O&M unveils DTI holiday awareness work

COI Communications' roster agency Ogilvy & Mather this week unveiled a TV, radio and press advertising campaign for the Department of Trade and Industry.

COI Communications' roster agency Ogilvy & Mather this week unveiled a TV, radio and press advertising campaign for the Department of Trade and Industry.

The campaign aims to raise awareness of the fact that most full- and part-time workers are entitled to four weeks of paid annual leave.

Breaking on 9 March, the campaign includes a national TV ad, a radio spot and ads in the national press, women's magazines and trade publications.

The campaign will run until 25 March.

The TV ad, entitled 'happy', apes the famous scene from the film Saturday Night Fever when John Travolta gets ready to hit the streets.

The man, a chiropodist, walks down the street, greeting passers-by in an upbeat way and attracting the attention of the other pedestrians. Once in his surgery, he eagerly takes on the first set of corns of the day - scrubbing away to Kool & the Gang's Jungle Boogie.

The press ads continue the theme of the benefits of taking a break by showing how inspired people are after time off work. One press ad shows a barber sculpting a surfer out of someone's hair while another shows a shelf-stacker building a version of the Eiffel Tower out of baked beans tins in a supermarket.

The campaign was written and art directed by Sue Higgs and overseen by O&M's joint executive creative director Steve Dunn. The TV ad was directed by Chris Palmer through Gorgeous Films. Photography was by Nick Meek.

Media planning was by MindShare, TV buying by MediaVest, press buying by MediaCom and radio buying by OMD.



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