The agency has developed two 40-second television commercials, with a 30-second cut-down and two ten-second trails, which will be supported by radio, local press and ambient media.
In "petal", a woman is shown going to phone the illiteracy advice line after watching an ad from the previous DfES campaign. A gremlin thumps the phone down and tries to convince her not to call by saying: "It's not for us ... when will we find the time? Go on, make a cup of tea." The spot ends with the woman going to the kitchen in despair.
In the ten-second follow-up spot, the woman is shown making the call and stamping on a loose floorboard under which the gremlin is trapped.
The "entrance" spot shows a man who has plucked up the courage to go to an adult literary class but as he walks through the college corridors his gremlin ambushes him and tries to entice him away by saying: "It's a complete waste of time at our age, we'd give up after two weeks." The man looks into the classroom and then turns back. However, in a later spot the gremlin gets dumped into a garbage truck.
Seven million UK adults have literacy skills below that of an 11-year-old. The Government aims to have 750,000 adults pass the National Literacy test by 2004.
Copywriting was by Seyoan Vela with art direction by Colin Lamberton.
The director was Chris Dada at Academy. Media planning was through Manning Gottlieb OMD with buying by MediaVest.