The Work: New campaigns - UK

ONE TO LOOK OUT FOR
OPEL VAUXHALL - ASTRABATICS
CREDITS
Project: Astrabatics
Client: Olivier Danan, brand communications director, Opel Vauxhall
Brief: Launch the new Astra across Europe
Creative agency: Delaney Lund Knox Warren & Partners
Writers: Jackie Steers, Ira Joseph
Art directors: Jackie Steers, Ira Joseph
Planner: Ed Warren
Media agency: Initiative
Media planner: Steve Pople
Production company: The Paul Weiland Film Company
Director: Jeff Thomas
Editor: John Smith
Post-production: Glassworks London
Audio post-production: Grand Central Studios
Exposure: European TV

THE LOWDOWN

Through some stylish synchronised driving and high-flying stunts, the latest Opel Vauxhall Astra campaign by Delaney Lund Knox Warren & Partners shows how the car puts the fun back into driving.

Backed by Bobby Darin's Don't Rain on My Parade, the ad heralds the introduction of a new campaign strapline: "Astra. Fall in love with driving again."

The spot begins with a man setting off in his car to deliver a letter. However, during his journey to the letterbox he drives off the side of a building, handbrake-turns around a roundabout with a spinning car in the middle, drives up the walls and around the roof of a tunnel. It finishes by jumping through a flaming hoop.

The ad ends with him attempting to post the letter, which misses the post-box and lands on the kerb.

Vauxhall Opel sold 40,942 Astra Mk3s and 40,656 Astra Mk4s in the first quarter of 2006, according to figures from the Society of Motor Manufacturers and Traders website.

DLKW won the pan-European Vauxhall account in January in a pitch against McCann Erickson.

ITV - THE BILL
CREDITS
Project: The Bill
Client: Jackie Randhawa, brand controller, drama and soaps, ITV
Brief: Remind viewers to "join The Bill"
Creative agencies: M&C Saatchi (print), ITV Creative (TV)
Writers: Mark Goodwin (print), Niall Towl (TV)
Art directors: Tiger Savage (print), Dom Kersey (TV)
Planner: Richard Storey
Media agency: MindShare
Media planner: David Wilding
Photographer: Adam Hinton
Production company: ITV Creative
Director: Niall Towl
Exposure: National press and magazines, ITV1

THE LOWDOWN

ITV is running a campaign to raise awareness of the police drama serial, The Bill.

The campaign, jointly created and produced by ITV Creative and M&C Saatchi and which includes national press, radio and magazine activity, is designed to raise the profile of the show ahead of the autumn season. The ads feature some of the new cast members including Gary Lucy and John Heaton.

The press ads have been shot with minimal colour at real locations to convey the gritty feel of the drama. The on-air promos have been shot with the characters using a body mount camera, allowing the viewers to feel as close to the characters as possible.

BBC - FOOTBALL ON THE BBC 2006
CREDITS
Project: Football on the BBC 2006
Clients: Tia McPhee, marketing manager, BBC Sport; Richard Blake, brand
manager, BBC Sport
Brief: Communicate the football season's commentary is on Five Live, BBC
TV, online and radio
Creative agency: DFGW
Writers: Brendan Wilkins, Dave Waters
Art director: Dave Waters
Planner: Nick Southgate
Media agency: BBC
Media planner: BBC
Production company: Red Bee Media
Director: Samuel Christopher, Hungry Man
Editor: Joe Parsons, The Whitehouse
Post-production: Finish TV
Audio post-production: Zoo Sound
Exposure: National TV

THE LOWDOWN

DFGW has developed a TV campaign that aims to promote the BBC's football coverage.

The ad comprises a series of vignettes. Each shows a football that has been forgotten, lost or deflated. As soon as the footballs hear the iconic sounds of the BBC, be it commentators' voices or recognisable theme tunes, they come to life.

One ball bounces around a garage, another bounces around a boy's bedroom and one bounces up and down in the back of a car to Radio Five Live. The ad closes with 20 footballs in a gym bouncing up and down simultaneously and the endline: "Bringing football to life."

In June, the BBC paid £171.6 million to retain the rights to broadcast the Premier League highlights for the next three years.

HOME OFFICE - FRANK ANTI-DRUGS CAMPAIGN
CREDITS
Project: Frank anti-drugs campaign
Clients: Ben Lynam, marketing manager, the Home Office; Chris Neish,
senior campaign manager, Department of Health; Karen Gregory, Department
for Education and Skills
Brief: Increase awareness of Frank, as well as encourage young people to
find out more about drugs via talktofrank.com
Creative agency: Profero
Writer: Scott Clark
Art director: Scott Clark
Media agency: I-level
Media planner: Helen Brown
Designer: Ian Cassidy
Exposure: Online

THE LOWDOWN

In an attempt to encourage 11- to 18-year-olds to visit its drugs advice and awareness website, Frank, the Government is using a darkly humorous online campaign that focuses on the side-effects of taking drugs.

