The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - French Connection - Fashion vs style Project: Fashion vs style Client: Stephen Marks, chief executive, French Connection Brief: Introduce the new spring/summer 2006 collection Creative agency: Beattie McGuinness Bungay Writers: Trevor Beattie, Duncan Jones Art director: Bil Bungay Planner: David Bain Media agency: Manning Gottlieb OMD Media planner: Sarah Thompson TV producer: Stuart Fenegan Production company: Liberty Films Director: Duncan Jones Editor: Barrett Heathcote, Barrett Editing Post-production: The Mill Audio post-production: 750mph Exposure: National TV, cinema, outdoor, press, in-store


French Connection addresses the time-honoured debate of fashion versus style in its £2 million spring/summer campaign from Beattie McGuinness Bungay.

The 90-second TV and cinema ad, which looks certain to gain tabloid notoriety for its violence and sexual content, stars two models: one who embodies fashion, the other, style.

The pair battle it out in a dark and dusty cellar to see which is best, delivering a series of wincingly violent martial-art punches and kicks before embracing and kissing at the end of the spot.

The fashion vs style positioning will be rolled out through other media, including ambient and outdoor, will also be used-in store, with shop floors divided into "fashion" and "style" areas.

The ad is the first to air since French Connection dropped the fcuk slogan from its advertising in October last year. The decision coincided with a 9 per cent decline in sales and a drop in profits of 68 per cent in the six months to 31 July 2005.

LYNX - CLICK Project: Click Client: Carlos Gill, brand director, Lynx Brief: Launch Click, the new Lynx fragrance for 2006 Creative agency: Bartle Bogle Hegarty Writers: Dave Masterman, Ed Edwards Art directors: Dave Masterman, Ed Edwards Planners: Jonathan Bottomley, Gavin May Media agency: MindShare Media planner: Niki Gageby Production company: Danny Kleinman Productions Director: Danny Kleinman Post-production: Framestore CFC Audio post-production: Wave Exposure: National TV, cinema


Lynx brings a touch of Hollywood to TV screens with the launch of an ad for its new fragrance, Lynx Click, starring Ben Affleck.

The ad, created by Bartle Bogle Hegarty and directed by Danny Kleinman, opens with Affleck wearing a cheeky grin that suggests he is expecting to receive a lot of female attention. He struts into a delicatessen and gets his first look of the day from the sexy sales girl. Affleck rewards himself by acknowledging the look with a click on the counter he has taken out of his pocket.

Later on, he checks out how many looks he has scored throughout the day. Satisfied with 103, he shows off his score to the janitor with whom he is sharing a lift. However, to Affleck's utter disbelief, the janitor shows him a score of 2,372.

As Affleck hangs his head, the ad cuts to a flashback of the janitor spraying himself in Lynx's Click fragrance earlier that morning.

GREAT ORMOND STREET CHILDREN'S HOSPITAL - VALENTINE'S MAILING Project: Valentine's mailing Client: Caroline Carter, marketing manager, Great Ormond Street Children's Hospital Brief: Raise funds for the cardiac unit of Great Ormond Street Children's Hospital Creative agency: Arc Worldwide London Writer: Aaron Martin Art director: Garry Munns Planner: Michelle Taylor Illustrator: Tony Ross Exposure: 50,000 current donors


Great Ormond Street Children's Hospital is using a Valentine's Day-themed mailing to ask for contributions to the refurbishment of its 20-year-old cardiac unit.

The mailing, developed by Arc Worldwide London, comes in a red envelope with the text "attract a few thousand extra secret admirers" emblazoned across it. Inside, a mock Valentine's card opens to reveal a letter explaining that Great Ormond Street's cardiac facilities need upgrading if it is to continue treating children suffering from heart and lung problems.

Last year, Great Ormond Street treated 5,700 children for heart- and lung-related illnesses.

Money raised will also go towards funding the development of new treatments to reduce the need for invasive surgery.

FORD FOCUS - GROWING UP Project: Growing up Client: Lyn West, communications specialist, Ford Europe Brief: Launch the Ford Focus ST Creative agency: Ogilvy & Mather Writer: Kate Paull Art director: Stuart Pantoll Media agency: MindShare Media planner: Mark Bashnonga Production companies: Velocity, Framestore CFC Director: Greg Gray Exposure: National TV, print


Ogilvy & Mather has created a TV and press campaign to launch the Ford Focus ST hot-hatch model.

Using the line: "What did you want to do when you grew up?", the TV commercial features people dressed as an astronaut, a superhero and a cowboy, before showing a racing driver sitting on a bus being overtaken by the bright orange Focus.

The print campaign continues this theme using a family tree that has "my first car" at the top and the Focus ST as the latest descendant.

