The Work: New campaigns - UK

BBC Radio 2 - BBC Radio 2
Project: BBC Radio 2
Client: Rachell Fox, marketing director, BBC Radio 2
Brief: Inspire the public about the amazing line-up of DJs on Radio 2
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer/art director: Paul Silburn
Planner: Megan Thompson
Media agency: In-house
Media planner: Siobhan McCarron
Production company: Red Bee
Director: Steve Reeves
Editor: The Quarry
Post-production: The Mill
Audio Post-production: Wave
Exposure: BBC TV


Rainey Kelly Campbell Roalfe/Y&R has created a television campaign for BBC Radio 2 as it looks to boost awareness of its range of DJs.

The strapline for the work is: "Amazing music. Played by an amazing line-up." It features Russell Brand and Chris Evans in the first two ads, and Jonathan Ross in a follow-up ad, all finding musical instruments and displaying their talent by playing a popular song.

The Brand execution begins with the mop-headed comedian in a hotel waiting for a lift. As he does so, he spots a lute and begins to tinker with it. All of a sudden he bursts into the intro to REM's Losing My Religion.

He carries on playing until he breaks a string and carefully places the lute back where he found it.

The spot featuring Evans follows the same theme, but has the ginger-haired presenter playing the intro to Coldplay's Trouble on a piano in a second-hand store. He then breaks into a rendition of Chopsticks.

Project: Out of focus
Client: Elizabeth Fagan, marketing director, Boots
Brief: Highlight Boots Opticians' commitment to ensuring everyone in
Britain has the best possible eyesight
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: MediaCom
Media planner: Jen Nicholson
Production company: Gorgeous
Director: Vince Squibb
Editor: Rick Russell, Final Cut
Post-production: The Mill
Exposure: National TV


Boots Opticians is promoting its dedication to helping people "see better" in a 30-second TV spot from Mother.

The ad uses imagery of poignant events in a person's life to highlight the fact we could be missing out on these special moments because of poor vision.

The execution shows shots of birthday celebrations, the birth of a child, weddings and happy holiday memories. However, each situation is tarnished by the central characters, such as the bride, first-time mother, or playing child, all being out of focus.

A voiceover then explains: "Two-thirds of us could be missing out on all that life has to offer, without even realising it. That's why Boots Opticians are dedicated to helping every one of us see better."

Project: Autumn home
Clients: Gill Barr, marketing director; Jemma Salem, category marketing
manager, John Lewis
Brief: Showcase the autumn home range at John Lewis
Creative agency: Lowe London
Writer: George Prest
Art director: Johnny Leathers
Planner: Tracey Follows
Media agency: Manning Gottlieb OMD
Media planner: Tim Pearson
Production company: Coochie Management
Photographer: Sophie Broadbridge
Exposure: Monthly lifestyle magazines and national press weekend


John Lewis is supporting the launch of its new autumn homeware range with a poster campaign created by Lowe London.

There are four separate double-page spreads, all of which feature a different product from the range, such as plates, cushions, lighting and oven dishes.

Each execution carries the strapline "you'll find the one" and shows the number of products available in the range. For example, in one ad there are 28 different cushions displayed on a bright yellow background. One of them complete with a sleeping cat.

Project: Travelling Al "when"
Client: Digital UK
Brief: Make people more aware of when their region switches
Creative agency: Abbott Mead Vickers BBDO
Writer: Simon Welch
Art director: Matt Welch
Planners: Kirsty Angus, Will Hodge
Online creative agencies AMV BBDO, Grand Union
Media agency: MediaCom
Media planner: Lizzie Nolan
Production company: Outsider
Director: Ric Cantor
Digit Al animation The Mill
Audio Post-production: The Lab
Exposure: National TV


Abbott Mead Vickers BBDO is launching a TV campaign for Digital UK, which highlights the beginning of the digital TV switchover.

With the change to digital TV kicking off in Cumbria on 17 October, the campaign aims to encourage everyone around the country to get ready.

The spot, which features the classic Harry Nilsson track Everybody's Talkin', follows the adventures of the switchover robot character Digit Al as he travels around the country helping people to prepare for digital.

In order to inform consumers that the process will effect various areas on different dates, the ad drives viewers to a website,, where they can check the date of the switchover for their area by entering their postcode.

Project: The beat
Clients: Betty McBride, director of policy and communications; David
Barker, head of communications, British Heart Foundation
Brief: Encourage people to be more active
Creative agency: Farm
Writer: Owen Lee
Art director: Gary Robinson
Planner: Alison Ashworth
Media agency: Manning Gottlieb OMD Media planner Stuart Garvie
Production company: RSA
Director: Christophe Navarre
Editor: Jonnie Scarlett
Post-production: The Mill
Music composition Candle
Audio Post-production: Wave
Exposure: TV, online


The British Heart Foundation is urging people to be more physical in their daily life in its latest TV campaign.

