The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 13 April 2007 12:00AM
ONE TO LOOK OUT FOR - ASDA - BAKERY
Client: Rick Bendel, marketing director, Asda
Brief: Launch "There's no place like Asda"
Creative agency: Fallon
Writer: Phil Cockrell
Art director: Graham Storey
Planner: Jane Reid
Media agency: Carat
Media planner: David Hearn
Production company: Yipp Films
Director: Patrick Collerton
Editor: Ian Davies, The Whitehouse
Post-production: The Moving Picture Company
Audio Post-production: Clear Cut Pictures
exposure: National TV
Fallon's first television campaign for Asda since it won the £44 million retail account last December is a number of ads shot in a fly-on-the-wall style, depicting a series of celebrities working in their local store.
Staff at a number of Asda stores were given the opportunity to specify which celebrity they wanted to work with for a week.
In a totally unscripted ad, Victoria Wood spends five days in an Asda bakery department working alongside staff baking bread, making hot cross buns and selling the products to the public.
The comedian Paul Whitehouse is set to appear in a later series of the campaign, that introduces the new endline: "There's no place like Asda."
The campaign breaks as Asda forms plans to take over the Somerfield convenience chain in a move that would dramatically increase its market penetration with a projected 19 per cent market share.
BOOTS - PRICE GUN
Project: Price gun
Client: Andrew Brent, marketing director, Boots
Brief: Show Boots' commitment to good prices
Creative agency: Mother
Art director: Mother
Media buying MediaCom
Media planning Ollie Richardson, Naked
Production company: Rokkit
Director: Mark Gilbert
Producer Doug Wade
Editor: Jinx, Marshall Street Editors
Post-production: Golden Square
Audio Post-production: Adelphoi
Exposure: National TV
Mother has continued the slightly irreverent approach to its Boots advertising with a new TV spot, which ends with a man sitting on a toilet.
The high-street pharmacy is promoting the fact that it has made 500 price cuts in store - meaning the price gun is going to get a bit of a hammering.
The ad begins with a woman sitting on her bed applying some moisturiser. Suddenly, a hand holding a price gun appears and fires a sticker on her face.
This is followed by quick-fire shots of other people in everyday situations being targeted by the pricing gun.
A man cleaning his teeth gets a sticker on the lip, while a woman on the bus gets one on her armpit.
The ad finishes with a man reading a paper on the toilet who gets a shock when part of his body that is out of sight of the camera, gets a little sticker too.
BBC - THE EDWARDIANS: THE BIRTH OF NOW
Project: The Edwardians: The Birth of Now
Client: Fiona Eastwood, head of marketing, BBC4 and factual
Brief: Promote BBC4's The Edwardians: The Birth of Now
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Jules Chalkley
Art director: Nick Simons
Planner: Megan Thompson
Media agency: MC&A
Media planner: Jane Perry
Production company: Red Bee Media
Director: Steve Cope
Editor: Tim Hardy, Cut & Run
Post-production: Clear Post
Exposure: TV, radio
BBC4 is launching a documentary called The Edwardians: The Birth of Now, which attempts to show how their society was not much different from ours.
Backing the launch is a 40-second spot by Rainey Kelly Campbell Roalfe/Y&R, which intersperses and overlays present-day images with Edwardian footage.
The first shot shows a road filled with bicycles and horse-drawn carts. As the action continues, a white van, from the present, drives past with the passenger yelling at an Edwardian woman on the street. Another scene shows a bobby walking the beat with a modern-day policeman striding next to him.
The final shot shows hooded youths leaving a school as a group of cloth-capped Edwardians wait to enter.
LADBROKES - I BET YOU CAN'T BEAT ME!
Project: I bet you can't beat me!
Client: Mary Griffin, general manager, online and affiliates, Ladbrokes
Brief: Create interest and excitement around the Grand National and
encourage a strong association in people's minds between Ladbrokes and
the event, and drive customers to Ladbrokes.com
Creative agency: Steel
Writer: Kevin Pond
Art directors: Nick Bennett, Andy Gillon
Planner: Lorna Galvin
Media agency: Diffiniti
Media planner: Adam Rowley
Designer: Andy Gillon
Exposure: Freeloader.com, boreme.com, Lycos, Game Garage
In the true spirit of the Grand National, Ladbrokes has launched a web-based game encouraging people to bet against their mates.
Created by Steel, the game consists of a horserace where the user has to speed his horse down the track, and over the jumps, in the fastest time. Players can even use the whip, sparingly, to give their horse that extra boost. The site can be found at http://www.ladbrokesgrandnational.com/game.aspx?source=4.
Once the race is finished, the user's score, and the game, can be sent to three friends so they can attempt to beat the time. However, as an added challenge, the sender can also make up a bet that the loser has to fulfil. The original sender will then receive a free £5 bet on the actual Grand National.
The game also has observations from the horse-racing commentator David Williams.
