005.
This article was first published on campaignlive.co.uk
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