The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Skoda - Train Project: Train Client: Mary Newcombe, head of marketing, Skoda UK Brief: Show that the new Octavia vRS is a car that defies expectations Creative agency: Fallon Writer: Lawrence Seftel Art director: Gary Anderson Planner: Lucy Howard Media agency: MediaCom Media planner: Lizzie Nolan Production companies: Independent, Biscuit Filmworks Director: Noam Murro Editor: Avi Oron, Bikini Edit Post-production: Glassworks Audio post-production: Wave Exposure: National TV, cinema


The latest ad in Fallon's "practical and exciting" campaign for Skoda features a dramatic train-top dash, shot in the style of Mission: Impossible.

The TV, cinema and print campaign aims to drive sales of the Octavia vRS, the manufacturer's first performance car with a 200bhp output.

The TV spot opens on a bridge above the train, and follows an adrenaline-fuelled race as the star of the commercial battles along the top of the train while it speeds through a cold and rainy night.

As with Skoda's "fat gymnast" and "trouser press" spots, the ad has a humorous twist: the star isn't a Tom Cruise lookalike, but a slightly frumpy, middle-aged personal assistant. She is hell-bent on getting a message to her boss, who is sitting in the front carriage of the train. The enline reads: "Practical and exciting, you don't see that very often."

Skoda enjoyed record sales in the UK last year, selling 38,000 new cars, an increase of 8 per cent on the previous year in a market that has shrunk by 5 per cent.

VIRGIN ATLANTIC - SOON Project: Soon Client: Breda Bubear, marketing communications manager, Virgin Atlantic Brief: Create an impactful poster to announce the launch of a new route to Dubai Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writer: Mike Crowe Art director: Rob Messeter Planners: David Golding, John Beasley Media agency: Manning Gottlieb OMD Media planner: Hamish Rickman Illustrator: Alison Carmichael Exposure: Six-sheets and 48-sheets on the London Underground


In March, Virgin Atlantic will be offering flights to Dubai for the first time. To advertise this, Rainey Kelly Campbell Roalfe/Y&R has produced a six-sheet and 48-sheet poster using an Arabic word that looks like an aeroplane.

The word, which means "soon", was discovered by the agency's creative team after a protracted two-week search of Arabic dictionaries.

In 2005, more than four million people flew with Virgin Atlantic and the airline reported operating profits of more than £150 million.

VISA - VISA EUROPE BRAND CAMPAIGN Project: Visa Europe brand campaign Client: Joe Clift, head of Visa brand, Visa Europe Brief: Create a new communications platform across Europe, encouraging people to use their Visa card in place of cash and cheques Creative agency: Saatchi & Saatchi Writer: Paul Domenet Art director: Brian Connolly Planner: Bobby Hui Media agency: Mediaedge: cia Media planner: Charlotte Wright Producer: Toby Clifton Production company: Knucklehead Director: Daniel Barber Editor: Cut and Run Post-production: The Moving Picture Company Exposure: Television, posters, press, online, radio, promotions, direct marketing, sponsorship


Saatchi & Saatchi has created a new campaign for Visa Europe that will roll out across the continent. The campaign introduces the line: "Love every day."

The strategy behind the campaign is to help people feel as comfortable using their Visa card as they do using cash or cheques. The TV spots observe the small pleasures in everyday life, and remind the viewer that these can be bought with a Visa card.

In one TV spot, everyday pleasures, such as a baguette, are featured gift-wrapped. Another ad supports the sponsorship of the Turin Winter Olympics and presents a snowy gift-wrapped mountain. The voiceover says: "Simple pleasures in life are a gift. Pay for them with everyone's everyday payment card. Visa. Love every day."

Visa Europe recently raised its pan-European marketing budget by 20 per cent. Last year's spend was 28 million according to Nielsen Media Research.

THE ARMY - ARMY INFANTRY Project: Army infantry Client: Army/COI Brief: Increase quantity and quality of infantry recruits Creative agency: Publicis Writer: Robin Garton Art director: Alistair Ross Planners: Mike Wade, Elizabeth De Vise Media agency: ZenithOptimedia Media planner: Adrian Marks Director: Paul Goldman Production company: 2AM Films Editor: Adam Spivey, Speade Post-production: The Moving Picture Company Audio post-production: 750mph Exposure: TV, radio, outdoor (bus and tram panels), regional and national press, Sky DAL, interactive text messaging


Publicis has created a multimedia campaign for the Army, designed to draw recruits into its light infrantry division. The work involves four TV ads, radio, outdoor, national and regional press, DAL and text messaging.

