The Work: New Campaigns - UK


Project: Trouser press

Client: Mary Newcombe, head of marketing, Skoda

Brief: The Fabia VRS defies expectations

Creative agency: Fallon

Writer: Lawrence Seftel

Art director: Gary Anderson

Planners: Felicity Morgan, Lucy Howard

Media agency: MediaCom

Media planner: Gemma Beneke

Production company: Biscuit Films through Independent

Director: Noam Murro

Editor: Avi Oron, Bikini Edit

Post-production: The Mill

Audio post-production: Wave

Exposure: National TV

THE LOWDOWN Reasoning that after five years of successful campaigning owning a Skoda is no longer perceived as embarrassing, Fallon has introduced a new campaign for the brand.

It has created two 60-second spots backed with print and viral ads that instead take a product-focused approach, albeit in a leftfield manner. The first ad, "trouser press", supports the Fabia VRS, a hatchback targeted at the family market, with a scene that opens with a bag-snatcher racing down a street apparently pursued by the police, or perhaps a have-a-go hero. It turns out he is running away from a trouser press, brought to life via a motor. The trouser press is linked to the Fabia VRS with the line: "Practical and exciting - you don't see that very often." The second television spot, "gymnast", features overweight acrobatics, and backs the Octavia Estate 4x4 model.

Skoda, which spends around ú5 million above the line annually, will hope that the more confident approach will result in a sales boost across its range. In 2004, its total UK sales were down by 4.16 per cent to 35,029, according to figures from the Society of Motor Manufacturers and Traders.


Project: Homebase campaign 2005

Client: Ajay Kavan, marketing director, Homebase

Brief: Drive footfall through price reappraisal in a stylish framework

Creative agency: Abbott Mead Vickers BBDO

Writer: Paul Brazier

Art director: Paul Brazier

Planner: Sally Fisher

Media agency: MindShare

Media planner: Simon Lonsdale

Production company: Partizan, New York

Animator: Water

Editors: Rebecca Hall, David Abrantes

Post-production: AMV BBDO Digital Lab

Exposure: National TV


RIP Leslie Ash's and Neil Morrissey's Homebase oeuvre. Abbott Mead Vickers BBDO's first work for the DIY chain since retaining the account last year marks a new advertising direction for Homebase. It also marks a new relationship between the client and the agency that goes beyond advertising through to point-of-sale design.

The new campaign revolves around the orange dot from the company logo, which becomes an animated portal through which consumers get a glimpse of the Homebase range. The identity has been developed to work across all channels, including below the line and in-store, and aims to build on last year's sales momentum. The campaign kicks off on TV in the run-up to Easter, and is backed by ads in the national press.

Homebase revealed like-for-like sales up 4 per cent for the six months to September 2004.


Project: Adidas 1

Client: Audrey Schillings, marketing communications manager, Adidas

Brief: Give viewers a deeper understanding of Adidas 1, its cutting-edge

technology and its capabilities, through interactive TV and by allowing

viewers to download a free mobile movie

Creative agency: Weapon7

Writer: Mark Brown

Art director: Simon Smith

Planner: Mark Brown

Media agency: PHD

Media planners: John Murray, Jennifer Harden

Production companies: Weapon7, Sky

Director: Simon Smith

Editor: Simon Smith

Post-production: Weapon7

Audio post-production: Weapon7

Exposure: Sky Digital


It may sound like some kind of Dr Frankenstein creation, but Adidas claims to have made the world's first intelligent shoe. The new ú175 trainer, called Adidas 1, has a tiny computer in its sole that can tell what type of ground the runner is on. It then changes its shape and cushioning level accordingly.

To back the launch, Adidas is running a television campaign by TBWA and 180, which involves an interactive element, developed by Weapon7.

The interactive strand aims to demonstrate how the shoe reacts and adapts to its environment, and simply features a spinning shoe that moves and dances to music played in the background. It also enables viewers to send a text to Adidas to receive a 90-second video clip of the shoe in action.


Project: Calpol brand ads

Client: Alyson Lockley, category manager, paediatric care, Pfizer

Brief: Show that Calpol is the expert in children's medicine

Creative agency: JWT

Writer: Louise Wright

Art director: Jason Berry

Media agency: MindShare

Media planner: Diane Pople

Production company: Stink

Director: Jesper Hiro

Exposure: National TV


Building on its long-held reputation as an expert in children's medicine, Calpol has unveiled a 20-second TV ad, entitled "giant squid". Created by JWT London, the spot shows a small boy whose imaginary game involves wrestling a giant squid in the middle of a shopping centre. His antics soon bring on a headache, but with the help of a quick fix from a Calprofen sachet, he's ready for his next engagement, a colossal sea snake.

Calpol's owner, Pfizer, reported profits of $2.83 billion for the fourth quarter of 2004.

Revenues for the quarter were also up 7 per cent at $14.9 billion.


