W&K unveils Cartoon Network spots

Wieden & Kennedy is launching its first work for the Cartoon Network since winning the business in January.

Wieden & Kennedy is launching its first work for the Cartoon

Network since winning the business in January.



The campaign is intended to remind the viewer of how much fun cartoons

can be. It introduces the line: ’It’s better in cartoon.’



It consists of three spots that will air on ITV, Channel 5 and in

cinemas nationwide. They feature cartoon humour being played out in

real-life situations.



One execution focuses on a barn wall for several seconds before we see a

man run into it. The scene is then played out again in cartoon. Another

spot features real-life footage of a fat man taking his shirt off and

flexing his muscles, which is then repeated by the cartoon character,

Johnny Bravo.



’This is the first real branding campaign that the Cartoon Network has

run in the UK,’ Danielle Crook, the account director at W&K, said. ’They

are trying to target four- to 15-year-olds by telling them that if

they’re not watching the Cartoon Network, they’re missing out.’



W&K picked up the Cartoon Network after a head-to-head pitch against

Saatchi & Saatchi. The account was previously handled by Mustoe Merriman

Herring Levy, which resigned it at the beginning of 1998.



The ads were written by Tony Barry, art directed by Anthony Sperduti and

directed by Ringan Ledwidge of The End.



Media planning and buying are through MediaCom TMB.



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