The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Ford - Handle
Project: Handle
Client: Mark Simpson, director of marketing communications, Ford of
Brief: Launch the S-Max and unveil Ford's new brand direction
Creative agency: Ogilvy & Mather
Writer: Paul Diver
Art director: Alan Morrice
Planner: Peter LeBoutillier
Media agency: MindShare
Media planner: Scott Butler
Production company: Velocity Films
Director: Greg Gray
Editor: Cobus
Post-production: The Mill
Audio post-production: The Mill
Exposure: Pan-European TV


Ford is using the launch of its S-Max MPV to unveil its new advertising strategy: "Feel the difference." The 60-second film by Ogilvy & Mather features a man with a magic car door handle which he uses to enter different landscapes.

The man uses the handle to leave a sparsely furnished room for more exciting pastures. He walks through a desert where there is car racing, followed by snowy mountains where people are building a snowman and others are snowboarding. He is then submerged in the sea before emerging on a beach by some sunbathers. Finally, he walks into a carpark, where he sees the S-Max that the handle belongs to. He gets in and drives away.

The idea is that owning the car can open up new possibilities in life.

The spot launches in the half-time ad break of the Uefa Champions League final, between Arsenal and Barcelona on 17 May. Ford is one of four key sponsors of the Champions League this year.

Project: Introduction
Client: Pot Noodle, Unilever
Brief: Give Pot Noodle a more positive and active role in consumers'
eating lives
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: MindShare
Media planner: James Hart
Production company: Epoch Films
Director: Stacy Wall
Editor: Neil Smith, The Whitehouse
Post-production: The Moving Picture Company
Exposure: National TV, press, outdoor


Mother's first work for Pot Noodle since winning the account in January sees the snack being mined in Wales.

The ad attempts to banish its image as a guilty pleasure, by introducing the endline "the fuel of Britain" to accompany its recent relaunch as a healthier snack. The ad, set in the Welsh mining village of Crumlin, shows the beautiful countryside with miners working underground, day and night, to mine the delicate seams of Noodle buried deep within the Earth's crust.

Pot Noodle is undergoing a £10 million relaunch following a 28 per cent reduction in its salt content and is launching a reduced-salt chicken and mushroom flavour.

Project: Combined public transport
Client: Nigel Marson, head of group marketing communications, TfL
Brief: TfL helps you get the most out of London
Creative agency: M&C Saatchi
Writer: Paul Pickersgill
Art directors: Paul Pickersgill, Graham Fink
Planner: Verra Budimlija
Media agency: Mediaedge: cia
Media planner: Aaron Quinn
Production company: The finktank
Director: Graham Fink
Editor: Ray Stevens, Boomerang
Post-production: The Moving Picture Company
Exposure: Cinema, TV, outdoor in London only


A man's action-packed day in the capital is the subject of Transport for London's new 60-second ad.

The spot, the first by M&C Saatchi since it retained the TfL account after a recent pitch, aims to show how easy it is to get around using the London transport network.

Previous ads have focused on one method of transport, but in this spot, the man hops on and off Tubes and buses as he races around London. The ad introduces the line: "Your transport for London."

In 2004 to 2005, a record 976 million journeys were made on the London Underground, an average of 2.67 million per day. The London bus network is one of the largest in the world. More than 6,500 buses operate on more than 700 different bus routes.

Project: BBC local news
Client: Sarah Everritt, marketing manager, BBC West Midlands
Brief: Drive awareness of BBC local news online service and communicate
what the service is and how it is even more local than regional news
Creative agency: Dare
Writer: n/s
Art director: James Cooper
Designer: Adrian Rowbotham
Planner: Nick Emmel
Media agency: PHD
Media planner: Charlotte Day
Exposure: Local news websites in the East Midlands region


Dare's first work for the BBC since winning a place on its three-strong roster last year is a series of online ads designed to show how local the BBC's news offering is.

Using a Google Earth-style zooming function, the ads first show a map of England, before focusing on a particular town, street and house. The camera then goes through a window and zooms in on a computer showing news headlines and footage of local news stories specific to the user's area. Real-time RSS news feeds ensure that the news shown on the ads is always kept up to date.

The campaign will cover six BBC regions: Coventry and Warwickshire; the Black Country; Hereford and Worcester; Birmingham; Staffordshire; and Shropshire.

