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
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,
’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.