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
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