TBWA unveils Ask Jeeves TV spot

TBWA/London has produced its first work for the search engine Ask

Jeeves after winning the creative account last year.

TBWA has created a 30-second TV ad called 'dilemma' that continues to

use the Ask Jeeves butler as the central brand icon. TBWA won the pounds

10 million UK account last year after Euro RSCG Wnek Gosper resigned it

because of a conflict with the Microsoft MSN account, which it then


The new commercial shows a range of people with questions that need


It starts with a woman asking 'Where will I find the man of my dreams?',

followed by a man needing job information. The action then cuts to a

chef who asks 'Have Scunthorpe United scored yet?', and a waitress

wanting to know 'What happened in last night's EastEnders?'.

Jeeves appears at the end of the ad to answer a question from a young

woman wanting to know what will be in fashion next season. Jeeves

replies: 'Big geometric prints will be making a comeback.'

Ask Jeeves launched in February 2000 with ads through Euro RSCG that

featured Jeeves and other characters based on PG Wodehouse's Jeeves and

Wooster books. The TBWA ad is the first TV work for Ask Jeeves since the

launch campaign. It has also run a pounds 1 million business to business

campaign, through Mason Zimbler, to promote its navigation services to

other sites.

Ask Jeeves UK is owned jointly by Ask Jeeves in the US, Carlton

Communications and the Granada Media Group. Ask Jeeves has attracted 3.1

million unique users. However, last year it was reported to have delayed

a stock market flotation because of tough market conditions. It is

building its advertising sales operation and has signed major

advertisers including British Airways and Barclaycard.

The ad was art directed by Tony St Ledger and written by Sam Taylor.

It was directed by Sam Miller through Mustard. Media is handled by Media

Planning Group.


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