The Work: New Campaigns - UK


Project: Stephen Fry

Client: Rachel Macbeth, advertising manager, Orange

Brief: Orange is making 3G easy by letting you try it free for three


Creative agency: Mother

Writer: Mother

Art director: Mother

Media agency: Initiative

Media planning: Naked

Media planner: Fleur Holcroft

Production company: Hungry Man

Director: Bryan Buckley

Editor: Andrea MacArthur, Peepshow

Post-production: Golden Square

Audio post-production: Factory

Exposure: National TV

THE LOWDOWN Orange is continuing its 3G offensive with a new spot that pits the formidable brain of Stephen Fry against the Orange men, who have moved out of the Hollywood film company boardroom to the UK in their search for the new face of the mobile phone brand.

The ad, which follows Orange's 3G launch spot starring Elton John, finds Fry consistently one step ahead of his potential employers when they approach him in a restaurant. The new campaign aims to drive uptake of the 3G service - essential if Orange is to recoup its share of the ú22.5 billion that it, BT, Vodafone, Hutchison 3G and T-Mobile (then One2One) paid for the five UK 3G licences in spring 2000. The market leader, 3, now has subscriptions nearing three million.

The handset manufacturer Nokia predicts growth in 3G phone sales of more than 400 per cent during 2005, forecasting that more than 70 million people internationally will own one of the 3G phones by the end of the year.


Project: Oh yeah

Client: Susan Kosminski, assistant brand manger, AG Barr soft drinks

Brief: Reflect the character of the Diet Irn-Bru brand and its audiences

Creative agency: The Leith

Writer: Chris Watson

Art director: Rufus Wedderburn

Media agency: PHD

Media planner: Jason Spencer

Production company: MTP

Director: Steve Burrows

Exposure: National TV


To build on a 13 per cent sales surge over the past year, AG Barr is spending ú2.5 million on a makeover for the diet version of Scotland's favourite soft drink, Irn-Bru. Included in the drive is a TV spot by Leith Edinburgh.

The ad stars the swarthy show-off Raul, who disturbs two girls sipping chilled Diet Irn-Bru by the pool. As he poses in his trunks on the high board, the girls dazzle Raul by reflecting sunlight into his eyes with their compact mirrors. He slips and is left dangling from the diving board, followed by a pratfall, minus trunks, into the pool.


Project: Sins

Client: Julia Bowe, marketing director, Harvey Nichols

Brief: Make Harvey Nichols desirable to the increasing numbers of

fashion lovers

Creative agency: DDB London

Writer: Adam Tucker

Art director: Justin Tindall

Planner: Catherine Mouston

Media agency: PHD

Media planner: Donna Glanvill

Photographer: Tim Bret-Day

Exposure: National press


A glossy and colourful print campaign seeks to lure designer-hungry divas into Harvey Nichols by positioning the upmarket department store as a hotbed of temptation. The first ad in the "sins" campaign, the follow-up to last year's successful "HN on earth" series, is "envy". The ad shows beautiful women clad in this season's green creations by designers including Zac Posen, Marc Jacobs and Chloe. The women are united in their envy of a woman who's resplendent in a fuschia Yves Saint Laurent dress.

A second spot, "vanity", shows women in love with their own reflections, as well as with the treats at Harvey Nichols' beauty department. The strapline to each ad promises: "Seven sins on five floors."

The ads were photographed by Tim Bret-Day, who also shot DDB London's "HN on earth" campaign.


Project: The Ball

Client: Clare Mullin, marketing director, Dyson

Brief: Launch The Ball, the new upright cleaner from Dyson,

demonstrating its manoeuvrability

Creative agency: Vallance Carruthers Coleman Priest

Writer: Nikki Maltby

Art director: Simon Sworn

Planner: Sophie Maudner

Media agency: Walker Media

Media planner: Shabaz Sharriff

Production company: Partizan

Director: Matthias Hoene

Post-production: The Mill

Exposure: National TV


Dyson is backing the launch of its new DC15 vauum cleaner - The Ball - with its biggest ad campaign to date.

The campaign is rolling out in two phases. The first, a teaser campaign, simply features the yellow ball that is the crucial component of the DC15. Ads featuring the ball will appear as posters and as ten-second TV spots. These will be followed by 30-second ads that begin with the ball whizzing around the screen. A voiceover then asks "What if a Dyson was built around a ball?" as the rest of the cleaner is assembled on the moving ball. Once complete, the voiceover states: "The Ball. Designed to move."

