This is the second spot in WCRS's love-it-or-loathe-it campaign for the mobile telephone company 3.
"Cherry tart" tells the story of a young schoolgirl who goes in search of a quiet spot where she can eat her packed lunch without having to contend with the attentions of a bully, intent on stealing whatever her mum has packed in her lunch box.
After several thwarted attempts, the girl thinks she's found the perfect spot, hidden in the middle of some flags, only to have her cake stolen by the older schoolgirl. The bully soon drops her prize, though, when the glace cherry that sits on top of the tart starts crooning the Chicago MOR ballad If You Leave Me Now.
The spot was produced by the same team that created "jellyfish", the WCRS creatives Leslie Ali and Simon Robinson and the director Fredrik Bond.
The ad's "we like music" message is altogether more relevant for a mobile phone commercial than the surreal "jellyfish", although Bond's treatment is just as likely to divide audiences as his earlier cowboy effort.
Project: Cherry tart
Client: Lisa Tomkies, communications director, 3
Brief: Create a fresh way of associating 3 with music
Creative agency: WCRS
Writer: Leslie Ali
Art director: Simon Robinson
Planner: Cameron Saunders
Media agency: MindShare
Media planner: David Josephs
Director: Fredrik Bond
Production company: MJZ
Editor: Tim Thornton-Allan, Marshall Street Editors
Post-production: The Mill
Audio post-production: Wave
Exposure: National TV
OXO - LIVEN UP MEALS
Abbott Mead Vickers BBDO is behind a new TV and radio campaign for Oxo that launches on 1 November.
The 30-second spot, entitled "rock", features a mum arranging for a rock band to perform in the garden to make the family dinner more exciting.
Her attempt to spice up the meal goes awry when a grey-looking shepherd's pie is dished up. The ten-second cut-down features a ballad sung to a bland roast chicken dinner and ends with a voiceover explaining that a sprinkling of chicken Oxo cube will give the rocker's roast a "fantastic crispy skin".
Both ads end with the line: "Oxo. Liven up mealtimes the easy way." A small press campaign, providing tips on how to improve meals with Oxo, will run simultaneously.
Project: Oxo cubes
Client: Tim Perman, marketing director, Campbell's
Brief: Show how Oxo can add magic to everyday meals
Creative agency: Abbott Mead Vickers BBDO
Writer: Charlotte Horton
Art director: Bonnie Horton
Planner: Nicole Masters
Media planning: Naked
Media planner: Gavin May
Media buying: ZenithOptimedia
Production company: Blink
Editor: Joe Guest, Final Cut
Post-production: Smoke & Mirrors
Audio post-production: Gary Walker, 750mph
Music arrangement: Mark Campbell, Joe & Co
Exposure National: television, radio, press
RADIO 1 - IN NEW MUSIC WE TRUST
Radio 1 is looking to alert listeners to its post-7pm programming with a new print and TV campaign from Fallon. A series of 48- and 96-sheet posters focuses on Zane Lowe, the latest DJ to join the evening schedule. The ads combine photography, illustration and digital imagery, designed by the graphic artist Joe Lardner, showing Lowe surrounded by leads, decks, a guitar and other musical imagery, all incorporated into a coat of arms, complete with faux motto.
The posters will be followed by a TV campaign from the young directing team Ne-O. Three 40-second films launch nationally on 31 October and feature a series of scenes showing various young listeners enjoying the same music, but in different surroundings. The spots aim to convince a notoriously cynical target market that Radio 1's new music can be a force that brings young people together. Three bands - Razorlight, Alterego and Go-Team - have been chosen to represent Radio 1's evening playlist.
Project: Radio 1
Client: James Wood, marketing manager, BBC Radio 1
Brief: Alert listeners to Radio 1's post-7pm schedule
Creative agency: Fallon
Writer: Lawrence Seftel
Planner: Rachel Barrie
Art director: Gary Anderson
Illustrator: Joe Lardner
Production: company Stink
Editor and editing: Ne-O
Audio post-production: Wave
Exposure: BBC TV, print
GRAHAM & BROWN - WALLPAPER
Suddenly, wallpaper is hip. For years, the mere mention of it conjured images of busy floral patterns, twee country cottages, fussy Victorian prints and your grandmother's sitting room. No longer. TV home-maker programmes have been changing perceptions, and interior designers now look on wallpaper as the decorative touch that pulls a room together, gives it personality and provides a relaxing antidote to hectic lifestyles.
Graham & Brown claims to be spearheading the trend by using a combination of leading-edge designers and those, such as Laurence Llewelyn-Bowen, with more mass-market appeal. In its first work on the brand since winning the manufacturer's business in August, Manchester's Barrington Johnson Lorains has opted for a style-press campaign to accelerate wallpaper rediscovery by homeowners.
