Feature

The Work: New UK campaigns: 20 June 2008

The latest creative from this week's Campaign magazine Work section. Ads for Virgin Media, Mr Kipling, Sky Sports, WWF, Maryland Cookies, Wonderbra, The Co-operative Bank, O2.

Mr Kipling...new TV ad
Mr Kipling...new TV ad

Virgin Media - Cinema campaign



Credits

Project Cinema campaign
Client Lisa McCormack, marketing director, brand and acquisition, Virgin Media
Brief Promote Virgin Media's Catch-Up TV service
Creative agency Rainey Kelly Campbell Roalfe/Y&R
Writer Pip Bishop
Art director Chris Hodgkiss
Planner Jon Tipple
Media agencies Manning Gottlieb OMD, Goodstuff
Production company So! Animation
Directors Lauri Salliday, Bob Cazin
Post-production The Moving Picture Company
Audio post-production Angell Sound
Exposure National cinema

The lowdown

A caricatured Mick Hucknall, of Simply Red fame, agrees to go into treatment at a Swiss age-correction clinic in Virgin Media's first cinema ad for its on-demand TV service.
The first of three 60-second cinema ads, created by Rainey Kelly Campbell Roalfe/Y&R, pushes its Catch-Up TV service.
The ad is set in a futuristic clinic in the Swiss mountains. A buxom female doctor, who repeatedly gets Hucknall's name wrong, advises him that to "hold back the years" - taken from the lyrics of his well-known tune - he must know "what is hot and what is not" on TV for those all-important water-cooler moments.
The solution, according to the doctor, is Virgin Media. Hucknall agrees to go into treatment and is led off by a beautiful assistant. Once alone, the doctor pulls off a facemask to reveal that she is actually Richard Branson. Branson says to the camera: "Ahh, another hit."
It ends with the voiceover from the doctor: "Extraordinary TV from the wonderful world of Virgin Media."

Mr Kipling - Flowers



Credits

Project
Flowers
Client Dan Ince, head of marketing, Mr Kipling (Premier Foods)
Brief Celebrate Mr Kipling's cakes and re-engage people with the brand
Creative agency McCann Erickson
Writer Gary Marjoram
Art director Gary Marjoram
Planners Stephen Meade, Rob Collins
Media agency MediaVest
Media planner Richard Smith
Production company RSA
Director Price James
Editor Nick Allix, The Whitehouse
Post-production Framestore
Audio post-production Hass, Zoo
Exposure 30-second TV spots

The lowdown

In Mr Kipling's world, cakes flower into bloom in fields of sunshine and happiness.
Using stop-frame animation, McCann Erickson's 30-second TV ad shows a world where families enjoy Mr Kipling's cakes, which conveniently grow in fields of flowers made from lemon slices and bakewell tarts.
Bushes are scattered with cakes, children pluck cakes from flowerbeds, and women hold bouquets of Mr Kipling's finest cake selections.
The ad, directed by Price James, is the first work McCann has created since working on the business. It is also Mr Kipling's first TV campaign for three years.
Featuring a song with the lyrics "It's a hap, hap, happy day", the ad ends with the strapline: "Exceedingly happy cakes."
The campaign breaks on 1 July.

Sky Sports - Breadth of sport viral



Credits


Project Breadth of sport viral
Client Corin Dimopolous, head of marketing, Sky Sports
Brief Demonstrate that Sky Sports shows more than football during the summer months
Creative agency Brothers and sisters
Writers Tom Evans, Tim Clarke
Art directors Tom Evans, Tim Clarke
Planner Olly Wicken
Designer Simon Kilroe
Production company n/s
Director Mark Harris
Editor Simon Kilroe, Molinare
Exposure Online

The lowdown

Brothers and sisters has created a viral for Sky Sports to promote the US Open golf championship and the England v New Zealand One-Day International cricket series.
The 46-second viral, which launched last week, shows the Spanish golfer Sergio Garcia tee off in front of an expectant crowd. The ball soars through the air and is caught by the England cricketer James Anderson, who is then congratulated by his team.
Most of the footage for the viral was taken from previous Test matches and US Opens. The clips were morphed together so that the two sports appear as though they are one game.
Commentators are heard saying "Does it get any better than this?" as the crowd claps and shouts: "Oh baby!"
The viral ends with a shot of the scoreboard, which lists the dates the games will air on Sky Sports.

