The Work: New Campaigns UK

ONE TO LOOK OUT FOR - Smirnoff - Triple distilled Project: Triple distilled Client: James Pennefather, brand director, Smirnoff, Diageo UK Brief: Continue to drive the distinctive values of Smirnoff Creative agency: JWT London Writer: Richard Baynham Art director: Ian Gabaldoni Planner: Daniel Hill Media agency: Carat Media planner: Adam Rattner Production company: MJZ Director: Fredrik Bond Editor: Tim Thornton-Allan, Marshall Street Editors Post-production: The Moving Picture Company Audio post-production: Wave Exposure: National TV, cinema


In its latest advertising for Smirnoff vodka, JWT has moved into the realm of interactive TV.

Running on Sky Digital from 2 October, the ú2 million campaign is designed to highlight the fact that Smirnoff is triple distilled.

The ad is in three segments and after each one the viewer has to press the red button on their TV remote control to see the next.

In the first segment, a man tells his lover that he knows she's had an affair and that he is leaving her. In the second, by repeating the same scene but removing action and dialogue, the man is shown telling the woman he has been unfaithful. In the third, an even more edited version, he simply tells her he loves her.

The commercial will also air as 60-second and 40-second non-interactive spots on UK terrestrial channels from 10 October.

Over the past three years, the Smirnoff brand has contributed more than 80 per cent of the total above-the-line spend in the vodka category.

NIKE - SECRET WEAPON Project: Secret weapon Clients: Paolo Tubito, marketing director; Adam Collins, brand communications manager, EMEA, Nike Brief: Launch Nike Pro apparel across Europe Creative agency: Nitro Writers: Paul Shearer, Bruce Crouch Art directors: Paul Shearer, Bruce Crouch Planner: Enda McCarthy Media agency: MindShare Media planner: Dominic Fawcett Production company: Serious Pictures Director: Ivan Bird Post-production: The Mill Exposure: TV, cinema


Nike has drawn together four of the world's top sportsmen to appear in advertising to promote the psychological and physical benefits of its Nike Pro range of sports clothing.

Arsenal's French international footballer Thierry Henry and the Welsh rugby player Gavin Henson line up alongside Spain's Rafael Nadal, the world's number-two ranked tennis player, and Dirk Nowitzki, the German basketball star who plays for the Dallas Mavericks, for the new TV spot.

Called "secret weapon", the commercial shows how the athletes use Nike Pro to banish their pre-game doubts and fears. Each is shown sitting isolated in a dressing room as they prepare for a match.

The campaign is the first significant work to be produced for Nike by Nitro since the agency was appointed in May to handle a pan-European assignment for the sportswear manufacturer.

Paul Shearer, a Nitro founding partner, said: "The ad is about trying to capture a moment with the athletes that we never normally see. It's about the way they give themselves the confidence to win and how the product can help that process."

UNITED AIRLINES - FLUSH Project: Flush Clients: Ken Connor, global manager, marketing communications; Helen Doig, European marketing manager, United Airlines Brief: Maximise your connections with United Creative agency: Fallon Writer: Simon Roseblade Art director: Glenn Gibbins Media agency: Mediaedge: cia Production company: Th1ng Director: Sylvain Chomet Exposure: National and international TV


Sylvain Chomet, the Academy Award-winning director of the film Belleville Rendez-Vous, applies his unique animation style to the latest campaign for United Airlines.

United filed for bankruptcy protection in December 2002 and hasn't posted a profitable quarter for five years. The campaign, by Fallon, stresses how many transatlantic flights the troubled airline runs in comparison with its competitors. In one spot, a businessman resorts to wearing a parachute and flushing himself out of the plane toilet in a desperate bid to get to Wyoming because the carrier he's chosen doesn't serve that state.

THE NATIONAL MAGAZINE COMPANY - SHE Project: She Clients: Becky McBride, She publisher; Justine Southall, group publishing director, The National Magazine Company Brief: Relaunch She magazine Creative agency: HHCL United Writer: Jonathan Burley Art director: Peter Williment Planner: Fiona Morrison Media agency: Initiative Media planner: James Collinson Photographer: Jane Hilton Exposure: London poster sites


In the face of declining circulation, the National Magazine Company is relaunching its women's monthly She with a ú2 million adspend.

A London-based outdoor campaign, by HHCL United, features simple images from the fashion pages of the first issue. Beneath these runs the magazine's new logo: "She. For a life less ordinary."

The London campaign is designed to target advertisers and the trade, while a direct marketing strand will alert all NatMags' subscribers to the changes. A retail push and sampling campaign will also drive awareness.

She will compete against titles including Conde Nast's Easy Living and Haymarket's Eve. It is aiming for a circulation of 150,000 copies a month.

