The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Nissan - Exit


Project: Nissan Exit

Client: John Parslow, marketing operations manager, Nissan Motors GB

Brief: Own original drama on SkyOne

Creative agency: TBWALondon

Writer: Matt Lever

Art director: Helen Board

Planner: Chris Baker

Media agency: Manning Gottlieb OMD

Media planner: Ben Brown

Production company: Partizan

Director: Patrick Bergh

Editors: Alex Hagan and Dan Sherwen, Final Cut

Post-production: The Mill

Audio post-production: Ben Leeves, Grand Central

Exposure: National TV (Sky One)

THE LOWDOWN Three years after BMW pioneered the idea of funded mini-movies to promote the launch of a new car, Nissan is going the extra mile by creating a feature film broken down into 23 separate TV commercials.

The initiative forms the centrepiece of Nissan's ú1.5 million deal, under which the car manufacturer becomes the sole sponsor of three of Sky One's drama series - Nip/Tuck, 24 and the soccer soap opera Dream Team.

The tie-up is claimed to be the largest of its kind in Sky's history and is Nissan's biggest UK TV programme partnership to date.

TBWALondon has produced the film, which features four new models being launched by Nissan during the first half of this year.

Shot on location in Nevada and Arizona, the story follows the main character through a series of dramatic events, the cars aiding him on his journey.

Patrik Bergh, the London-based Swedish director and winner of the 2002 Orange FilmFour prize for short film, directed the film, the final part of which will be screened during the last episode in the series of 24.


Project: volunteering campaign

Client: Fiona Battle, head of marketing and communications, YouthNet

Brief: Encourage take-up of volunteering among 16- to 25- year-olds in

the UK

Creative agency: Mook

Writer: Tom Adams

Art director: Tom Adams

Designer: Mathew Burniston

Media agency: i-level

Media planner: Alex Miller

Exposure: Internet


According to the chancellor, Gordon Brown: "In Britain today there is no compassion fatigue; there is a goodwill mountain waiting to be tapped." A good thing too, as charities are hoping to benefit from the sentiment that led 81 per cent of Brits to give to the tsunami appeal.

One such charity is the volunteering agency, which has created an online campaign through Mook aimed at encouraging young people to bolster their CVs by putting in a stint with a charity.

The campaign features ads offering potential volunteers the chance to search the online database for openings in their area, plus advertorial and a spoof viral, which targets young jobseekers with a fake government website endorsed by the Home Office.


Project: Pedigree manifesto

Client: Cathy Teasdale portfolio manager, Masterfoods Pedigree

Brief: Connect with dog-lovers by demonstrating that Pedigree

understands dogs

Creative agency: TBWAChiatDay Los Angeles

Writer: Chris Adams

Art director: Margaret Midgett Keene

Planner: Suzanne Powers

Media buying: ZenithOptimedia

Media planning: MediaCom

Media planner: Tracey Brown

Production company: RSA, US

Director: Jake Scott

Editor: Rick Lawley, The Whitehouse, US

Post-production: The Mill

Exposure: National TV


Pedigree, the dog-food brand synonymous with the long-running "top breeders recommend it" campaign, is being repositioned in new advertising aimed at sustaining and extending its market leadership and widening its appeal to the UK's 6.5 million dog owners.

Instead of concentrating only on award-winning show dogs, the new TV campaign features real dogs - from pure-breeds to mangy mutts - and a voiceover that touts Pedigree's dog-loving credentials.

Masterfoods, the brand's owner, is putting ú27 million worth of marketing support behind the marketing campaign spearheaded by creative work through TBWAChiatDay Los Angeles.

The through-the-line campaign is the first to be produced by the agency since the Pedigree global business was switched from Grey to TBWAWorldwide at the beginning of last year. Pedigree claims a 50 per cent share of the ú1 billion UK dog-food market.


Project: Conservative poster campaign

Client: Conservative Campaign Headquarters

Brief: Are you thinking what we're thinking?

Creative agency: Immediate Sales

Writer: Immediate Sales

Art director: Immediate Sales

Media agency: Media Planning Group

Media planner: Natasha Ficker

Typographer: Immediate Sales

Exposure: National posters


In what promises to be one of the dirtiest-ever general election battles, Labour has withdrawn ads produced by TBWALondon after they were branded anti-Semitic. The Tory counterattack, created by M&C Saatchi's Immediate Sales subsidiary, comprises a series of poster ads featuring handwritten comments in everyday language suggesting Labour has failed to find commonsense solutions to key issues.

