CHI produces Sunday Telegraph World Cup Guide work

Clemmow Hornby Inge has created a campaign for The Sunday Telegraph to support the paper's one-off magazine guide to the forthcoming FIFA World Cup.

On sale with this Sunday's paper, the Guide to the World Cup supplement will be a 48-page, A4 colour magazine. It includes contributions from football writers and experts including the ex-footballer-turned-pundit Gary Lineker, Liverpool's manager, Gerard Houllier, and Patrick Barclay, The Daily Telegraph's football correspondent.

Media planning and buying for the 30-second commercial is handled by MindShare. The spot will run this Saturday in core regions on ITV, Channel 4 and Channel 5.

The commercial features a variety of individuals in their work environment.

As they go about their daily business, they absent-mindedly reveal their passion for football in the build-up to the World Cup.

In one vignette, a girl at a photocopier plays football with a scrunched-up ball of paper, while a chef in a kitchen improvises with a lettuce.

The individuals' actions are deliberately understated to stand out from the clutch of more obvious World Cup ads.

The campaign was written by Laurie Smith and art directed by Matt Pam.

It was directed by Laurie Castelli through Notorious Films.

Mark Dixon, the marketing director of the Telegraph Group, said: "Our World Cup Guide contains everything the dedicated football fan needs to follow this summer's football extravaganza. We're delighted that, to promote the magazine, CHI has produced a memorable ad."