The campaign depicts users caught in a series of unfortunate situations because they failed to use the online information service provided by Ask Jeeves.
Profero's previous online creative used an animated style. The new campaign uses photographic images to bring the online creative work in line with the above-the-line concept developed by TBWA\London.
The first execution, called "lingerie", features a bored man stuck in a shop and the copy: "Dragged around the shops again?" It ends with a shot of the Ask Jeeves search engine and the line: "Hassle-free shopping? Should have asked Jeeves."
The ads were art directed by Stuart Peddie and written by Chris Baylis. Media planning and buying was by Profero.