Diary: Mother's dedication to Zoo ad breaks a record

Forget about black D&AD Pencils and Cannes Lions. The Diary knows that the recognition creatives most crave is a visit from whoever it is that has taken over as Custodian of the Book of Records now that Norris McWhirter and Roy Castle are no longer with us.

Mother has achieved just that with its latest ad for the lads' mag Zoo - a place in that faithful old Christmas stocking-filler, the Guinness World Records.

So far, Mother's TV campaign of filmed stunts for Zoo has seen two Emap marketing executives take a glamour model lingerie shopping and spend £10,000 on a flight in a fighter jet instead of on an ad.

But the accolade is not for the most breasts bared in a UK TV ad. Nor is it for references to football, lager or how to pull. Mother is now the proud holder of the record for the longest Scalextric track, smashing the previous record of 2,550 feet.

In true Formula One style, a couple of pit-stop brolly dollies were on hand to help, although with 3,500 feet of track, the girls weren't much help when the heavens opened halfway through the shoot.

- Got a diary story? E-mail us at campaign@haynet.com or call (020) 8267 4656.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).