The Work: New Campaigns - UK

campaignlive.co.uk, Friday, 14 September 2007 12:00AM

VODAFONE - TIME THEFT
CREDITS
Project: Time theft
Clients: Dominic Chambers, head of brand and marketing communications;
Charlie Smith, head of advertising and media, Vodafone
Brief: Show how Vodafone helps to "Make the most of now" through the
proof point of mobile working solutions
Creative agency: Bartle Bogle Hegarty
Writers/art directors Mick Mahoney, Nick Gill
Planner: David Murray
Media agency: OMD
Media planner: Andrew Lloyd
Production company: Academy
Director: Frederic Planchon
Editor: Jonnie Scarlet, The Quarry
Post-production: The Moving Picture Company
Exposure: National TV

THE LOWDOWN

Bartle Bogle Hegarty is continuing the theme of "Making the most of now" in its latest TV ad for Vodafone, which demonstrates how mobile broadband can help consumers regain the best bits in life.

The 60-second ad features the American actor Pailo Heitz, who is struggling to maintain a healthy work/life balance. His attempts to visit his girlfriend, played by the French actress Caroline Ducey, during his lunch hour are constantly thwarted.

In a Groundhog Day-style scenario, Heitz makes it as far as the cafe in which his girlfriend is seated and then suddenly finds himself back at his desk again. He becomes increasingly frustrated, finally flinging his desk over and screaming.

The voiceover, performed by Dame Judi Dench, then says: "Don't let work steal all the good bits of your day. Let work work for you."

As soon as he has realised the benefits of using mobile internet, Heitz is able to "get all the good bits back", and we see the couple regaining all those romantic moments they had previously missed out on.

MARMITE - PADDINGTON
CREDITS
Project: Paddington
Client: Noam Buchalter, brand development manager, Marmite
Brief: Get Marmite lovers to add Marmite to their sandwiches
Creative agency: DDB London
Writer: Mike Crowe
Art director: Rob Messeter
Media agency: MindShare

Media planner: Adam Smith
Production company: Tandem Films
Director: Daniel Greaves
Producer Lynn Hollowell
Post-production: Tandem, Rushes, Framestore CFC
Exposure: TV, radio

THE LOWDOWN

DDB has resurrected the marmalade obsessive Paddington Bear in a TV spot for Squeezy Marmite.

The ad, filmed using the stop-frame animation style of the original TV show, aims to encourage fussy sandwich- eaters to change their eating habits and turn to Marmite.

In the ad, Paddington puts aside a marmalade sandwich and tucks into one filled with Marmite and cheese. He then offers some to a passing pigeon, who chokes on the snack and flies into the face of a cyclist. The cyclist subsequently careers into the path of a taxi and crashes into a grocery store. A policeman, who gets covered in fruit, promptly marches Paddington home.

POT NOODLE - HIGH VOICE
CREDITS
Project: High voice
Clients: Gavin Warner, development manager; Allan Little, brand manager
(development), Unilever
Brief: Dramatise the fact that Pot Noodle has reduced its salt content
by 50 per cent across its range
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: MindShare
Media planner: James Hart
Production company: Tomboy Films
Director: Ben Wheatley
Editor: Matthew Felstead
Post-production: The Moving Picture Company
Audio Post-production: Factory
Exposure: National TV

THE LOWDOWN

Welsh Pot Noodle miners once again take centre stage in the latest TV campaign for students' favourite snack.

The 30-second spot, produced by Mother, uses a spoof regional news report from the noodle mines to promote the fact that Pot Noodle has reduced its salt content by 50 per cent.

The ad opens on a reporter being shown around a factory by a miner in possession of a particularly high-pitched voice. When the reporter is taken to the mine's "salt extraction machine", the reason for this male falsetto becomes apparent.

"You've got to be careful not to get anything 'delicate' caught in the cogs," the miner explains, while showing the reporter the heavy machinery. He then turns to his colleague, who's wearing a metal plate over his private parts, and gives them a tap with his spanner.

THE HISTORY CHANNEL - ADAM HART-DAVIS' JUST ANOTHER DAY
CREDITS
Project: Adam Hart-Davis' Just Another Day
Client: James Pestell, marketing director, The History Channel
Brief: Encourage people to tune in to this original series on The
History Channel
Creative agency: Karmarama
Writer: Will Flack
Art director: Aaron Wilmer
Planner: Fern Miller
Media agency: The Media Shop
Media planner: Richard Huglin
Photographer: Tim O'Sullivan
Photographer's agency Gill Turner
Retouching: company Stanley's Post
Exposure: Outdoor, press, online, including www.justanotherday.co.uk

THE LOWDOWN

The History Channel is launching a print campaign to promote its new series Just Another Day, presented by the historian Adam Hart-Davis.

The ads spoof well-known 70s toiletry product campaigns to highlight the programme's focus on the origins of everyday objects, such as the razor and the toothbrush.

The executions, created by Karmarama, show Hart-Davis using primitive methods to do everyday activities. In one ad, the historian is seen using a piece of flint to shave his face. The copy reads: "Flint! The best a caveman could get."

In a second ad, he is posing while brushing his teeth with "Horse Hoof" toothpaste. The copy reads: "Hoofpaste! 8 out of 10 Ancient Egyptians recommend it."

Both executions carry the text: "The history of those everyday things we take for granted." Also included are details of when the programme is airing.

