Feature

The Work: New UK campaigns: 11 April 2008

The latest work from this week's Campaign magazine. Ads from Nokia, Audi, McCain, Virgin Media TV, Tesco, Smarties, Magic 105.4 and Bovril.

Samuel L Jackson...star of Virgin Media TV campaign
Samuel L Jackson...star of Virgin Media TV campaign

Nokia - Harmony




Credits

Project: Harmony
Client: Will Harris, marketing director, Nokia UK
Brief: Communicate the Connect Contemporary range's high-end design credentials
Creative agency: Wieden & Kennedy
Writers/art directors: William Spencer, Pete Gatley
Planner: Richard Summers
Media agency: MediaCom
Media planner: Syma Nassar
Production company: Blink
Directors: Eric Augie, Olivier Lipski, Pleix
Editor: Dominic Leung
Post-production: The Moving Picture Company
Audio post-production: Soundtree
Exposure: TV

The lowdown

Wieden & Kennedy's latest ad for the Nokia 6500 range is the agency's first TV work for the mobile phone brand since winning the business last year. The spot, an artistic interpretation of the technological elements of the phone, shows a suspended installation comprising 1,000 handsets from the Nokia 6500 and 6300 ranges. Each carries the sound of a single voice and shows a different person on its screen. The ad starts with one phone switching on and a face appearing on the screen singing a single note. This is followed in sequence by numerous others until the entire installation forms a choral harmony that builds to a crescendo. The endline is: "Design is for everyone.


Audi - RS6 Gymnasts





Credits

Project: RS6 gymnasts
Client: Chris Hawken, brand communications manager, Audi
Brief: Launch the new RS6
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Toby Allen, Jim Hilson
Planner: Rachel Hatton
Media agency: MediaCom
Media planner: Dan Whitmarsh
Production company: Pretty Bird
Director: Paul Hunter
Editor: Andy McGraw, Cut & Run
Post-production: The Mill
Audio post-production: Wave
Exposure: TV

The lowdown

Bartle Bogle Hegarty has created a 60-second TV spot to back the launch of the new Audi RS6, the car manufacturer's most powerful model yet, featuring a troupe of gymnasts.
The theme of the intricately shot ad is "performance in every part", and it shows the gymnasts completing a choreographed routine that represents five moving parts of the car: the pistons, the cylinder bank, the crankshaft, the twin turbos and the wheels. The ad was directed by Paul Hunter, a renowned music video director who has worked with Madonna and Christina Aguilera. The soundtrack, which uses actual engine sounds, was composed by Nick Rapaccioli and
Neil Barnes of Leftfield fame.


McCain - Skin Goodness



Credits

Project: Skin goodness
Clients: Simon Eyles, marketing director; Greg Foster, brand manager, McCain Foods GB
Brief: Rustic Oven Chips have the potato skin left on for goodness
Creative agency: Beattie McGuinness Bungay
Writer: Richard Harris
Art director: Jamie Starbuck
Planner: Dan Hill
Media agency: PHD
Media planner: Sean Meikle
Production company: Therapy Films
Director: Christian Bevilacqua
Editor: Therapy Films
Audio post-production: Sam Ashwell, 750mph
Exposure: TV, outdoor

The lowdown

Beattie McGuinness Bungay's latest McCain ad, for Rustic Oven Chips, features a more sober guitar rendition of the Chips Glorious Chips soundtrack that first brought the campaign to life. It opens on a rustic field where cows graze and birds fly. The wholesome scene appears to have been shot in sepia tones, and it soon emerges why. The action is taking place on the skin of a potato. As the chips drop into a bowl, a voiceover explains how Rustic Oven Chips keep the potato skin left on for goodness.

Virgin Media - Virgin Media TV




Credits

Project: Virgin Media TV
Client: Lisa McCormack, director of brand and acquisition, Virgin Media
Brief: Push the benefits of Virgin Media's video-on-demand and catch-up TV
Creative agency: Rapier
Writer: Rapier
Art director: Rapier
Planner: Rapier
Media agency: Manning Gottlieb OMD
Production company: Goodstuff
Directors: Saiman Chow, Jonas Akerlund, Sean Dougherty
Editor: Danny Tuff
Post-production: Goldcrest
Audio post-production: Grand Central
Exposure: TV

The lowdown


Samuel L Jackson is the latest Hollywood A-lister to front a campaign for Virgin Media. He follows in the footsteps of fellow Pulp Fiction star Uma Thurman, who launched the service last year. The ads, created by Rapier, see Jackson exalting the benefits of Virgin Media against a backdrop of quick cuts of animated graphics. He talks about how the company does away with old TV scheduling habits through its two services: video-on-demand and catch-up TV. Both films were shot in the US on the set of the actor's forthcoming film, Soul Men. The TV work will be supported by print and online.