PEPERAMI - OUR NEIGHBOURHOOD
Project: Our neighbourhood
Client: Vicki Mills, brand development manager, Peperami
Brief: Remind consumers that Peperami is 100 per cent pork salami
Creative agency: Lowe London
Writer: Diccon Driver
Art director: Alan Wilson
Planner: Becky Taylor-Wilkinson
Media agency: MindShare
Media planner: James Hart
Production company: Studio AKA
Director: Mark Craste
Audio Post-production: 750mph
Exposure: National TV
Peperami, the wacky sausage-based character, is back at his animalistic best, as he takes on a group of tough gangland sausages in the latest work by Lowe London.
In a change of direction, the "bit of an animal" line has been dropped in favour of a strategy that reminds consumers the meat snack is 100 per cent pork salami.
The ad, which now uses computer-generated imagery instead of stop-frame animation, begins in a New York deli. It's a rainy night and the Peperami stumbles across a group of mobster salamis, who quarrel with his right to be on their turf. As he is challenged to show the hoodlums what he's made of, he tears open his skin to reveal his 100 per cent pork. One of the sausages says: "He's packing meat," as they all try to run away.
UKTV - UKTV GOLD REBRAND
Project: UKTV Gold rebrand
Client: Jo Twyford, marketing manager, UKTV Gold
Brief: Refresh and reassert the channel's passion
Creative agency: Karmarama
Writer: Dave Buonaguidi
Art director: Dave Buonaguidi
Media agency: n/a
Production company: Karmarama
Director: Matt Carter
Producer Tim Tyrell
Editor: Lou MacGregor
Post-production: Smoke & Mirrors
Audio Post-production: Envy
Exposure: UKTV Gold
UKTV Gold is relaunching with a new on-air identity using a series of idents created by Karmarama. The campaign aims to reassert the channel's position as a provider of light-hearted and iconic programming.
Each execution features retro golden space hoppers adorned with the UKTV Gold logo.
The short, humorous spots show people using the bouncing toys in a selection of different situations, from a spaceman waiting at a bus stop, to using an office lift.
In one execution, we see a thief attempting to escape the scene of a crime using the 70s curio, with a policeman, also bouncing on a hopper, in close pursuit.
Other more ambient executions show the British landscape covered in a sea of space hoppers.
JOOST - WHAT'S JOOST?
Project: What's Joost?
Client: Fredrik de Wahl, chief executive, Joost
Brief: Create a film for the Joost website that explains simply what
Joost is. If you like what you hear, you're likely to download it and
try it out
Creative agency: Albion
Writer: Matt Gibbins
Art director: Aaron Hinchion
Planner: Glyn Britton
Designer: Aaron Hinchion
Production company: RGB
Joost is a new TV proposition, offering viewers the chance to watch whatever programmes they want, whenever they want, while also using internet features, such as search and chat. To raise awareness, Albion has produced a viral film, which can be viewed at www.youtube.com/watch?v=3IcwG0jUFxU.
Set up like an old-fashioned public information broadcast, but with some new-fangled FX, the ad bids to unravel the mystery of Joost. As a voiceover explains the proposition, an old man mixes hi-tech ingredients in jars and cups, and ends up creating three glowing bars (red, green and blue) that represent the future of TV.
RIBENA REALLY LIGHT - GREASE IS THE WORD
Project: Grease is the Word
Client: Rachel Quinlan, brand manager, Ribena
Brief: Excite young adults about Ribena Really Light, which tastes just
as good as original Ribena
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art director: Simon Briscoe
Planner: Bridget McCann
Media agency: MediaCom
Media planner: n/s
Production company: Tandem
Director: Mark Waring
Audio Post-production: Tandem
Exposure: National TV
With Ribena sponsoring Grease is the Word, ITV's latest hunt for a fame-hungry wannabe celeb, M&C Saatchi has created a set of idents backing the show.
If there was a charity for the prevention of cruelty to Ribena berries, the agency would be its most wanted perpetrator, as the three-second vignettes all show the unfortunate fruits being killed in all manner of brutal ways - all of which are inspired by the film Grease.
In "brush", a foot, encased in a fluffy pink stiletto, lazily sweeps backwards and forwards in a very pink bedroom.
An unlucky berry then rolls out from under the bed and into the path of the foot, where it gets kicked on to the spike of a hairbrush.
The endline says: "Nevermind, just like the original, billions of berries make it."
MCDONALD'S - QUALITY CAMPAIGN
Project: Quality campaign
Client: Jill McDonald, chief marketing officer, McDonald's Northern
Brief: Rebuild consumer trust in McDonald's food quality
Creative agency: TBWA\London
Writers/art directors James Gillham, Graham Cappi
Planner: Tania Forester
Media agency: OMD
Media planner: Dina Dahhan
Retouching: Big Ant Studios
Exposure: Selected women's titles
Fighting back from the negative publicity generated by the likes of films such as Super Size Me and Fast Food Nation, McDonald's has created a campaign encouraging people to ask questions of the company and decide the answers for themselves.
By logging on to its "make up your own mind" website, users can apply to be a "quality scout" and assess McDonald's supply-chain by a visit to their farms.
The findings form the basis of a scrapbook-style press ad created by TBWA\London that charts the visitor's journey and some of their findings.
It will run across women's titles including BBC Good Food and Woman's Own.
This article was first published on campaignlive.co.uk
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