The 60-second TV spot, created by Farm, illustrates that everyday activities can raise your heart rate and have significant health benefits.

The ad opens on a lone drummer on a rooftop beating out the rhythm of a heartbeat. The action then cuts to people from all walks of life picking up their daily pace in time with the heartbeat.

Children are seen jumping in puddles, builders are shown hammering and an elderly gentleman trims a hedge, all in time with the beat.

A voiceover at the end explains: "If you up the tempo of your daily routine for 30 minutes a day, you could reduce your risk of heart disease by half."

Project: Tilda steamed basmati rice
Client: Rohit Samani, Tilda
Brief: Drive reappraisal of Tilda steamed basmati rice by
quality-conscious consumers
Creative agency: Ogilvy Advertising
Creative team: Ben Callis, Justin Barnes
Planner: Nick Baker
Media agency: Media Planning Group
Media planner: Simon Jenkins
Photographer: Lee Powers
Production company: Academy
Director: Tony Barry
Editor: Sam Gunn
Post-production: The Mill
Audio Post-production: Grand Central
Exposure: National and Australian TV


In order to promote Tilda microwaveable basmati rice as an alternative to the home-cooked variety, Ogilvy has created a TV spot featuring a disgruntled mother whose son has turned his back on her home cooking.

The outraged Indian mother is seen sitting in her living room explaining how her son has brought shame on the family by opting to use the rice that can be cooked in two minutes. "48 hours I was in labour with him, for this," she exclaims.

The 30-second spot ends with the angry mother storming into a supermarket and swiping the rice range off the shelf.

Project: We love winter
Client: Anthony Collins, chief executive,
Brief: Make the first place skiers go to when they're
planning a winter holiday, by sharing their enthusiasm to get on the
Creative agency: Karmarama
Creative team: Tom Woodington, Robin Temple
Planner: Fern Miller
Media agency: Conrad Advertising
Media planner: Adrian Brooke
Exposure: National outdoor, national and regional press, online


The latest print campaign from, the online ski holiday operator, is aimed at young ski fanatics. The executions, created by Karmarama, aim to promote the travel company's enthusiasm for the slopes by appealing to the consumer's sense of humour.

Each poster carries bright orange lettering against the background of blue skies and mountain peaks.

The headlines include: "Winter. It makes our nipples go hard"; "Summer. It's so last season"; and "If you don't like winter, we don't like you".

The campaign, to coincide with the run-up to the ski season, aims to drive consumers to to book a holiday.

Project: Lessons in lingerie
Client: Paula Roberts, e-commerce director, Agent Provocateur
Brief: Create a community for Agent Provocateur customers
Creative agency:
Writer: Lars Hemming Jorgensen
Art director: Rory McHarg
Planner: Jim Boulton
Media agency: Blowfish
Media planner: Farhad Koodoruth
Designers: Tone Lage Jacobsen, Kalle Everland, Buzz Usborne
Exposure: Online


Agent Provocateur is launching a website based around the pulp-fiction novels of the 50s and 60s. It features Maggie Gyllenhaal, the star of the film Secretary.

The website, while showing numerous shots of the lingerie, is based around four separate stories (all including Gyllenhaal) with which users can interact.

The first story is entitled "Lessons in lingerie" and follows two women as they go to visit the sexy "Miss AP" at her Hollywood mansion.

After entering the mansion, users select their preferred lingerie from a rail. The site then shows pulp-fiction style photography of Gyllenhaal modelling the underwear.

Project: Coronation Street sponsorship
Client: Helen Vinken, head of marketing, Harveys
Brief: Promote Harveys' sponsorship of "the Street"
Creative agency: Proximity London
Writers: Spike Webb, Chris May
Art directors: Malcolm Brown, Mark Dudley
Media agency: Starcom MediaVest Plus
Production company: Plunge Films
Director: John O'Driscoll
Editor: Paul Ferdenzi
Exposure: National TV, ITV interactive, online


Harveys, the furniture store, has signed up to sponsor Coronation Street, and Proximity has created a set of idents for the company.

Airing on 30 September, the five-second spots are based around living room objects, such as toys, a golden Buddha and flying ducks, being brought to life to watch TV.

In each execution, the animated ornaments react to the family moving around the living room, such as the dad making a cup of tea.

Each ident ends with the line: "Harveys the furniture store sponsors Coronation Street. Bringing your home to life."

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