NEWS: DMB&B takes witty tack in Spot the Ball ad

D’Arcy Masius Benton and Bowles launched its first work for Littlewoods this week, taking a new look at the idea of Littlewoods’ own Spot the Ball competitions.

D’Arcy Masius Benton and Bowles launched its first work for Littlewoods

this week, taking a new look at the idea of Littlewoods’ own Spot the

Ball competitions.



The campaign’s strategy is to promote Spot the Ball as a light-hearted,

football-related game, and play on the football knowledge of its target

audience in a humorous and simple way.



For instance, one execution has a cross indicating that the ball is

tucked under the jersey of Paul Gascoigne, who is pictured with a big

grin and his tongue hanging out.



Another ad sketches a pitch during a match between Newcastle and West

Ham, where the West Ham goal is packed with crosses - a reminder of a

recent 3-0 thrashing suffered by West Ham at the hands of Newcastle.



The Littlewoods marketing director, Tony Hillyer, said: ‘This campaign

is designed to resurrect Spot the Ball and bring it to life as it is

perceived as a bit dated and boring. We are linking it to funny football

situations that we hope will be talked about by football fans and

encourage them to play.’



The campaign will run in the sports sections of the national press, as

well as in selected football monthlies. The advertising will run for ten

weeks, and will be supported later by a competition in the News of the

World, where readers will be given the chance to write their own Spot

the Ball advertisement.



The current executions were written by Jack Stephens and Richard Irvine,

and illustrated by Satoshi Kambayashi.



DMB&B won the centralised pounds 22 million Littlewoods account,

alongside BBJ Media Services, last year (Campaign, 15 December 1995),

after a pitch against Lowe Howard-Spink and Bates Dorland. The account

covers Littlewoods Pools, Spot the Ball, and the Charity Scratch Card

accounts.



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