The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - SCA HYGIENE - BABY MANAGING DIRECTOR Project: Baby managing director Clients: Dieter Bocher, regional marketing director; Nick Dudman, group product manager, SCA Hygiene Brief: Launch Triple Velvet Creative agency: Fallon London Writer: Lawrence Seftel Art director: Gary Anderson Planner: Rachel Barrie Media agency: Carat Media planner: Clare Belsten Production company: Independent Director: Daniel Levi Editor: Gareth McEwan, The Whitehouse Post-production: Glassworks Audio post-production: Factory Exposure: National TV


Three layers are better than two and SCA Hygiene has launched a TV campaign for its new triple-layered Velvet toilet tissue brand saying as much.

The work, by Fallon, launches the three-layered variant, which replaces the scrapped Double Velvet brand.

The 40-second film is the story of the managing director of the Velvet factory who is a baby. He is employed to make sure the new paper is gentle enough even for a baby's skin.

The computer-generated character walks around the factory, dressed in a business suit, surrounded by his adult colleagues. In one scene, he kicks off a meeting with a nursery rhyme and in another he hugs a giant toilet roll. He also drives around in a miniature car talking on his toy mobile phone followed by the adults. The film breaks on 6 February and will be followed by 30- and ten-second cut-downs.

BBC - THE WINTER OLYMPICS ON THE BBC Project: The Winter Olympics on the BBC Client: Tia McPhee, marketing manager, BBC Sport Marketing Brief: Promote the BBC's coverage of the Winter Olympics Creative agency: DFGW Writers: Simon Riley, Dave Waters Art directors: Simon Riley, Dave Waters Planners: Paul Clarke, Nick Southgate Media agency: BBC Media planner: Dan Cohen Production company: Red Bee Media Director: Howard Greenhalgh Editor: Matthew McKinnon, NWH Post-production: Clear Post Audio post-production: Wave Exposure: BBC TV, radio, online


The fine line between getting it right and getting it wrong is the focus of a new BBC campaign to promote the broadcaster's coverage of the Winter Olympics.

The television trails, by DFGW, feature performing Olympic athletes using a three-dimensional stroboscopic effect. An ice-skater, a snowboarder and a bobsleigher all move in slow-motion through their trajectories, illustrating the fine margin for error.

The campaign will also include radio and online marketing. On the BBC website, users will be able to play a snowboarding game where players can watch clips and guess whether the athletes have hit or missed their targets.

The Olympic Winter Games will be held in Turin from 10 to 26 February. The Games comprise seven different sports and 15 disciplines.

VOLKSWAGEN - RIPPED OFF Project: Ripped off Client: Heidi Cartledge, communications manager, large cars, Volkswagen Brief: Launch the new Volkswagen Jetta Creative agency: DDB London Writer: Simon Veksner Art director: Nick Allsop Planner: Alex Huzzey Media agency: MediaCom Media planner: Jason Thomas Production company: Outsider Director: Steve Hudson Editor: Bill Smedley Post-production: The Quarry Audio post-production: Angell Sound Exposure: National TV


DDB London has developed a £5 million campaign for the launch of Volkswagen's saloon marque: the Jetta.

The 30-second TV spot tells the story of a man who is constantly ripped off by shopkeepers and traders.

As he goes about his day, buying fresh eggs from a farmer, trying on a suit and choosing an engagement ring with his girlfriend, prices are inexplicably raised. At the end of the ad, it becomes clear that everyone assumes he is wealthy because of the luxury car he is driving.

The endline reads: "The Jetta, not nearly as expensive as it looks."

Volkswagen's UK market share remained static at 6.9 per cent in the year to June 2005.

RNIB - OPEN YOUR EYES Project: Open your eyes Client: Lynne Stockbridge, head of external communications and marketing, RNIB Brief: Raise awareness of regular eye tests to help prevent sight loss through early diagnosis of treatable eye conditions Creative agency: St Luke's Writer: Andy Drugan Art director: Simon Friedberg Planner: Emily Stokes Media agency: Starcom Media planner: Rob Moore Photographer: Leon Steele Exposure: National newspapers and posters, weekly and monthly magazines


The Royal National Institute for the Blind has launched a hard-hitting ad campaign to raise awareness of the importance of regular eye tests to prevent sight loss. The campaign supports the RNIB's Open Your Eyes report, and aims to end preventable sight loss in the UK by 2020.

The print work, developed by St Luke's, features a stark image of a woman's face. Her eye is clouded with cataracts and a single tear smudges her eye make-up. The strapline reads: "You'll never regret an eye test."

The RNIB's report claims that more than two million people in the UK are at risk of losing their sight through treatable eye conditions. Unknowingly, 1.9 million people with diabetes and 250,000 people with early-stage glaucoma are at risk of losing their sight.

WALKERS - CHEESE HEAD Project: Cheese Head Client: Jon Goldstone, vice-president of marketing, Walkers Brief: Launch Cheese Heads as an addition to the "heads" range of better-for-you snacks that children love and mums feel good about Creative agency: Abbott Mead Vickers BBDO Writer: Ben Kay Art director: Daryl Corps Planner: Bridget Angear Media agency: OMD Media planner: Sam D'Amato Production company: Aardman Animations Director: Peter Peake Post-production: The Mill Audio post-production: Wave Exposure: National TV


Building on the successful launch of the Potato Heads range, Abbott Mead Vickers BBDO has created a £1.2 million campaign to launch Walkers Cheese Heads.