Project: Graham & Brown
Client: Alan Kemp, marketing manager, Graham & Brown
Brief: Create a campaign that makes Graham & Brown synonymous with
Creative agency: Barrington Johnson Lorains
Writer: Lisa Nichols
Art director: Gary Fawcett
Planner: Nicky Unsworth
Media agency: Mediavest Manchester
Media planner: Gillean McLaran
Photographer: Mat Wright
Exposure: Style press/magazines
VIRGIN MOBILE - BUNDLES
Missy Elliott is taking over from Christina Aguilera as the Virgin Mobile frontwoman and she stars in the latest television campaign for the network's packages of text-message and talk-time bundles.
Created by Rainey Kelly Campbell Roalfe/Y&R and directed by Bryan Buckley, the ads continue in the familiar, slightly naughty Virgin vein and show Missy in situations that could potentially see her losing friends. Leading into the line "so who cares if no-one's talking to you", the ads show customers how unused bits of their bundles packages can be carried over for two months.
In one of two spots, Elliott chokes on a pretzel and a friend's father uses the Heimlich manoeuvre on her. The friend arrives to find them in a compromising position.
Project: name Bundles
Client: James Kydd, brand director, Virgin Mobile
Brief: Show that Virgin Mobile's bundles last longer
Creative agency: RKCR/Y&R
Writers: Rob Hanson, Craig Holdsworth
Creative director: Ben Priest
Planner: Tom Morton
Media buying: MG OMD
Media planning: Good Stuff
Media planner: Sean Mellows
Director: Bryan Buckley
Production company: Hungry Man
Editor: John Smith, The Whitehouse
Audio post-production: Wave
Exposure: National TV
LAND ROVER - ALL NEW DISCOVERY
The mailing for the launch of Land Rover's latest model, the All New Discovery, is both tactile and interactive, with the use of devices such as acetates and pull-outs.
Created by Craik Jones Watson Mitchell Voelkel, the 12-page booklet targets customers around the world and, as well as showcasing various features of the car, includes an invitation to take it for a spin.
The book's design includes fold-out spreads, transparent pages and different-textured sections, as well as a CD-Rom. It was mailed to 53,000 existing customers and potential prospects in the UK.
A large-scale television campaign by Land Rover's above-the-line agency, Rainey Kelly Campbell Roalfe/Y&R, also backs the car's launch.
Project: All New Discovery
Clients: Les Knight, global Discovery communications manager; Steve
Bowler, UK marketing manager
Brief: Launch mailing
Agency: Craik Jones Watson Mitchell Voelkel
Writer: David Brown
Art director: Mark Buckingham
Planner: James Champ
Photographer: Richard Prescott
BHS - FEEL
Philip Green, the Bhs boss, is notoriously anti-advertising but, breaking the habit of a lifetime, the store is launching a £3 million multimedia campaign in the run-up to Christmas. It is Bhs's first advertising in a decade. The ads, created by HHCL/Red Cell, introduce the line "feel Bhs" and showcase a range of Bhs products. The TV spot gets viewers in the Christmas mood and features a little girl and her puppy wandering through a winter wonderland. The endline, "feel enchanted", is tacked on to "feel Bhs", a tactic with potential for future campaigns.
Client: Romney Drury, marketing director, Bhs
Agency: HHCL/Red Cell
Writer: Steve Henry
Art director: Steve Henry
Planner: Fiona Morrison
Media agency: MPG
Media planner: Rob Lynam
Director: Julia Jason
Production company: Cowboy Films
Editor: John Mayes, Marshall Street Editors
LEVI'S - MAX
Lateral has come up with a viral campaign for Levi's Europe that allows people to compose mobile phone ringtones for free, without giving out their mobile number.
The mobile phone ringtone market is a lucrative one - $3.1 billion was spent on downloads in 2003, up 40 per cent on the previous year according to the research company ARC Group, and technology such as this could cause a big dent in those revenues.
Levi's Mobile Audio Mixer (Max) is available to download from the www.eu.levi.com website and lets users create their own tracks from scratch, without being limited to predetermined patterns or sets. Users can upload their tracks back on to the website, or share the new ringtones with their friends.
Project: Levi's Europe Mobile Audio Mixer
Client: Helene Venge, head of digital marketing, Levi's Europe
Brief: Broaden eu.levi.com's offline offering
Writer: David Jones
Art director: Simon Crab
Director: Simon Crab
Designer: Karl Anderson
Developers: PocketPanic (Sweden), Lateral (UK)