The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - AA - You've Got a Friend Project: You've Got a Friend Client: Kerry Cooper, sales and marketing director, AA Brief: Drive consideration by getting people to understand that the AA is the best breakdown organisation Creative agency: Delaney Lund Knox Warren & Partners Writer: Malcolm Green Art director: Gary Betts Planner: Paul Hutchison Media agency: PHD Production company: Wanted Director: Tony Kaye Editor: Pete Goddard, Poppy Films Post-production: The Mill Audio post-production: Grand Central Exposure: National TV, cinema

THE LOWDOWN

Tony Kaye has directed Delaney Lund Knox Warren & Partners' new TV ad for the AA.

Kaye, whose film directing credits include American History X, resurfaces in the UK with a 60-second spot based on Carole King's song You've Got a Friend.

The ad evolves the "AA as a friend" positioning that DLKW developed last year in its first campaign for the brand. The new ad opens on a baby crying alone in a car, then cuts to an AA patrolman, who breaks into the song.

More and more patrols join in, until a choir of AA staff in various locations are singing as they tend to roadside emergencies.

The ad, which will also air in cinemas, closes with the baby asleep and the original patrolman bringing the song to an end. It uses the strapline: "You've got AA friend."

The AA has more than 15 million members, in comparison with its main competitor, the RAC, which has 2.2 million members.

SONY - DO IT HERE Prooject: Do it here Client: Mary Tristram, marketing manager, Sony Computer Entertainment UK Brief: Communicate the breadth of entertainment options on offer from PSP Creative agency: TBWALondon Writers: Pete Bastiman, Steve Mawhinney Art directors: Pete Bastiman, Steve Mawhinney Planner: Nicole Rocheleau Media agency: Manning Gottlieb OMD Media planner: Clare Peters Designer: Dave Towers Retouching: FEP Exposure: National posters

THE LOWDOWN

Sony is attempting to show that its PSP is more than just a handheld games console, with a £3 million outdoor and press campaign through TBWALondon.

All 22 tongue-in-cheek executions are predominantly aimed at a male audience and use wordplay to promote the fact that the PSP can be used to play films and MP3s, store photos and access the internet.

One ad promotes the PSP's movie-playing function and reads: "Strong language and scenes of a sexual nature here." Another promotes the device's capacity to store photos with the line: "Your girlfriend's white bits here."

Since the PSP's UK launch last September, around 906,000 units have been sold.

NIKE - CAUSE Project: Cause Clients: Paolo Tubito, director of brand communication, EMEA; Adam Collins, brand communications manager, Nike Brief: Create a worldwide multimedia campaign that reinforces Nike's position as the sole custodian of beautiful football Creative agency: Wieden & Kennedy Amsterdam Writers/art directors: Alvaro Sotomayor, Mark Hunter Planners: Paul Mukherjee, Mel Shannahan Media agency: MindShare Media planner: Dominic Fawcett Production company: Smith & Sons Director: Ulf Johansson Editor: Russell Icke, The Whitehouse Post-production: The Moving Picture Company Audio post-production: Wave Exposure: TV, cinema, retail, print

THE LOWDOWN

Nike has unveiled a campaign ahead of the 2006 World Cup that stars the former footballer Eric Cantona.

The spot, created by Wieden & Kennedy Amsterdam, shows Cantona hijacking a TV sports programme to transmit his manifesto and encourage footballers to "joga bonito" - Portuguese for "play beautiful". Clips of foul play and boring football are contrasted with exhibitions of stylish and passionate play from the likes of the Brazilian star Ronaldinho and England's wonderkid Wayne Rooney.

Cantona's manifesto signs off with the line: "Play beautiful. This is just the beginning. Watch this space."

The "joga bonito" campaign will also encompass the creation of a new version of football, which Nike hopes will take off across the world. Called Joga3, the adapted game is played by teams of just three players, using a smaller, heavier ball. The format is designed to encourage the development of greater skill.

REVENUE & CUSTOMS - INFORMAL ECONOMY Project: Informal economy Client: Simon Vessey, head of marketing, HM Revenue & Customs Brief: Get people to report tax evaders by creating a sense of personal injustice Creative agency: United London Writer: Jonathan Thake Art director: Lee Tan Media agency: PHD Media planner: Rachel Jones Production company: Independent Director: Guard Brothers Editor: Ted Guard, Final Cut Exposure: National TV, press, radio

THE LOWDOWN

United London has created a hard-hitting spot for HM Revenue & Customs that targets long-term tax evaders.

The £1.75 million campaign features a painter and decorator who works on a cash-in-hand basis and is not paying his fair share of tax.

His contempt for his customers, and for those who pay tax, is revealed in a dramatic monologue in which he sneers at the tax-paying public and explains how his customers will never know his real name or get an invoice. Press and radio ads support the 30-second TV spot.

From 2004 to 2005, HM Revenue & Customs intervened on 17,164 incorrect claims.