VAUXHALL - NEW VECTRA LAUNCH Project: New Vectra launch Client: Peter Hope, manager, integrated marketing, Vauxhall Brief: Launch the new Vectra and new Signum in the UK Creative agency: Delaney Lund Knox Warren & Partners Writer: Malcolm Green Art director: Gary Betts Photographer: Paul Murphy Producer: Susie Innes Planners: Simon McCrudden, Dan Shute Media agency: Initiative Media planner: Steve Payne Production company: Nice Shirt Director: Stuart Douglas Photographer: Paul Murphy Producer: Susie Innes Post-production: Tom Sparks, Alteration Services Exposure: National TV, motoring press


Delaney Lund Knox Warren & Partners has unveiled its debut TV spot for General Motors' first Europe-wide campaign for its Vectra and Signum marques.

The 30-second ad opens on the shoes of a mysterious man dressed in black and a raucous group of children playing football in the streets of Rome.

As a black Vectra drives past, the children stop what they are doing. At the end of the ad, it becomes clear that it wasn't just the car that demanded respect - the infamous football referee Pierluigi Collina is revealed as the driver.

The ad closes with the line: "The new Vectra and new Signum. Take control."

GM is putting an estimated ú30 million behind the campaign, which attempts to bring more synergy and efficiency to the promotion of the Vectra across Europe.

WOMANKIND WORLDWIDE ORGANISATION - WOMANKIND WORLDWIDE Project: Womankind Worldwide Client: Maggie Baxter, executive director, Womankind Worldwide Brief: Raise awareness of Womankind, and the work it does worldwide, in order to increase support and donations Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writer: Mike Boles Art director: Jerry Hollens Planner: Megan Thompson Media agency: n/a Media planner: n/a Photographer: Nick Meek Exposure: n/s


Rainey Kelly Campbell Roalfe/Y&R has created a campaign to encourage donations to the Womankind Worldwide Organisation. The UK-based charity helps women in developing countries who are isolated by harmful traditions, conflict, violence or poverty.

Press ads depict women in violent situations. In one, a woman is beaten by her husband in her home. Others portray rape and violence during wartime and genital mutilation in Africa. In each ad, a superhero stands between the women and their abuser. The ads all use the line: "If we're not there to help the countless victims of domestic violence, who do you think will be?"

CHANNEL 4 - JAMIE'S GREAT ITALIAN ESCAPE Project: Jamie's Great Italian Escape Clients: Nick Stringer, marketing manager, factual, features and sport; Sophie Rouse, marketing executive, factual, features and sport, Channel 4 Brief: Promote Jamie's Great Italian Escape Creative agency: 4creative Writer: Tom Tagholm Art director: Tom Tagholm Planner: Richard Burdett Media agency: OMD Media planning: Michaelides & Bednash Photographer: Jim Fiscus, Fiscus Productions Exposure: National TV, print, online


Channel 4 is launching a new six-part series in which Jamie Oliver heads to Italy to rediscover what first inspired his love of food. Jamie's Great Italian Escape follows his travels through Italy as he searches for the country's gastronomic heart.

To promote the series, 4creative has developed a print campaign. One ad features a Mafia-esque butcher, chopping chunks of meat with a machete. Another ad features Oliver strung up with animal carcasses.

In August, Channel 4 held a 12.5 per cent share of overall viewers, up on July's share, which stood at 10.6 per cent.

TIME OUT - SPECIAL ISSUES PROMOTION Project: Special issues promotion Client: John Luck, marketing director, Time Out Brief: Advertise weekly content on fortnightly copy-out media Creative agency: Mother Writer: Mother Art director: Mother Planner: Mother Media agency: Total Media Media planner: Nick Baughan Photographer: Marius Hansen Retouching: In-house Exposure: London Underground six-sheets


Mother has created a series of six-sheet poster ads to promote the London listings bible, Time Out.

The ads all play on the theme of this week/next week, and depict the magazine's current and forthcoming special-issue themes in one image.

In a Damien Hirst pastiche, one ad includes a shot of a cameraman cut in half and suspended in a tank filled with formaldehyde. This promotes both the art and film specials. With a nod to the film The Evil Dead, a shot of a plumber's fist rising from the grave advertises the haunted London and essential-services themed issues.

Time Out has a circulation of 88,851. The title had a 0.3 per cent increase in the January to June ABCs.

NISSAN - HIGHWAY CODE Project: Highway Code Clients: Helen Perry, manager of customer relationship and online marketing; David Blaseby, customer relationship marketing co-ordinator, Nissan Brief: Promote the new Navara and encourage people to take a test drive Creative agency: Tullo Marshall Warren Writer: Jesse Little Art director: Mickey Madgett Planner: David Lloyd Exposure: 70,000 people who have shown interest and cold prospects


Nissan is mailing out spoof copies of the Highway Code in an attempt to extend sales of its Navara pick-up truck into new areas and match the appeal of rivals such as the Range Rover and the Mitsubishi Shogun.

The initiative is in line with major auto manufacturers' strategy to build sales of their pick-up trucks beyond builders, workmen and farmers with particularly messy jobs to do.

Today, pick-ups such as the Navara are being marketed increasingly as lifestyle accessories or as vehicles to work in during the week and to use like a normal car at weekends.

Produced by Tullo Marshall Warren, the mailer uses images of road signs to emphasise the Navara's qualities - from rapid acceleration to good road handling.

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