P&O Stena Line, the newly merged cross-Channel ferry company, has
launched its first work since appointing J. Walter Thompson to its
pounds 8 million business late last year.
The campaign, which breaks on Monday, aims to demonstrate the ease of
travelling from Dover to Calais by P&O Stena Line ferries, which sail
every 45 minutes.
The 60-second film opens with the words: ’There are some things in life
you have to wait for.’ This is followed by highly stylised vignettes
depicting a variety of good things that take time to come to fruition -
a boiled egg (three minutes), a newborn baby (nine months), a baby
celebrating his birthday (once a year), and England winning the World
Cup in 1966 (once in a lifetime).
The ad then flashes up the words: ’And there are some things in life you
don’t have to wait for.’ The film cuts to a scene of a car leisurely
driving on to a P&O Stena Line ferry.
JWT, which originally handled Stena’s advertising, beat P&O’s former
agency, Bates Dorland, to the joint full-service account in
P&O and Stena merged with the aim of cutting costs on the Dover-Calais
route in the face of competition from the Channel tunnel.
The film was directed by Paul Arden through Arden Sutherland-Dodd. It
was created at JWT by the copywriter, Mark Wilkins, and the art
director, Mike Murphy. The 60-second commercial will be supported by
four ten-second and one 20-second cutdowns. Media planning and buying is