PIZZA HUT - TRIPLE CHEESY BITES
CREDITS
Project: Triple Cheesy Bites
Clients: Hugh Wood, Graeme Crossley, PIzza Hut
Brief: Get cheese-lovers excited about Pizza Hut's new Triple Cheesy
Bites pizza by talking about the explosive three-cheese taste experience
Creative agency: Wieden & Kennedy
Writers/art directors Ida Gronblom, Fabian Berglund
Planner: Stuart Smith
Media agency: Starcom
Media planner: Josie Lyons
Production company: Itch Film
Director: Charlie Paul
Editor: Julian, Cut & Run
Post-production: Zoe, The Mill
Audio Post-production: 750mph
Exposure: National TV

THE LOWDOWN

Wieden & Kennedy has created a new TV ad for Pizza Hut promoting its Triple Cheesy Bites pizza as the ultimate meal for cheese-lovers.

The 20-second spot focuses on four people enjoying the pizza, which has 28 cheesy bites around the edge. However, instead of showing the diners' faces, a slow-motion shot follows each patron's hand as they race to tear off a cheesy bite.

In their haste, one person's hand knocks over a seasoning shaker spilling its contents over the table.

As they tear off the cheese filled bites, a booming voiceover says: "Come on, release the cheese."

BRITISH AIRWAYS - UPGRADE
CREDITS
Project: Upgrade
Client: Tiffany Hall, head of marketing and distribution, British
Airways
Brief: n/s
Creative agency: Bartle Bogle Hegarty
Writer/art director John Hegarty
Planner: Ben Malbon
Media agency: ZenithOptimedia
Media planner: Natalie Cummins
Production company: Infinity Production
Director: Simon Hunter
Editor: n/s
Post-production: n/s
Exposure: National TV

THE LOWDOWN

British Airways is airing a new TV campaign in which its employees take to the streets of Sydney to demonstrate the levels of service the airline offers.

The 60-second ad, created by Bartle Bogle Hegarty, aims to demonstrate the airline's commitment to great service by showing its staff offering people on the street cabin-crew style services.

BA employees are seen interacting with passers-by, offering them drinks, cooling towels, newspapers and assistance with taking their holiday snaps.

In one shot, a flight attendant even chases after a jogger to offer him a glass of orange juice.

EBAY - LIVE TV
CREDITS
Project: Live TV
Client: Carolyn Managh, brand director, eBay
Brief: Encourage light and lapsed users to use eBay more (to go from
being "users" to "eBayers"), and remind them of the unique and enjoyable
experience that eBaying is.
Creative agency: Albion
Writer: Clive Pickering
Art director: Andre Moreira
Planner: Glyn Britton
Media agency: PHD
Media planner: Julian Smith
Production company: Partizan
Director: Alex Courtes
Exposure: ITV

THE LOWDOWN

EBay's latest TV campaign has gone a step further in encouraging consumers to get online and start bidding, by promoting items that are being auctioned on eBay that very moment.

The ten-second TV ads, created by Albion, will feature a live feed direct from the eBay website that shows various items its users are currently bidding on.

The colourful eBay characters surround a screen that displays the item, its description, as well as the bid price, which is accurate to the last 20 seconds.

"Look at this," one character says. "Bid now," another says, while the sound of a ticking clock is heard in the background.

The ad ends with the strapline: "Did you eBay today?"

WEIGHT WATCHERS - START YOUR STORY - EMMA
CREDITS
Project: Start your story - Emma
Client: Lindsay Reisser-Weston, marketing director, Weight Watchers
Brief: Weight Watchers works hard to strengthen your self-esteem
Creative agency: Euro RSCG London
Writer: Dominic Gettins
Art director: Olly Caporn
Planner: Matt Sadler
Media agency: Carat
Media planner: Elisabeth Ragoo
Production company: Feel Films
Exposure: TV, radio, press

THE LOWDOWN

Weight Watchers' latest TV ad by Euro RSCG shows the effect of weight loss on a woman's family and friends.

The ad follows the story of Emma, as told by her friends and family, to promote Weight Watchers meetings as the most beneficial way of improving your self-image and losing weight. Although the woman's identity is never revealed, we learn that her husband felt she was never happy with her weight, and that she told her friends she had to do something about it.

The campaign drives viewers to register by either visiting the website or calling a telephone line.

SMART - THE ROAD TO ENLIGHTENMENT
CREDITS
Project: The road to enlightenment
Client: Alexandra Lowry, marketing communications, Mercedes Car Group
Brief: Launch and promote the new and iconic smart fortwo
Creative agency: Zulu
Writer: n/s
Art director: Deon Sensky
Planner: Craig Mawdsley, Abbott Mead Vickers BBDO
Media agency: BJK&E
Media planner: Louise Galvin
Exposure: Online

THE LOWDOWN

Zulu has created a new website as part of an integrated campaign for the new Smartcar marque, the fortwo.

By parodying a self-improvement programme, www.smartenlightenment.co.uk aims to promote the car as the ideal way to "discover the road to enlightenment".

Hosted by a fictional life coach called Dr Tridion, played by the comedian Matt Berry, the site enables users to take a test that puts them through a number of driving scenarios. These include identifying "temper triggers", as well as an "acoustic aggravator", which tests their tolerance to heavy traffic noise.

The site also asks the user to "learn the secrets of enlightenment", order a test-drive or invite friends to take the test.

This article was first published on campaignlive.co.uk

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