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3 great ads I had nothing to do with #20: Catherine Kehoe on Virgin, Channel 4 and T-Mobile

Catherine Kehoe, managing director for brands & marketing, Lloyds Banking Group, reveals three great ads she admires but had nothing to do with.

Catherine is responsible for the brand management, marketing strategies and communications across all 13 brands within the LBG portfolio, including Lloyds Bank, Halifax, Bank of Scotland and Scottish Widows.

Catherine joined LBG in 2007 from the position of Marketing Director at Yell Group plc. Prior to this she was responsible for group marketing communications for BT where she launched Broadband in the UK. Catherine's career began at Royal & Sun Alliance where she was responsible for the rebranding of the newly merged organisations.

Catherine is a trustee for the Lloyds Bank Foundation for England and Wales, a council member for ISBA (Incorporated Society of British Advertisers) and a member of the Marketing Group of Great Britain and the Advertising Association.

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Catherine's choices

Virgin Atlantic "Still red hot"

The falling number of airline passengers combined with soaring oil prices in 2008 saw Virgin Atlantic taking measures to increasing marketing spend to revive its strength.

With its 25th birthday in 2009, it launched ‘Still Red Hot’ to celebrate. The TV advert was a recreation of the airline’s launch in 1984, and featured a Virgin Atlantic cabin crew, dressed in iconic red, making their way through a very grey Gatwick airport.

The ad closes on a shot of the Flying Lady, painted on the side of the Virgin Atlantic 747, winking at the camera. The endline is "still red hot", reaffirming the glamour of the brand to travellers.

The £6 million campaign, created by Rainey Kelly Campbell Roalfe/Y&R, is estimated to have driven 20% of overall revenue during the campaign timeline, a payback of £10.58 for every £1 invested. It won Silver at the 2010 IPA Effectiveness Awards.

Channel 4 "Meet the superhumans"

Channel 4 launched its biggest ever marketing campaign on 17 July to promote coverage of the London 2012 Paralympic Games. Set to the track, Harder Than You Think by hip hop legends, Public Enemy, the film showcases the abilities of some of the leading UK Paralympians and the herculean efforts that have gone into their preparation for the Games.

The TV campaign formed the second phase in Channel 4's marketing campaign for the London 2012 Paralympic Games, which began earlier in the month of July with a series of promotional trails introducing leading British Paralympic athletes. In the build-up to the Games, the campaign also encompassed major outdoor poster, press and digital activity as Channel 4 delivered on its commitment to bring a new audience to the Paralympic Games, raising awareness of Paralympic sport.

The campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm, for Channel 4's in-house agency, 4creative.

T-Mobile "Welcome back"

An estimated 35,000 passengers coming through arrivals were greeted by a 300-strong ‘vocal orchestra’ of baggage handlers, cabin crew and members of the public singing such numbers as The Passenger by Iggy Pop and The Boys are Back in Town by Thin Lizzy. Hidden cameras film the reactions of the arrivals.

"Welcome Back" is a follow-up to previous Saatchi & Saatchi ads for T-Mobile, including "Dance" filmed at Liverpool Street train station. Media planning and buying was by MediaCom and viral video marketing by Unruly Media.

Its emotion and sense of fun made it successfully deliver on the brand promise "life is for sharing". The film’s launch was a TV first when a three-minute version of the commercial took up the entire first break after 10pm on every major UK commercial TV channel, alongside a PR push on Facebook, YouTube and Twitter. It won a host of awards, including 'Best Over 90 Seconds TV Commercial' Gold at the 2011 British Arrows.

About this series

In this series of short films, leading Thinkbox Creative Academy members have the tricky task of selecting just three TV ads that have inspired them: brilliant commercials, old and new, that they admire but had nothing to do with.

The idea is not only to explore some of our greatest ads in the company of people who know a thing or two about making them, but also because of the proven link between creativity and effectiveness encourage the advertising industry to even greater heights.

About The Thinkboxes

The Thinkboxes are the first awards to celebrate the UK's world-beating TV ad creativity, in all its forms, at regular way-points throughout the year. Created in association with Haymarket Brand Media (Campaign, Marketing and Brand Republic), these bi-monthly awards are judged by the Thinkbox Creative Academy; made up of over 200 advertising luminaries.

We hope you enjoy the films.

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