JWT recruits Aardman Animation for Telegraph spot

J. Walter Thompson has turned to Aardman Animation for the latest instalment of the agency’s pounds 6 million campaign for The Daily Telegraph.

J. Walter Thompson has turned to Aardman Animation for the latest

instalment of the agency’s pounds 6 million campaign for The Daily

Telegraph.



The studio’s new piece of claymation for The Daily Telegraph on

Saturday’s Homes and Interiors section forms part of an on-going push

highlighting different sections of the paper.



The 30-second TV spot opens with a shot of an idyllic sunlit kitchen

table on which a newspaper lies open. As gentle music plays, a large

snail crawls up to the paper and begins to move its antenna scanning the

text.



As the snail reads, a voice-over says: ’With inspiring interiors and

features about the latest in design, the Homes section of The Daily

Telegraph on Saturday has everything you need to know about transforming

your home.’



During this speech the snail is suddenly hit with a mind-blowing

idea.



His antennae shoot up and he turns and trudges off-screen. The camera

then cuts to a shot of a towering Frank Gehry-style piece of

architecture swaying from side to side.



The camera pans out to reveal that the snail’s shell has been

redesigned, in line with the recommendations in The Telegraph.



Rachel Law, an account director at JWT, said: ’This is a very intimate

execution with a gentle, languorous feel.



’The strategy for the campaign is to show the depth and breadth of The

Telegraph’s offering and this spot certainly does that.’



The TV ad will be backed by radio and press executions.



The ad was written by Jonathan John and art directed by Nick Wooton.



It was produced by Alan Gardner and directed by Luis Cook at

Aardman.



Media planning and buying is through MindShare.



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