Profero has developed five interactive executions that demonstrate different problems associated with drugs. One, called "spinning", invites the user to make a young man's brain spin around until sparks fly and his brain plops out of his head on to the seat beside him. One features a woman bouncing on her brain and another involves a game where the player has to help the brain escape from the room of a cannabis smoker. An execution called "pill heads" features faces on balloons all in the different stages of an ecstasy high.

FOSTER'S TWIST - LAIDBACK
CREDITS
Project: Laidback
Client: n/s
Brief: Launch Foster's Twist
Creative agency: M&C Saatchi
Writer: Tom Drew
Art director: Uche Ezugwu
Planner: Jacqueline Biggs
Media agency: Starcom Mediavest
Media planner: Caroline Barrott
Production company: Smith & Sons
Director: Ulf Johansson
Editor: Russell Icke
Post-production: The Moving Picture Company
Audio post-production: Scramble
Exposure: National TV

THE LOWDOWN

Scottish & Newcastle is putting £2.6 million behind a campaign to launch its bottled lager Foster's Twist, which is brewed with citrus hops. The ad, called "laidback", was created by M&C Saatchi. It shows two guys drinking Twist, relaxing on a sofa at a beach bar.

As one of them goes to the bar, he maintains his relaxed position, so that he walks at a 45-degree angle. As he walks back to his friend, other people have assumed the same posture. However, when one of a group of men drinking normal lager spots him and attempts to copy him, he ends up falling on the floor.

Sales of the Foster's main brand, also handled by M&C Saatchi, rose by 10 per cent in 2005.

THE HOME OFFICE - POLICE COMMUNITY SUPPORT OFFICERS
CREDITS
Project: Police Community Support Officers
Client: Chris Kirby, senior strategic communications manager, the Home
Office
Brief: Provide a good understanding of the role of a PCSO
Creative agency: M&C Saatchi
Writer: Paul Pickersgill
Art director: Graham Fink
Planner: Bridget McCann
Media agencies: Manning Gottlieb OMD, COI
Production: Passion Pictures
Director: Jonathan Hodgson
Editor: Sherbet
Post-production: Framestore
Audio post-production: Mark Sayfritz
Exposure: TV, six-sheets, regional press, national press, radio

THE LOWDOWN

The Home Office is putting £3.8 million behind a campaign aimed at educating people about the role of Police Community Support Officers.

A TV and print campaign, by M&C Saatchi, attempts to give viewers a better understanding of the day-to-day role of a PCSO, and how the job they do deserves more respect.

Created in a cartoon style, the TV execution is cut into separate scenes. Each scene shows the different duties a PCSO carries out on a daily basis.

In one shot, two youths in a dark alleyway shout abuse at a female officer who confronts them. In another, a male PCSO talks to a member of the community to get information from him.

NETWORK RAIL - LEVEL CROSSINGS
CREDITS
Project: Level crossings
Client: n/s
Brief: Educate private users of the dangers of level crossings on their
land
Creative agency: Iris
Writer: Susan Young
Art directors: Paul Beier, Grant Hunter
Media agency: MJ Media
Photographer: Martin Brent
Retouching: Ken Flaherty
Exposure: Direct mail to 4,319 people, internally distributed to 7,681
people

THE LOWDOWN Iris has developed a direct mail pack as part of its £3 million campaign for Network Rail, which is being sent to people with level crossings on their land.

The pack - a cardboard box - arrives crumpled as if damaged in the post. On the box, the copy reads: "Unfortunately this package was slightly damaged in transit." Inside is a bright red folder held together with a bellyband that carries a picture of a van that's been hit by a train at a crossing, with the copy: "This driver wasn't so lucky." Inside is a booklet called the "Private users safety guide", a car air freshener and cards that all carry the line: "Level crossings. Don't run the risk."

MFI - DAYDREAMS
CREDITS
Project: Daydreams
Clients: Tim James, Nicola Alon, brand directors, MFI
Brief: Refresh and reappraise the MFI brand
Creative agency: Publicis
Writer: Jon Sayers
Art director: Alistair Proctor
Planner: Simon Foster
Media agency: ZenithOptimedia
Media planner: Adrian Marks
Production company: All Films
Director: Andy Pearson
Editor: Tim Hardy
Post-production: Clear Post
Exposure: National TV, national press, magazines, online

THE LOWDOWN

MFI's new TV campaign - part of a refreshed advertising strategy - aims to reinvigorate its brand following a management shake-up and the introduction of some new product ranges.

In three 30-second spots, created by Publicis, the protagonist finds her mind wandering to thoughts of her ideal kitchen. In one spot, "woodstock", the woman is sitting in a cafe looking at her friend's holiday snaps. As she becomes increasingly bored, she drifts off into a daydream about MFI's Woodstock kitchen. The ad ends with the line: "You dream it. We'll make it happen."