Mother is building on last year's TV work for Emap's Q brand with a
national poster campaign apeing car workshop manuals.
The tactical campaign is set to promote a Drive Time CD, and will aim to
encourage new users to the magazine, while building loyalty from its
It uses the form of traditional car manuals to combine the elements of
motoring, music and the Q brand. However, instead of using traditional
car marques, the posters take the form of workshop manuals for the "tour
bus", "limo" and "gig van" with respective vehicle commentary such as
"executive relief" on the limo, "communal condom" on the gig van, and
"bejewelled groin protector" on the tour bus.
Mother has already produced work for Q4music.com and QTV, and introduced
a music character, The Danster, who parodied the archetypal
guitar-loving music fan. The campaign won two silvers at this year's
D&AD Awards and the only Grand Prix at the Art Directors Club of
Stuart Williams, the marketing manager for Q, said: "After the success
of Mother's work on QTV using the Danster and for Q4music.com, we felt
it only right that they should have a crack at the purest form of the
brand, the magazine."
Andy Bellass of Mother added: "It's rare these days that you get a
tactical ad which does as much of a job for the brand. Tonally the ads
cut right to the heart of what the Q brand stands for, and yet they
clearly get across the message that Q is giving away a Drive Time
The campaign was written and art directed by Mother. Media planning and
buying is through Rocket.