Liam Fox, the Conservative Party co-chairman, said the posters pressed home the message that Tony Blair had lost touch with ordinary people. However, Alan Milburn, Labour's election co-ordinator, accused the Conservatives of "running away" from the election's central issue by failing to mention their economic policies.


Project: Launch campaign for Identity Theft Assistance

Client: Frazer Smith, vice-president of customer development, Capital


Brief: A wake-up call to the threat of identity theft

Creative agency: McCann Erickson

Writer: Chris McDonald

Art director: Matt Statham

Planner: Cathy Samson

Media agency: Starcom Mediavest

Media planner: Ravi Saksena

Production company: Outsider

Director: Steve Hudson

Editor: Bill Smedley, The Quarry

Post-production: Framestore CFC

Exposure: National TV, press


Alistair McGowan, TV's master of mimicry, poses as a thief who steals other people's identities in a new campaign by Capital One to promote its service to victims of credit-card fraud.

McGowan features in a series of TV and press ads to underscore the fact that "identity theft" - where criminals hijack personal details to obtain credit, goods and services - is the UK's fastest-growing crime.

The ads, produced by McCann Erickson, promote the Capital One Identity Theft Assistance service, which provides free information and advice to No-Hassle Platinum card-holders. In each ad, McGowan shows how easy it is to impersonate a member of the public by stealing utility bills and bank statements from their bins.


Project: I shouldn't be here

Clients: Anthony Newman, interim marketing director; Sarah Lyness,

co-director of fundraising and marketing, Cancer Research UK

Brief: Attract donors and realise new revenue streams

Creative agency: Ogilvy

Writers: Colin Nimick, Emma de la Fosse

Art directors: Paul Hargreaves, Charlie Wilson

Planner: Jon Miller

Media agency: MediaCom

Media planners: Nancy Lengthorn, Suzy Jordan

Director: Vadim Jean

Photographer: Robert Wilson

Exposure: Terrestrial and satellite TV, radio, press, posters, DM,



Despite the 11 per cent fall in the cancer mortality rate over the past decade, more than 155,000 people still die from the disease in the UK each year.

As part of an integrated fundraising campaign, Cancer Research UK and Ogilvy have created a campaign to target people who have been affected by the disease. Entitled "I shouldn't be here", the TV spots show cancer survivors getting on with their lives such as a young boy playing football and a man holding his newly born grandchild. A national press campaign, cross-tracks and Tube card panels support the TV ads. Six real-life stories run in print to show the advances Cancer Research UK has made in detecting and curing cancer.


Project: Range Rover Sport prospect mailing

Client: Serge Sergiou, CRM and internet manager, Land Rover UK

Brief: Encourage prospects to consider the Range Rover Sport

Creative agency: Craik Jones Watson Mitchell Voelkel

Writer: David Brown

Art director: Mark Buckingham

Planner: James Champ

Exposure: Mailing to competitive SUV or luxury saloon drivers


To its critics, it's a souped-up Chelsea Tractor. However, the launch of the Range Rover Sport marks a significant move by the company to take on the luxury SUV market leaders such as the Porsche Cayenne and BMW X5 4.8is.

Following the car's debut at last month's North American International Auto Show in Detroit, Craik Jones Watson Michell Voelkel is whetting the appetite of would-be UK buyers with a mailer under the theme: "A Range Rover with an added ingredient." To underline the message, each mailshot includes a tiny bottle of Tabasco sauce and the message that the vehicle "is a bit on the spicy side".

The mailer invites potential customers to be one of the first to receive more information on the model as soon as it is available.


Project: Nice and new

Client: Thierry de Ridder, strategic account marketing manager, Nike

Brief: Launch the new Tuned7 shoe exclusively at Foot Locker stores all

over Europe

Creative agency: Wieden & Kennedy Amsterdam

Writer: Jon Burden

Art director: Paulo Martins

Planner: Mel Shannahan

Media agency: MindShare

Media planner: Dominic Fawcett

Production company: Arden Sutherland-Dodd

Director: Happy

Editor: Russel Tickner, The Whitehouse

Post-production: The Mill

Audio post-production: Scramble

Exposure: National TV


A spot for the new Nike Tuned7 shoe, available exclusively at the footwear chain Footlocker, shows just how far one man is prepared to go to keep his new trainers looking box-fresh.

His route home from the shops involves rolling down hills, crawling across a park and walking on his hands for the final stretch to his front door. (Why he didn't simply wear his old shoes is unclear.)

Footlocker operates some 4,000 stores in 18 countries across North America, Europe and Australia. Last month, the company reported a 15.1 per cent increase in quarterly sales, up to $1.53 billion in the three months to 29 January 2005.