D'Arcy is launching its first work for the Office of the e Envoy UK
Online initiative since winning the £3 million brief from Ogilvy &
Mather in August.
The agency has created a 40-second spot to promote awareness of the
initiative among the general public. The idea of UK Online is to
establish the UK as a leading economy by making sure everybody has
access to the internet and by making the internet the first point of
contact with government departments.
The commercial features celebrities including Stephen Fry, Liz Smith of
The Royle Family and Jenny Powell. They are shown alongside a broad
range of actors representing different faces of Britain to show how
various types of people can all be connected via the internet.
The ad was shot on a motion camera and the eight actors revolve and
morph into each other as they talk about the UK Online initiative and
the internet in general. It will run for a month from 3 November
followed early next year by a 20-second edit.
Earlier this year D'Arcy launched a TV campaign for the Department for
Education and Employment to support UK Online by raising awareness of
computer centres in the community.
Danielle McDonald, an account director at D'Arcy, said: "This is a
visually striking commercial and delivers a simple message in a way that
is inclusive to the whole population."
The Government is hoping that UK Online will ensure that everybody in
the UK can access the internet by 2005. It launched in February with the
creation of a portal to provide the public with one point of contact for
all government departments.
The ad was written and art directed by Jon Daniel and Simon Impey and
directed by Malcolm Venville through Therapy Films. TV planning and
buying is through MediaVest.