The Work: New Campaigns - UK

campaignlive.co.uk, Friday, 13 November 2009 12:00AM

BOOTS - THE LUNCH
CREDITS
Project: The lunch
Client: Elizabeth Fagan, marketing director, Boots
Brief: Communicate the broad range of gifts available at Boots this
Christmas
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: OMD
Media planner: Rebecca Burke
Production company: Another Film Company
Director: Steve Reeves
Post-production: The Moving Picture Company
Audio Post-production: Sam Robson, Factory
Exposure: TV

THE LOWDOWN

The stereotypical work Christmas lunch is parodied in Boots' latest Christmas ad campaign from Mother.

Accompanied by the familiar Here Come The Girls track, the spot sees a group of co-workers going to their local Italian restaurant and swapping gifts across the dinner table.

The female staff eye up the waiter and even attempt to straighten his wayward Italian locks with a pair of hair straighteners, while one of the male staff shaves his beard into various shapes with a beard trimmer he's been given.

As they leave the restaurant, the group of rowdy girls give an elderly couple dining alongside them a gift to thank them for enduring their end-of-year festivities.

AFTER EIGHT - JIM'S PLACE
CREDITS
Project: Jim's place
Client: Gill Watson, head of gifting, Nestle
Brief: Bring back After Eight after eight years
Creative agency: JWT London
Writer/art director: Jason Berry
Planner: Richard Cottingham
Media agency: Mindshare
Media planner: Jo Rossi
Production company: Bare
Director: Joanna Bailey
Audio Post-production: 750mph
Exposure: TV, online, press

THE LOWDOWN

A Parisian eccentric entertainer called Jim Haynes is the star of a new TV ad for After Eight - its first for eight years.

Created by JWT, the spot sees Haynes describe how he has been hosting open dinner parties at his expansive loft apartment in Paris for 30 years, inviting around 70 people he doesn't know to come and celebrate with him.

The spot aims to show that the after-dinner chocolates are always an integral part of his soirees, which often see people playing the After Eight game, where a mint is placed on a partygoer's forehead and they have to get it into their mouth by just wriggling their face.

CATHEDRAL CITY - SLICE OF BRITAIN
CREDITS
Project: Slice of Britain
Clients: Paul Fraser, marketing director, foods; Laura Downey, head of
marketing, cheese; Jackie Wilson, group brand manager; Toni Michel,
brand manager, Cathedral City
Brief: Relaunch Cathedral City as the nation's favourite feel-good food
Creative agency: Grey London
Writer: Grey London
Art director: Grey London
Planner: Grey London
Media agency: Universal McCann
Media planner: Tony Mattson
Production company: HLA
Director: Simon Rattigan
Post-production: The Mill
Exposure: TV

THE LOWDOWN

The veteran British actor Pete Postlethwaite provides the voiceover for this poetic new spot for Cathedral City cheese.

The 60-second TV ad, created by Grey London, seeks to position the cheese as "the nation's favourite" and is accompanied by a poem voiced by Postlethwaite in his first ever stint as an advertising narrator.

A day in the life of the nation and its cheese-eating habits are showcased in the spot, from the lorry drivers delivering the cheese to the shops to the cabbies clocking off in the early morning and enjoying cheese on toast.

MATTEL - POSTAL STRIKE = NO LETTERS
CREDITS
Project: Postal strike = no letters
Client: Erica Zubriski, marketing director, Mattel UK
Brief: Proactive and tactical creative, born from the topical debate
surrounding the postal strikes. Engage with readers using Scrabble's
trademark intelligent humour
Creative agency: Ogilvy Advertising
Writer: Andy Dibb
Art director: Andy Bird
Media agency: Carat
Media planner: David Liddiard
Exposure: Print

THE LOWDOWN

Ogilvy Advertising has taken advantage of the postal dispute to produce a strategic ad for Mattel's word game Scrabble.

The ad, which ran in The Times during the worst of the strikes, was aimed at the highbrow readership who enjoy a cryptic puzzle in the morning. The blank Scrabble squares acted as a visual metaphor for the fact that there were no letters being delivered. Ogilvy secured a page opposite relevant editorial on 24 October, the third day of a letter-less Britain.

The campaign aimed to drive sales of the board game in the run-up to the holiday period, as well as injecting some humour into the strike situation.

GHD - FAIRYTALES
CREDITS
Project: Fairytales
Client: Sarah Lambley, global marketing communications director, ghd
Brief: Re-ignite ghd, making it red hot this autumn
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Adrian Lim
Art director: Steve Williams
Planner: Emily James
Media agency: MediaVest
Media planner: MediaVest
Production company: HSI
Director: Eric Hillenburg
Editor: Russell Icke, The Whitehouse
Post-production: Prime Focus
Audio Post-production: Wave
Exposure: TV

THE LOWDOWN

Ghd is turning stories of fairytale princesses on their heads in a new spot for the salon straighteners by Rainey Kelly Campbell Roalfe/Y&R.

The tales of Cinderella, Rapunzel and Little Red Riding Hood are all given a twist with the heroines choosing a life of empowerment and individual ambition over a future with a knight in shining armour.

Concluding with the strapline "you can do anything with your hair", the ad aims to show how ghd can help women feel confident enough to play by their own rules.

XBOX - LIPS: NUMBER ONE HITS
CREDITS
Project: Lips: Number One Hits
Clients: Nigel Roy, head of Xbox.com EMEA; Michael Flatt, head of
advertising Xbox EMEA
Brief: Increase awareness of the new karaoke game from Xbox called Lips:
Number One Hits
Creative agency: AKQA
Creative team: Matt Longstaff, Per Neilson, Miles Unwin
Planner: Roger Houghton
Media agency: Universal McCann
Designer: Steven Yip
Exposure: Online

THE LOWDOWN

AKQA has launched the Lips Jukebox on Facebook, which enables users to transform their photos into music videos, in a bid to promote its new game Lips: Number One Hits.