The campaign is the first high-profile work for Dyson from Vallance Carruthers Coleman Priest, which won the ú4 million account last September.

Dyson more than doubled its profits last year to ú103 million on the back of strong US sales. The account is handled in the US by Fallon.


Project: AA Team

Client: David Tyers, head of marketing, AA Insurance

Brief: Relaunch the AA's car insurance

Creative agency: Rapier

Writer: David Prideaux

Art director: Kevin Bratley

Planners: Max Wright, Henry Nash

Media agency: Manning Gottlieb OMD

Media planners: Emma Mee, Kate Atkins

Production company: Brave

Director: Jason Smith

Editor: Jo Guest, Final Cut

Post-production: Clear

Exposure: National TV, press, radio, direct


The AA sold one million car insurance policies in 2004 and claims to have saved customers up to 30 per cent on their renewals. The company is now seeking to relaunch its insurance service with two TV ads, "launch" and "demands", which feature the "AA Team", negotiators who battle for the best deal.

The AA Team has been created to cement the AA's positioning as the motorists' champion. The spots, by Rapier, aim to demonstrate that, out of a selection of 22 different companies, the AA offers customers the lowest car insurance quote.

The AA is spending ú10 million on the relaunch campaign, which runs across all media.


Project: Trees for Cities

Client: Graham Simmonds, chief executive, Trees for Cities

Brief: Get regular donations for tree-planting projects

Creative agency: Spirit Advertising

Writers: Chris Hubert, Phil Ramage

Art directors: Chris Hubert, Phil Ramage

Planner: Richard Hammond

Media agency: In-house

Photographer: David Douthwaite

Retouching: Antony Crossfield

Exposure: London Underground, press, outdoor


Trees for Cities, the charity that supports tree planting and green initiatives in urban areas, has launched a poster campaign to increase donations.

Two ads, by Spirit Advertising, feature a tree branch resembling an outstretched hand and use the line: "Our trees need a helping hand. Donate today." A third plays on the word "trunk", with a poster advertising tree-planting in Elephant & Castle.

The ads, which will run across London, aim to encourage people to give money for planting projects in the city. The charity, which already operates on a global basis, hopes to roll out its projects from London into other UK cities, with the two-pronged aim of rejuvenating dilapidated areas and helping to combat the environmental impact of CO2 emissions.


Project: Matalan brand campaign

Client: Katie Aston, marketing manager, Matalan

Brief: Communicate the great-value fashion available for all the family

Creative agency: Euro RSCG London

Writer: Alan Curson

Art director: Nigel Rose

Planner: Richard Kelly

Media agency: Feather Brooksbank

Media planner: Angie Brown

Production company: Patricia Murphy Films

Director: Patricia Murphy

Exposure: National TV, press, six-sheet posters


Euro RSCG London's first work for the fashion and homeware store Matalan shows off the store's range of family fashions. Two colourful 30-second ads depict the different looks available in Matalan's spring and summer range, such as "hippy hippy chic" and "life's a beach", in the style of high-fashion shoots. A collapsing sandcastle and a recalcitrant donkey create a summery theme and the soundtrack is the 1965 tune The Clapping Song by Shirley Ellis.

Ads in the national press, women's magazines, six-sheet posters outside Matalan stores and point-of-sale activity support the TV ads.

Last year, Matalan posted a small increase in revenues from ú1.02 to ú1.05 billion, but a decrease in net profit from ú86.7 million to ú43.4 million.


Project: Pilot's licence

Client: Elliot Grace, marketing communications manager, Saab Great


Brief: Promote Saab's aircraft heritage

Creative agency: Draft London

Writer: Kevin Mills

Art director: Carl Knapper

Planner: Chris Ridd

Exposure: Direct mailing, online


Despite shifting its attention away from making planes to cars in 1947, Saab has continued to draw on its aviation heritage over the years.

A new direct campaign from Draft continues this tradition, comparing features on the car manufacturer's 9-3 Sport Saloon range - and specifically the Aero model - to hi-tec aircraft design.

The front of the DM pack features a "permit to fly", while the reverse shows vapour trails emerging from the car. The campaign complements TV work by Lowe.

Owned by General Motors, Saab has a UK market share of 1 per cent. The 9-3 Sport Saloon Aero competes with models such as the BMW 330i and the Audi S4.