Tesco - Affordable Elegance Campaign



Credits

Project: Affordable elegance campaign
Client: James Condon, brand and trade director for marketing, Tesco
Brief: Increase awareness of both the women's and the men's F&F range
Creative agency: The Red Brick Road
Writer: Justin Tindall
Art director: Justin Tindall
Planner: Vanessa Graham
Media agency: Initiative
Media planner: Danny Donavan
Production company: Independent
Director: Noam Murro
Editor: Russell Icke, The Whitehouse
Exposure: TV

The lowdown

The Red Brick Road's latest ad for Tesco's fashion range, F&F, follows three women who have been scorned by the same man. Entering an apartment, the three go on a destructive rampage. Photo frames are broken, vases smashed and pages from a diary ripped to shreds.
Grabbing an expensive-looking suit from the wardrobe, the women use a pair of scissors to destroy it. Just as the swanky suit is being hacked to shreds, the man enters, smiling cheekily, dressed in exactly the same suit as the one that has just been cut up.
The campaign, which launched last year, aims to establish F&F as a standalone fashion label that offers affordable, but quality, products to consumers.


Smarties - Blue is back



Credits

Project: Blue is back
Client: Melissa Ferrier, brand manager, Nestlé
Brief: Publicise the return of additive-free blue Smarties
Creative agency: JWT London
Writers: Simon Horton, Hannah Ford
Art directors: Hannah Ford, Simon Horton
Planner: Nicole Rulka
Media agency: MindShare
Media planner: Imogen Forsyth
Production company: Hungry Man
Director: David Grey
Editor: Richard Orrick
Audio post-production: Amber Music
Exposure: TV

The lowdown

The blue Smartie was removed three years ago because Nestlé couldn't find a way to produce it without resorting to artificial colours. This latest ad from JWT heralds its additive-free return.
The spot, which opens like a scene out of Teletubbies, shows a field where different people clad in coloured body suits work together. Over the hill arrives a blue Smartie, who proudly tells his friends that he's back.
His peers, though, recoil from him and run inside a giant tube whereupon they lock themselves in. Left out in the cold, the blue Smartie must demonstrate his artificial-colour free credentials before he's allowed in.


Magic 105.4 - Good mood film




Credits

Project: Good mood film
Client: Sarah Hyatt-Williams, head of marketing, Magic 105.4
Brief: Engage Magic's listeners in a collective, uplifting experience
Creative agency: St Luke's
Writer: Al Young
Art director: Julian Vizard
Planner: Dan Hulse
Media agency: Starcom
Media planner: Dominic Woolfe
Digital agency: Ramp Industry
Editor: Simon Allen
Post-production: The Moving Picture Company
Exposure: Terrestrial and satellite TV

The lowdown

Magic 105.4's latest ad campaign by St Luke's invites users to submit their own pictures to feature in the spots.
Listeners have been invited to upload content for the ad on to a microsite after an appeal from Magic's DJs for pictures that will lift the mood of its listeners.
The specially selected images are part of a Magic "good mood film" that feature in a musical montage that breaks this week and runs until the end of the month. It features the endline: "Lift your mood, change your tune."


Bovril - Give me strength



Credits

Project: Give me strength
Client: Noam Buchalter, brand development manager, Unilever UK
Brief: Reposition Bovril as the official drink of the great outdoors
Creative agency: Krow
Writer: Krow
Art director: Krow
Planner: Krow
Media agency: MindShare
Media planner: MindShare
Photographer: Julian Germain
Exposure: National weekend supplements and specialist monthly titles

The lowdown

Krow's first work for Bovril shows outdoor enthusiasts revelling in the most solitary of pursuits.
The ads, which feature fishing, camping and hiking, reposition the brand as the official drink of the great British outdoors.
One ad sees a man hunched under an umbrella with a fishing rod. The accompanying slogan reads: "I'm not sleeping. It's just a trick I play on the fish."
Another shows a camper in his one-man tent. The slogan quips: "My en-suite is called a bush." The endline for the campaign is: "Bovril. Give me strength."