Hosted on Xbox.com, the application lets would-be pop stars bring their Facebook photo albums to life, turning them into personalised music videos where their friends and family sing along to hits from the game, including Aqua's Barbie Girl, The Cardigans' Lovefool and Extreme's More Than Words.

The combination of facial recognition technology and Facebook Connect functionality allows users to choose a song and the photos they want to adapt before adding singing "lips" to the faces and creating an animated, personalised music video.

FREESAT - RAINING PLECTRUMS
CREDITS
Project: Raining plectrums
Clients: Will Abbott, marketing director; Sarah Gamble, marketing
manager, Freesat
Brief: Drive understanding of what makes Freesat "brilliant for
everyone"
Creative agency: Farm
Writer: Owen Lee
Art director: Gary Robinson
Planner: Paul Jeffrey
Media agency: MPG
Media planner: Jas Gierlinski
Production company: Knucklehead
Director: Ben Gregor
Editor: Alaster Jordan
Post-production: Nice Biscuits
Audio Post-production: Felt
Exposure: TV, digital

THE LOWDOWN

Farm has unveiled a new campaign to promote the choice and quality offered with Freesat television.

A family, dressed in blue and silver sparkly costumes, gather around their TV in the first segment of this seasonal spot, while a man in a reindeer costume with a broken arm resides on his sofa in the latter part.

The voiceover explains that some viewers enjoy the ability to record, pause and rewind live TV, while for others it is the free HD from the BBC and ITV that appeals.

Different coloured guitar plectrums, which form the basis of the Freesat logo, fall through the air like snowflakes throughout the ad.

FORD - WHITE AND ORANGE
CREDITS
Project: White and orange
Client: Maureen Graham, director, marketing communications, Ford of
Europe
Brief: Increase salience of the Ford Focus MCA across Europe by
highlighting the attractive kinetic design of the nameplate midway
through its lifecycle
Creative agency: Ogilvy Advertising
Writers/art directors: Camilla Herberstein, Dom Sweeney, John Crozier
Planner: Stephen Wallace
Media agency: Mindshare
Production company: Serious Pictures
Director: Vaughan Arnell
Editor: Leo King
Post-production: The Moving Picture Company
Exposure: TV

THE LOWDOWN

Neon lights seem all the rage in advertising at the moment, and following in the footsteps of TalkTalk's "brightdancing" X Factor sponsorship is this new work by Ogilvy Advertising for the Ford Focus.

Streams of light pursue the car as it travels along deserted roads and motorways.

The white and orange light transforms itself into the iconic Hollywood actress Marilyn Monroe, paparazzi photographing the car and a curtained theatre stage while the car sweeps along. The imagery seeks to represent the fact that the car attracts the attention of onlookers, thanks to its kinetic design.

The work is supported by print and outdoor executions.

LITTLEWOODS - MANAGEABLE BITS
CREDITS
Project: Manageable bits
Client: Tony Holdwary, brand director, Littlewoods
Brief: Littlewoods allows you to get the best things in life, and split
your payments into manageable bits. This is a particularly inspiring
offer at Christmas time, and during the current financial climate when
many struggle
Creative agency: Leo Burnett
Writer: Tony Durston
Art director: Richard Robinson
Planner: Richard Cordiner
Media agency: Carat
Media planner: Joe Molony
Production company: Blink
Director: Simon Willow
Editor: Mark Aarons, TVC
Post-production: Framestore
Audio Post-production: Grand Central Studios
Exposure: National TV, press, online

THE LOWDOWN

Christmas is in the air in this new work from Leo Burnett, which marks its first campaign for Littlewoods since winning the account in July.

The ad demonstrates that the online retailer allows its customers to split their payments into "manageable bits", making Christmas shopping less daunting at the end of an economically tough year.

Adults and children carry illuminated cubes into a snowy woodland scene, where they assemble life-size puzzles of items including clothes, TVs and toys.

Littlewoods staff make up some of the cast of the film, having won a competition to appear in the 40-second spot.

The TV ad will be supported by print work in women's magazines and national press, and an extensive online campaign that includes a "present picker" - an interactive online banner that allows users to choose from hundreds of present ideas sorted by who the gift is for and how much users wish to spend.

SKODA - SKODA YETI
CREDITS
Project: Skoda Yeti
Clients: Sarah Chapman, communications manager; Mary Newcombe, head of
marketing, Skoda
Brief: Use online to encourage test drives of the new Skoda Yeti among
the target audience
Creative agency: Archibald Ingall Stretton
Writer: Gary Williams
Art director: Sarah Harris
Group account director: Damian Bos
Media agency: MediaCom
Media planner: Ronak Patel
Production company: Jelly
Illustrator: Karen Chung
Exposure: Online

THE LOWDOWN

Archibald Ingall Stretton is channeling pop-up book illustrations in an interactive online campaign for Skoda.

To tie in with Leagas Delaney Prague's TV work for the Skoda Yeti marque that features an ominous creature hiding in the bushes, the campaign is set in an equally mysterious forest setting.

The campaign comprises a range of expandable ads and landing pages that encourage the user to interact using illustrated tabs and dials like a real pop-up book.

One ad features a colourful, illustrated jungle complete with lush trees, grass and grazing animals. Signs warn "Yeti beware!" and "It's out there".

This article was first published on campaignlive.co.uk

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