JWT unveils first P&O Stena TV work

P&O Stena Line, the newly merged cross-Channel ferry company, has launched its first work since appointing J. Walter Thompson to its pounds 8 million business late last year.

P&O Stena Line, the newly merged cross-Channel ferry company, has

launched its first work since appointing J. Walter Thompson to its

pounds 8 million business late last year.



The campaign, which breaks on Monday, aims to demonstrate the ease of

travelling from Dover to Calais by P&O Stena Line ferries, which sail

every 45 minutes.



The 60-second film opens with the words: ’There are some things in life

you have to wait for.’ This is followed by highly stylised vignettes

depicting a variety of good things that take time to come to fruition -

a boiled egg (three minutes), a newborn baby (nine months), a baby

celebrating his birthday (once a year), and England winning the World

Cup in 1966 (once in a lifetime).



The ad then flashes up the words: ’And there are some things in life you

don’t have to wait for.’ The film cuts to a scene of a car leisurely

driving on to a P&O Stena Line ferry.



JWT, which originally handled Stena’s advertising, beat P&O’s former

agency, Bates Dorland, to the joint full-service account in

November.



P&O and Stena merged with the aim of cutting costs on the Dover-Calais

route in the face of competition from the Channel tunnel.



The film was directed by Paul Arden through Arden Sutherland-Dodd. It

was created at JWT by the copywriter, Mark Wilkins, and the art

director, Mike Murphy. The 60-second commercial will be supported by

four ten-second and one 20-second cutdowns. Media planning and buying is

through MindShare.



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