HALIFAX - MOOCHER Project: Moocher Client: Steve Griffiths, head of Bank of Scotland and Halifax marketing, HBoS Brief: Get homeowners to consider a free mortgage review with Halifax Creative agency: Delaney Lund Knox Warren & Partners Writer: Rob Clayman Art director: Rob Clayman Planner: Richard Warren Media agency: Vizeum Media planner: Andy Slinger Production company: RSA Director: Dawn Shadforth Editor: Andrea McArthur Post-production: Rushes Audio: post-production: Jungle Exposure: National TV


Delaney Lund Knox Warren & Partners has dumped Howard in its latest Halifax ad, which aims to make mortgages sexy.

The 30-second spot features a Halifax office that transforms into the setting for a high-class 20s cabaret act. The ad opens on a mortgage advisor discussing mortgages with a customer. Then the office turns into a theatre hall and the bewildered customer becomes part of an audience watching a raunchy show led by Halifax staff, who burst into a song about the value of Halifax's mortgages. The spot closes back in the office, where it all seems to have been a dream, except for a telltale piece of glitter on the mortgage advisor's shoulder.

IRN-BRU - NIGHTCLUB Project: Nightclub Client: Joady Horsley, senior brand manager, AG Barr Soft Drinks Brief: n/s Creative agency: The Leith Agency Writer: Chris Watson Art director: Rufus Wedderburn Planner: Claire Wood Media agency: PHD Media planner: Chris Bulezuik Production company: MTP Director: Steve Burrows Editor: Simon Cull Post-production: One Post, Framestore CFC Audio post-production: Savalas Exposure: National TV, cinema


To build on a 13 per cent surge in sales of its drinks products last year, AG Barr is spending £2 million to promote the makeover of the diet version of its Irn-Bru soft drink.

Developed by The Leith Agency in Edinburgh, this 30-second ad features the Latin Lothario Raoul trying out various chat-up lines on Diet Irn-Bru drinkers.

The spot, "nightclub", opens on Raoul strutting up to two girls who are drinking Diet Irn-Bru. "Hey ladies, you want nuts with your drinks?" he asks, as he shows them his dance moves. They soon tire of him and throw two ice-cubes from their drinks across the floor. The results are eye-watering; Raoul slips on the ice-cubes and does the splits, which tears his trousers and reveals a tight pair of leopard-print pants.

HOME OFFICE - CHILD PROTECTION ON THE INTERNET Project: Child protection on the internet Clients: Sharon Sawers, strategic communications advisor, Home Office; Ayesha Adonais, digital media, COI Brief: Encourage children to question how they behave online Creative agency: Profero Writer: James Taylor Art director: Ian Owen Planner: Jesse Basset Media agency: i-level Media planner: Helen Brown Designer: Stuart Peddie Exposure: Online


Profero's latest campaign to encourage children to stay safe online features the lurking figure of a man with the face of a yellow emoticon.

In one rich-media execution, he hangs around outside a house at night. In another, he meets a young girl at the bottom of a dark stairwell. The straplines ask young people why, if they would not put themselves in dangerous situations in real life, they would be prepared to do so on the internet.

The agency has also brokered a deal with MSN Messenger that sees an ad appear at the bottom of the messenger screen with the words: "Up4it has added you to his contact list. Allow?" When the child clicks on OK, they are directed to a fake chat screen, on to which the emoticon man appears halfway through the message.

The campaign coincides with poster executions by Rainey Kelly Campbell Roalfe/Y&R.

NISSAN - SHIFT ADVENTURE Project: Shift adventure Client: Justin Ellis, marketing director, Nissan Brief: Showcase Nissan's 4x4 range Creative agency: TBWALondon Writer: Alasdair Graham Art director: Frazer Jelleyman Media agency: Manning Gottlieb OMD Media planners: Rachel Gascoyne-Day, James Collier Production company: RSA Films Director: James Bryce Exposure: National TV


Nissan is sponsoring the US drama 24 on Sky with a series of idents to promote its new 4x4 range, which includes the Murano, X-trail, Pathfinder and Navara.

The spots, by TBWALondon, feature four docudrama stories, which put each car through its paces in exotic locations including Namibia and South America.

Each docudrama clip features the wildlife presenter Saba Douglas-Hamilton. Her story is narrated over three weeks: the first week shows her at the start of a trip, followed by her driving a jeep in week two and finally arriving at the destination in week three.

MARIE CURIE CANCER CARE - BRAND CAMPAIGN Project: Brand campaign Client: Chris Dainty, director of public relations and marketing, Marie Curie Cancer Care Brief: Raise awareness of the fact that Marie Curie Cancer Care gives terminal cancer patients the choice to die at home Creative agency: MBA Writer: Simon Davenport Art director: Martin Pierson Planner: Richard Longworth Media agency: Frontline Media Media planner: Paul Prince Photographer: Morgan Silk Exposure: National posters, press, projections


Marie Curie Cancer Care is launching a four-week press and outdoor media campaign to raise awareness of the work it does with terminally ill cancer patients.

Posters by MBA emphasise that the charity arranges for nurses to care for cancer patients in their homes.

The executions feature blue plaques of the kind usually found on buildings to commemorate the dwelling of a famous name from history. The plaques in the posters pay tribute to the life of a terminal cancer patient. Each plaque features a cancer patient's name, how they died, and the website address of the charity.