D'Arcy reveals first ad for UK Online initiative

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.



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