J. Walter Thompson has turned to Aardman Animation for the latest
instalment of the agency’s pounds 6 million campaign for The Daily
The studio’s new piece of claymation for The Daily Telegraph on
Saturday’s Homes and Interiors section forms part of an on-going push
highlighting different sections of the paper.
The 30-second TV spot opens with a shot of an idyllic sunlit kitchen
table on which a newspaper lies open. As gentle music plays, a large
snail crawls up to the paper and begins to move its antenna scanning the
As the snail reads, a voice-over says: ’With inspiring interiors and
features about the latest in design, the Homes section of The Daily
Telegraph on Saturday has everything you need to know about transforming
During this speech the snail is suddenly hit with a mind-blowing
His antennae shoot up and he turns and trudges off-screen. The camera
then cuts to a shot of a towering Frank Gehry-style piece of
architecture swaying from side to side.
The camera pans out to reveal that the snail’s shell has been
redesigned, in line with the recommendations in The Telegraph.
Rachel Law, an account director at JWT, said: ’This is a very intimate
execution with a gentle, languorous feel.
’The strategy for the campaign is to show the depth and breadth of The
Telegraph’s offering and this spot certainly does that.’
The TV ad will be backed by radio and press executions.
The ad was written by Jonathan John and art directed by Nick Wooton.
It was produced by Alan Gardner and directed by Luis Cook at
Media planning and buying is through MindShare.