The National Museum of Photography, Film and Television in Bradford
this week begins the second phase of its relaunch campaign with a new TV
commercial encouraging people to ’get NMPFT’.
It follows the initial work of the Claydon Heeley campaign which landed
a silver at the inaugural Campaign Direct Awards earlier this year.
The advertising aims to publicise the museum following a two-year,
pounds 16 million face-lift. The ten- and 30-second commercials describe
the changes which family members undergo when they visit the museum -
including ’blown away’ and ’really switched on’.
It ends with a response message: ’Dare to expand your mind! Get
The commercials will run on Yorkshire and Granada TV and were written by
Claydon Heeley’s head of art, David Morgan. The TV campaign will be
supplemented by a series of 20-second radio ads.
The films were made by the German director, Basil, whose credits include
ads for the Bilbao Guggenheim museum of art and Deutsche Telekom.
The commercials build on the first phase of the campaign - a mailer
containing special photographic paper that revealed a call to action
when exposed to light.
It was voted best use of low volume business-to-business direct mail at
the Campaign Direct Awards last month.