WWF - Superhero



Credits

Client Ga‘lle Cuillerot, marketing officer, Global Comms Unit, The International Union for Conservation of Nature
Brief Generate awareness of green online community connect2earth.org
Creative agencies Escape Partners/Park Village
Writer Will Barnett
Art director Mike Wells
Planner Will Barnett
Director Thorhallur Saevirsson
Exposure Online

The lowdown

WWF and the International Union for Conservation of Nature have launched a series of virals, created by Park Village, to promote their green online community www.connect2earth.org.
The 60-second viral and two ten-second teasers follow a lazy superhero, who cannot be bothered to fulfil his duties to save the world, as he strolls around London.
It ends with the strapline "You don't have to be a superhero to save the planet", and encourages viewers to upload ideas on the environment on the website.
Project Superhero


Maryland cookies - Yummy and lovely




Credits

Project Yummy and lovely
Client Rachel Moffatt, brand director, Maryland cookies
Brief Raise awareness of Maryland cookies and minis
Creative agency Adam & Eve
Writer/art director Nicholas Tasker
Planner David Golding
Media agency Universal McCann
Media planner Deborah MacKay
Production company Blink
Director Simon Willows
Editor Mark Aarons
Post-production Darran Nicholson, Framestore
Audio post-production Wave
Exposure National TV, online

The lowdown

Adam & Eve has launched its first TV work for Maryland cookies. The 14 ten-second TV ads feature conversational nuggets between talking cookies and Nigel, a loyal bird sidekick, in the countryside.
In one Maryland mini ad, six cookies sit in a cowshed and quiver as they say: "The cookie monster is coming, run for your lives. We can't! Arghh. Oohh. Arghh. Oohh. We're doomed."
Meanwhile the main cookies ads consist of conversations between Nigel and a giant cookie that sits on a wall. These include: "I tell you what, I'm in a good mood today. I'd give you a thumbs-up if I had any arms."
A wooden sign falls down, with the strapline painted on it: "Maryland cookies. Aren't they lovely."

Wonderbra - D-G launch



Credits

Project D-G Launch
Client Julia Nolan, marketing manager, Wonderbra
Brief Launch Wonderbra's new D-G cup size range
Creative agency Iris
Writer Zoe McDonald
Art director Ant Harris
Planner Heilwig Jones
Designer Ant Ruggiero
Exposure Online

The lowdown

Wonderbra is celebrating Britain's large busts with a new campaign, created by Iris, to support its new D-G cup size range. Iris has created a viral and website to get women to post images of their cleavages or join Britain's largest underwear photoshoot on 28 June for a new billboard campaign.
The viral comprises a montage of objects used as euphemisms for women's breasts: puppies, melons, door knockers and cupcakes. It ends with the strapline: "The Wonderbra model search is on. All types welcome."
The campaign launched on 17 June and the billboard image will be revealed on 11 August.

The Co-operative Bank - Current Account Plus




Credits


Project Current Account Plus
Client Paul Hemingway, head of operational marketing, The Co-operative Financial Services
Brief Develop an integrated campaign to launch Current Account Plus and generate new customers for The Co-operative Bank
Creative agency Blacksheep
Writer Alice May
Art directors Rob Smith, Amanda Palmer, Phil Elliott
Planner The Co-operative Bank planning team
Media agency PHD Rocket
Media planner Laura Danaher
Production company Silver Films
Director Richard Oliver
Editor Rob Featherstone
Exposure National TV, multichannel/satellite TV

The lowdown

The Co-operative Bank has jumped on the current trend for feel-good, reassuring ads to launch its Current Account Plus. The 30-second TV ad, created by the Chester-based agency Blacksheep, focuses on the bank being voted number one on the high street for customer satisfaction.
It opens with a shot of a bee, and a boy saying: "The bee's knees." It then cuts to a woman stroking a cat who says: "The cat's whiskers." This is followed with a shot of a florist who finally says: "Pick of the bunch."
Voiceover footage shot inside the bank's headquarters thanks viewers for voting and asks them to call the bank's UK call centres for information on the Current Account Plus. It ends with the strapline: "Good with money and customers too." The TV ad is supported by direct mail, press and an in-branch brand campaign.

O2 - Leaving card



Credits

Project Leaving card
Clients Joanne Wilson, brand marketing manager; Rebecca Young, customer comms manager, O2
Brief Encourage departing customers to consider staying with O2
Creative agency Archibald Ingall Stretton
Writer Holly Brockwell
Art director Martin Lythgoe
Planner Julie Borrows
Designer Martin Lythgoe
Exposure DM to customers when they leave O2

The lowdown

O2 will send out leaving cards to all of its departing customers to encourage them not to leave the network, in a new direct marketing campaign created by Archibald Ingall Stretton.
The card will be sent out to customers who have cancelled their contract, to tell them that O2 is sorry they have decided to leave the network.
In an attempt to encourage customers to change their mind, the card has personalised, hand-written messages inside listing the benefits of staying with the network.
One message reads: "If you go, you'll miss out on priority tickets to The O2, but we hope you'll still drop in from time to time. See you there. Penny."
The cover of the card is unbranded and reads "Sorry you're leaving", but inside it asks them to call O2 to talk about their decision.