ONE TO LOOK OUT FOR - SKODA - TROUSER PRESS
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.
HOMEBASE - HOMEBASE CAMPAIGN 2005
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
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.
ADIDAS - ADIDAS 1
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
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.
CALPOL - BRAND ADVERTISING
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.
ROYAL OPERA HOUSE - ROYAL BALLET
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."
UNITED AIRLINES - MILEAGE PLUS
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.
DEBENHAMS - DESIGNERS AT DEBENHAMS SPRING 2005
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.
SCI FI CHANNEL - NINTENDO RESIDENT EVIL 4 SPONSORSHIP
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.
PRUDENTIAL - 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.