D’Arcy Masius Benton and Bowles launched its first work for Littlewoods
this week, taking a new look at the idea of Littlewoods’ own Spot the
The campaign’s strategy is to promote Spot the Ball as a light-hearted,
football-related game, and play on the football knowledge of its target
audience in a humorous and simple way.
For instance, one execution has a cross indicating that the ball is
tucked under the jersey of Paul Gascoigne, who is pictured with a big
grin and his tongue hanging out.
Another ad sketches a pitch during a match between Newcastle and West
Ham, where the West Ham goal is packed with crosses - a reminder of a
recent 3-0 thrashing suffered by West Ham at the hands of Newcastle.
The Littlewoods marketing director, Tony Hillyer, said: ‘This campaign
is designed to resurrect Spot the Ball and bring it to life as it is
perceived as a bit dated and boring. We are linking it to funny football
situations that we hope will be talked about by football fans and
encourage them to play.’
The campaign will run in the sports sections of the national press, as
well as in selected football monthlies. The advertising will run for ten
weeks, and will be supported later by a competition in the News of the
World, where readers will be given the chance to write their own Spot
the Ball advertisement.
The current executions were written by Jack Stephens and Richard Irvine,
and illustrated by Satoshi Kambayashi.
DMB&B won the centralised pounds 22 million Littlewoods account,
alongside BBJ Media Services, last year (Campaign, 15 December 1995),
after a pitch against Lowe Howard-Spink and Bates Dorland. The account
covers Littlewoods Pools, Spot the Ball, and the Charity Scratch Card