The four ads focus on the key roles of the infantry: Light Role, Armoured, Mechanised and Air Assault.

Each execution shows the different aspects of life in the Army, from training, drills and team spirit to adventure and social life. The campaign aims to show how the infantry becomes a unit that goes through everything together. The ads end with the units securing a rendezvous point with the line: "Infantry. Forward as one."

Since the start of the Iraq war, the number of new sign-ups to the army has been steadily dropping. In 2005, the Army missed its recruitment target by 35 per cent.

MORE TH>N - A-B Project: A-B Client: Gillian Bentham, marketing manager, More Thn Brief: Generate sales of direct insurance to commercial van owners Creative agency: Stephens Francis Whitson Writer: Jim Archer Art director: Chris Rawlings Planner: Christopher Whitson Illustration: Lightbox Exposure: Direct mail to 400,000 commercial van owners


The insurance brand More Thn is using a direct marketing campaign to increase its share of the business van insurance market.

Stephens Francis Whitson has developed a mailing that exploits the idea that van drivers like to get from A to B in the shortest possible time.

The mailing, paid for out of More Thn's £10 million annual direct budget, comes in a standard white envelope. It carries the line: "We all know the quickest route saves time and money." Inside, a leaflet folds out to reveal a bogus map with the wording: "Don't go chasing round the houses trying to arrange the best van insurance you can find." Overleaf, copy explains how to take out insurance with More Thn.

SAMSUNG - ANYFILMS Project: Anyfilms Client: n/s Brief: Stimulate debate about film-making Creative agencies: Drill Inc, MFP New York Creative directors: Josh Rogers, Neil Powell, Jenny Lee, MFP New York Movie production: Mike Wiese, Chris Cooney, Joel Murray, Alex Merkin, Mark Dippe, First Look Web build: The Barbarian Group Planners: Brad Fairhead, Ruth Barton (Hyper Happen) Exposure: Internet


Digital marketing might be a growth area, but there aren't many agencies pushing the medium's creative boundaries. Hyper Happen, Fallon's digital arm, is attempting to do just this with a web initiative for Samsung. The work aims to challenge the way film is produced and consumed.

The website, at, hosts movies produced by young Hollywood directing talent, plus an interactive film that lets viewers influence how the story plays out.

The site address has been seeded with influential bloggers and message boards and is also linked to search terms such as "mobile movies" and "cool content". Hyper has also brokered a content partnership deal with Yahoo! that includes editorial coverage and promotion of the site. Branding has been restricted to a small Samsung logo at the top of the screen.

MASTERCARD - BRIT AWARDS 2006 WITH MASTERCARD Project: Brit Awards 2006 with MasterCard Clients: Rita Broe, vice-president and head of marketing, Northern Europe; Amelia Mauldon, associate vice-president, marketing, MasterCard UK Brief: Strengthen MasterCard's leverage of its sponsorship of the Brit Awards Creative agency: McCann Erickson Writer: Brian Cooper Art director: Jason Stewart Media agency: Universal McCann Production company: Chrome Director: Carl Scott Exposure: Brit Awards programming on ITV1 and ITV2


A selection of young wannabe singers feature in MasterCard's new Brit Awards sponsorship idents.

The spots, by McCann Erickson, tap into the internet phenomenon of music fans miming to songs in front of webcams and sharing the "priceless" moments that result. Fourteen ads show a handful of young people singing to pop hits from the past 30 years, including songs by Take That, Natasha Bedingfield and Men at Work.

The ads will be aired from mid-January and will run up to the broadcast of the main music awards show on 16 February. This year marks the eighth time MasterCard has sponsored the music event.

THEAKSTON - PECULIERLY FINE COMPANY Project: Peculierly fine company Client: Simon Theakston, executive director, T&R Theakston Brief: Raise awareness of the traditional values and qualities of Theakston's Ales Creative agency: Golley Slater Writer: Will Atkinson Art director: Jim Downie Planner: Ian Dommett Media agency: Feather Brooksbank Exposure: National press


Two new long-copy print ads for Theakston's Old Peculier use convivial pub conversations to highlight the brand's traditional values and quality.

The ads, by Golley Slater, also aim to communicate the brand's core proposition of family ownership.

One execution features a grainy shot of someone's leg in a cast perched next to a bottle of the bitter. The conversation running alongside it is all about how Theakston beers are also available in bottles, meaning that even the house-bound can appreciate them.

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