Project: Royal Ballet

Client: Corline Bailey, marketing director, Royal Opera House

Brief: Let people know that ballet has the power to transform your world

Creative agency: Lowe

Writer: Ed Morris

Art director: Ed Morris

Planner: Helen Druce

Media agency: Initiative

Photographer: Charlie Crane

Exposure: London 48- and 96-sheet cross-track


The Royal Ballet is attempting to increase its popularity among Londoners with a new poster campaign created by Lowe.

The campaign, aimed at culturally aware Londoners in their 20s and 30s, shuns the usual promotion of particular performances in favour of work that shows ballet as an art form.

The ads present the ballet as a means of escaping ordinary life using the line: "Somewhere out of the ordinary." Each ad shows a person in an everyday situation, and translates their pose into a ballet position.

Ed Morris, Lowe's creative director, said: "It highlights the beauty and power of ballet compared with the increasingly grey and ordinary world around us."


Project: Mileage Plus

Client: Mike Tunnicliffe, manager, advertising and promotions, Europe

Brief: Generate sign-ups to Mileage Plus

Creative agencies: Lean Mean Fighting Machine, Fallon

Writers: Dave Bedwood, Sam Ball

Art directors: Dave Bedwood, Sam Ball

Programmer: David Cox

Planner: Tom Bazeley

Media agency: Outrider

Media planner: Sarah Matthews

Exposure: UK internet


The new campaign for United Airlines is its first since its award-winning work featuring illustrations by Joe Sorren - a hard act to follow.

This time, the digital work from Lean Mean Fighting Machine uses a variety of illustrations from United's stock of artwork to promote the airline's Mileage Plus loyalty scheme to business travellers. The scheme earns more than 50,000 air miles for passengers flying first- or business-class return trips to the US on qualifying flights before the end of April.

Formats include expandable banners and skyscrapers plus an interactive ad that features a three-dimensional airscape and a plane which changes direction depending on how website visitors move the mouse.


Project: Designers at Debenhams spring 2005

Client: Jess Burnett, brand manager, Debenhams

Brief: Launch the new 2005 spring designer collection

Creative agency: Miles Calcraft Briginshaw Duffy

Writer: Malcolm Duffy

Art director: Paul Briginshaw

Planner: Ila de Mello Kamath

Media agency: Carat

Media planner: Philippa Goldberg

Exposure: National TV, national press, local radio and local press


Debenhams is pushing its Designers at Debenhams range in a ú2 million multimedia campaign, its first by Miles Calcraft Briginshaw Duffy. The range, which includes lines designed by John Rocha and Jasper Conran, helped boost sales over Christmas.

The theme for the TV spot is a fashion shoot by the photographer Frederic Auerbach,in which he apparently takes the shots that will be used as press ads, on the store's website and in shop windows.

Debenhams announced a massive store-expansion programme last year, to focus on its female market.


Project: Sci Fi/Nintendo Resident Evil 4 sponsorship

Client: Glynn Ryland, creative director, Sci Fi Channel

Brief: Bringing the world of Resident Evil to life

Creative agency: Devilfish

Writers: "Albert" (Andy Poyiadgi and Barry Kimber)

Art directors: Rosie Thomas, Marc Everett

Designer: Matt Bauer

Agency producer: Charlotte Dale

Production company: Godman

Directors: "Albert" (Andy Poyiadgi and Barry Kimber)

Executive producer: Ed Sayers

Editor: Julian Eguiguren, Final Cut

Exposure: Sci Fi Channel


Gaming fans have been waiting five years for the launch of Resident Evil 4. They won't be disappointed when it finally comes out, according to Cube magazine, which claims "it could be the best game of all time". So these idents promoting the game's sponsorship of the Sci Fi Channel's primetime programmes have a lot to live up to.

The three spots, created by devilfish, tread the well-worn path of featuring "eyewitness" testimonies from people who have come face to face with the horrors contained in the game, and survived. The scenes were filmed in an abandoned wing of a Victorian hospital and the dialogue is in Spanish - the game is set in Spain - with subtitles in English, to help create a sinister and oppressive atmosphere.


Project: Reassurance

Client: Roger Ramsden, marketing director, Prudential

Brief: Reassure Prudential customers that their money is in good hands

Creative agency: WCRS

Writer: Simon Aldridge

Art director: Vince Chasteauneuf

Planner: Liz Steadman

Media agency: PHD

Media planner: Jess Sinclair

Exposure: National press and posters


In a bid to show Prudential's customers that their money is in good hands, the financial services group's latest campaign, by WCRS, tells them exactly how their savings are invested.

Alongside lines such as "Pru invest ú160 billion worldwide" and "Pru invest ú14 billion in property," three print and poster ads show a giant pound coin being slotted into a cityscape, a factory and a construction site.

The campaign comes on the back of a successful year of investment for the company in 2004. Prudential's with-profits fund notched up a 13.4 per cent investment return, meaning that all of its policy-holders will be receiving an annual bonus - unlike those at rivals, such as Norwich Union and Scottish Widows.

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