Children front MCBD's Business Link ad drive

Miles Calcraft Briginshaw Duffy has cast young children offering bogus business advice for its inaugural work for Business Link, the small business service for the Department of Trade and Industry.

The national TV, press and radio campaign, through COI Communications, will aim to raise awareness and understanding of Business Link, the network providing specialist business advice for small businesses.

Business Link, which is managed by the Small Business Service, was established in April 2000 following a renewed commitment by the Government to finding new ways of working with small businesses.

The campaign's strategy is based on the idea that the world is drowning in business advice, not all of which is sound and impartial. Three spots feature children giving nonsensical advice on how to run a business, juxtaposed with the line: "For grown-up advice on running a business, call Business Link."

The end frame trails the website,

The television campaign, which was art directed by Paul Briginshaw, written by Malcolm Duffy and directed by Lucy Blakstad through the Brave Film Company, will run nationally. Media planning is through PHD.

TV buying is through MediaVest, press is handled by MediaCom and radio is through OMD.

The press strategy will target small- to medium-sized businesses through the national Sunday and daily titles and the ethnic press, such as The Voice, Asian Times and Asian Trader.

MCBD won the £5.5 million business in June, along with PHD, after a four-way pitch against Rainey Kelly Campbell Roalfe/ Y&R and Optimedia, Fallon and MediaVest, and D'Arcy and Zenith Media.

The pitch was called following claims that the enterprise culture in the UK was waning owing to excessive red tape imposed on small businesses by the Government.

Briginshaw, the joint creative director of MCBD, said: "We street-casted more than 600 children to end up with five on screen, and none of it was scripted. This is a fresh, if slightly nerve-wracking, way to make commercials."

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