The campaign starts with a 40-second TV ad. It features the animated character Potato Head, who introduces the audience to his cheesy cousin

The cousin, voiced by the TV personality Keith Chegwin, explains that he is Cheese Head by name and cheese head by nature. He says his cheesy biscuits have no artificial colours, flavours or preservatives and 60 per cent less fat than Mini Cheddars. The spot closes with a shot of a packet of Cheese Heads.

According to ACNielsen, 2005 saw sales fall across Walkers brands, notably Walkers Sensations, which suffered a 17 per cent year-on-year decline in value.

COLMAN'S - COLMAN'S BRAND RANGE Project: Colman's brand range Client: Neil Gledhill, marketing manager, Colman's Brief: Make Colman's relevant to a new, broader, younger audience Creative agency: Karmarama Writer: Rachel Shaughnessy Art director: David Buonaguidi Planner: Alison Stewart Media agency: MindShare Media planner: Andrew Travis Exposure: National TV


Karmarama has developed a £1 million campaign to relaunch the 190-year-old Colman's mustard brand, which has not been advertised since 1998.

The 30-second spot opens on the character Jeremiah Cole VIII, at the Colman's estate in Norwich. "Caviar mousse ... quail's egg souffle ... " he says. "Call this food? Neither do we." He goes on to explain how, at Colman's, a mighty meal is always a meaty meal, and only by adding Colman's can you make it "rumpslappingly meatylicious".

The spot closes with a voiceover that says: "Colman's. For meatylicious meat."

RENAULT - WINTER TEST DRIVE CAMPAIGN Project: Winter test drive campaign Client: Joanne Webber, internet and marketing manager, Renault Brief: Generate test drives in Q1, launch the new Clio five-door, launch the new Megane range and highlight three special-edition MPVs Creative agency: Publicis Dialog Writer: Robert Steeles Art director: Andrew Pogson Planners: Mark Tomblin, Kate Bourke Photographer: John Lawrence Jones Exposure: More than 300,000 current and lapsed Renault customers and warm prospects


Publicis Dialog has created a direct mailpack to promote the marque's safety features. It is being sent to 300,000 Renault customers and warm prospects.

Using "the Renault Safety Zone" as its theme, the mailing comes in bright yellow outlined by mock safety tape. Text tells recipients that the winter weather provides the perfect conditions in which to take a test drive.

An emergency yellow macintosh is contained inside. This is accompanied by a Bad Weather Driving Guide brochure, which gives advice on driving in adverse weather. The pack also includes a leaflet, which invites recipients to test-drive the new Megane for the chance to win £5,000 off a new Renault. A letter describes how each Renault is equipped with safety features.

Renault has a 7 per cent market share, ahead of rivals including Peugeot and Toyota.

UPS - AMBITION Project Ambition Client: Kevin Keith, international advertising manager, UPS Brief: Elevate the role UPS plays in modern business Creative agency: McCann Erickson London Writer: Simon Learman Art director: Brian Fraser Planner: Dawn Coulter Media agency: Universal McCann Media planner: Marcus Erlandsson Production company: RSA Director: Jake Scott Editor: Jim Weedon Post-production: The Mill Audio post-production: Tension Enterprises Exposure: National TV


The parcel-delivery service UPS is launching its second global advertising campaign to feature the French actor Jean Reno.

The film, called "ambition", breaks on 6 February in the UK, Europe, Asia and Mexico and promotes the idea that UPS can help businesses achieve their ambitions.

In the 60-second film, by McCann Erickson London, Reno is sitting at the top of a tree, sharing his wisdom with two ten-year-old boys. One is his younger self, who is trying to climb up to the higher boughs where the old Reno is sitting.

He explains how you need ambition and vision to succeed in life. The endline reads: "Deliver more."

FAIRY - FOR HANDS THAT DON'T DO DISHES Project: For hands that don't do dishes Client: Nathan Homer, brand manager, Procter & Gamble Brief: Transfer the power of Fairy Liquid brand equity into the dishwashing detergent market Creative agency: Grey London Writer: Alex Fraser Art director: Matt Turrell Planner: Sylvia Meli Media agency: ZenithOptimedia Media planner: Tony Robinson Print designer: Mark Cakebread Exposure: Print


Procter & Gamble is launching Fairy Active Burst tablets for dishwashers with an integrated campaign created by Grey London.

The print work is the first element of the £15 million launch campaign. In an adaptation of Fairy's famous line and jingle "for hands that do dishes", the ad carries the line: "For hands that don't do dishes." A hand holds each of the letters that make up the sentence.

The launch of the Fairy Power Burst and Fairy Active Burst marks the packaged-goods giant's first serious attempt to gain a foothold in the UK's £149 million dishwasher detergent market. The move is a bold one. P&G has allocated £16 million for the launch campaign, more than 10 per cent of the market's value.

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