ASK.COM - WANDERER Project: Wanderer Client: Rachel Johnson, vice-president, marketing, Europe, Ask.com Brief: Relaunch Ask.com Creative agency: Fallon Writer: Micah Walker Art director: Micah Walker Planner: Tamsin Davies Media agency: Media Planning Group Media planner: Nikki West Production company: Academy Films Director: Nick Gordon Editor: Joe Guest, Final Cut Post-production: The Moving Picture Company Audio post-production: Wave Exposure: TV, outdoor, press, online

THE LOWDOWN

The internet search engine Ask Jeeves is rebranding as Ask.com, losing its famous butler brand icon in the process, as it battles Google for an increased share of the online search market.

To advertise the change, Fallon has created a TV, print, poster and online campaign based around the simple observation that if you don't ask, you don't get.

The 30-second TV ad follows a man who casually asks for whatever takes his fancy: a pair of policemen push him on the swings in the park; another man gives him a piggyback ride and an ice-cream vendor allows him to drive his van. The ad ends with the line: "Ask.com and get."

PATAK'S - CURRY CRAVINGS Project: Curry cravings Client: Fiona Mannion, marketing director, Patak's Brief: Reignite UK consumers' love affair with Indian food and convince them that only Patak's can really satisfy their curry cravings Creative agency: BDHTBWA Writers/art directors: Matt Crosby, Richard Sorensen Planner: Rebecca Ashley Media agency: MediaVest Manchester Media planner: Nick Cross Production company: Blink Director: John Birkin Editor: Sam Sneade, Speade Post-production: Rushes Audio post-production: Jungle Exposure: National TV

THE LOWDOWN

The £1.5 million, tongue-in-cheek ad for Patak's presents its new regional Indian sauce range as a preventative measure against the withdrawal symptoms it says result from not eating enough Indian food.

The 30-second ad, the first work by BDHTBWA since it won the account last September, is filmed in documentary style. It opens on a doctor who talks about how the nation is addicted to curry. He explains that ignoring curry cravings can lead to withdrawal symptoms.

"Lack of concentration" and "going all clingy" are two of the problems he says can arise. In one ad, a barber loses his concentration and cuts off a customer's ponytail, while in another, a man carries his wife on his back, while constantly muttering "I love you, I love you". For both of these problems the doctor prescribes a diet of Patak's, saying: "Patak's cures your curry cravings."

MUNCH BUNCH - TROLLEY, BIKE Project: Trolley, bike Clients: Mark Beales, head of marketing; Vicky Morgan, brand manager, Nestle Chilled Dairy/Munch Bunch Brief: Let parents know that Munch Bunch has developed a yoghurt drink with a gentle probiotic specifically designed just for children Creative agency: Ogilvy & Mather Writer: Jim Ritchie Art director: Chris Hart Planner: Tony Evans Media agency: MindShare Media planner: Alex Danes Photographer: Nick Turpin Exposure: Women's monthlies, weeklies

THE LOWDOWN

The latest work by Ogilvy & Mather for Munch Bunch's "great for growing kids" campaign backs the launch of the brand's new product, Drinky+.

The yoghurt-based drink is a probiotic designed specifically for children.

The first of two press ads shows a grown man riding a child's pushbike resplendent with stabilisers and a bell. The second execution shows a man squashed into the child's seat of a supermarket trolley. Both use the line "Some things are meant just for kids", and go on to explain the benefits of Drinky+ for children.

Sales of probiotic yoghurt surged to £61million in 2005, up 221 per cent on 2001.

ADIDAS - +10 RECRUITMENT Project: +10 recruitment Client: Uli Becker, head of global communications, Adidas Brief: Celebrate an Adidas take on the world of football Creative agency: 180 Amsterdam Writers/art directors: Lee Hempstock, Chris Landy, Bertrand Fleuret, Andy Fackrell Planners: Josh Mandel, Martin Buckley Media agency: PHD Production company: Stink Director: James Brown Exposure: Pan-European TV

Adidas has launched the second phase of its "+10" World Cup campaign as an official sponsor of the 2006 contest.

A series of ads features international footballers hitting the streets with just two hours to form a "national" team.

In "Del Piero v Nakamura", the Japanese international Shunsuke Nakamura tries in vain to find ten Japanese footballers in Glasgow. A chat with a bagpipe player directs him to some Japanese Football Academy students in London. All ten fly up to Scotland, not realising they're representing their country against Italy's Alessandro Del Piero, who has had a better time recruiting in Turin.

TDA - TEACHER TRAINING RECRUITMENT Project: Teacher training recruitment Client: Richard Guy, customer relationships manager, Training and Development Agency Brief: Science teacher recruitment Creative agency: Draft London Writer: Drew Forsyth Art director: Aubrey Laret Planner: Frank Duck Exposure: Direct mail from database

THE LOWDOWN

The Training and Development Agency for schools is continuing its recruitment drive and three new direct marketing packs focus on enrolling science teachers.

The packs, by Draft London, use classroom experiments to demonstrate the qualities required. The outside of the pack to attract physics teachers has a penny encased in it and features the line: "How fast does a penny drop?" Inside the pack, there's a shot of a "universality of free fall" demonstration in front of a group of children.

The packs will be sent to 12,000 science graduates on the TDA's database in the hope of persuading those with an interest in teaching to apply for training. The TDA expects 41,900 people to begin training from September.

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