Project: Bravo
Client: Richard Collins, director of brand marketing, Britvic
Brief: Entertaining fruity refreshment
Creative agency: Clemmow Hornby Inge
Writer: Micky Tudor
Art director: Micky Tudor
Planners: Ben Southgate, Oliver Egan
Media agency: MindShare
Media planner: Mark Holden
Production company: Thomas Thomas Films
Director: Jim Gilchrist
Editor: Amanda Perry, Peep Show
Post-production: The Mill
Exposure: National TV


Clemmow Hornby Inge's latest Tango ad, called "bravo", is a spoof of Fallon's Sony Bravia campaign.

The ad begins on a street in Swansea with thousands of pieces of fruit being fired down the hill. As watermelons, lemons, apples and oranges smash through windows and explode on to cars, there is also an appearance from a fat little frog, which narrowly avoids being squashed.

The ad ends with a woman emerging from a huge pile of fruit, holding a can of Tango Clear.

The ad, which started life as a viral but was bumped up to TV because of its popularity, is backed by a website featuring interviews with the residents of the town who are furious at the damage the fruit has caused.

Project: Rubbish rugs
Client: Fiona Kennie, brand manager, Scottish & Newcastle
Brief: Make John Smith's drinkers proud of their no-nonsense choice
Creative agency: TBWALondon
Writers: Chris Bovill, John Allison
Art directors: Chris Bovill, John Allison
Planner: Tom Morton
Media agency: Starcom Mediavest
Media planners: Sam Browne, Matt Holliday
Production company: Kleinman Productions
Director: Danny Kleinman
Editor: Steve Gandolfi, Cut & Run
Post-production: Framestore CFC
Exposure: National TV


The latest instalment in TBWALondon's £2.4 million John Smith's campaign features an unassuming man sporting an ill-fitting, ridiculous-looking hairpiece.

The ad, called "rubbish rugs", breaks this week. As the follicly challenged man enters the pub, the locals fall silent, games of darts and pool end abruptly and pints are ruined. The landlord, who is hoovering the carpet, turns his vacuum cleaner on the toupee, declaring his catchphrase: "You're barred." The ad ends with the line: "No rubbish rugs. No nonsense. John Smith's."

"Rubbish rugs" is the second of three ads set in the Level Head pub, which was introduced last week in the execution "handsfree". The campaign attempts to make drinkers proud of the brand's no-nonsense positioning. A third spot, called "daytime TV", will follow.

Project: Which player?
Client: Claire Palmer, relationship marketing manager, Manchester United
Brief: Build the fan database
Creative agency: Sharpen Troughton Owens Response
Writer: Dean Turner
Art director: Wendy Hodgson
Designer: Dave Brady
Exposure: Viral, online


Manchester United is attempting to build its customer database with a viral that doubles as a data-acquisition campaign. The campaign targets armchair fans who say they support the team but don't attend matches.

Ads on the Man United website ask visitors "which player are you?", and invite them to click to find out. Clicking on the ad opens a microsite where visitors can answer a series of multiple-choice questions to determine which player they would be if they were a Man United legend. They then have to enter their name and address before the player they are most like is revealed. An animated version of the footballer appears on screen, along with a summary of his character and qualities.

Project: Quest
Client: Greg Nugent, head of marketing, Eurostar
Brief: Drive consumers to Eurostar's The Da Vinci Code promotional
Creative agency: TBWALondon
Writer: Graham Cappi
Art director: James Gillham
Planner: Tania Forrester
Media agency: Vizeum
Media planners: Jenny Howard, Cordelia Muir
Production company: Independent
Directors: Tom and Charlie Guard
Editor: Ted Guard, Final Cut
Exposure: National TV


Eurostar is promoting its partnership with the forthcoming film The Da Vinci Code with a TV and cinema spot.

The 40-second commercial involves a rapidly linked series of cryptic images. It opens with a shot of the interior of the Louvre in Paris with the light flickering on and off. Subsequent images include someone travelling on a train, a map of Paris, the words "16 clues" tattooed on someone's inner arm, old documents and a monk running around swinging a burning censer.

The ad ends with the website address and an endframe that shows the logos of the film and Eurostar.

Project: Don't hide it
Client: John Grounds, director of communications, NSPCC
Brief: Encourage youngsters affected by abuse to talk about it
Creative agency: Saatchi & Saatchi
Writer: Dave Henderson
Art director: Richard Denney
Planner: Joanna Bartholomeou
Media agency: ZenithOptimedia
Media planner: Sheila Bowden
Production company: Kleinman Productions
Director: Danny Kleinman
Editor: Steve Gandolfi, Cut & Run
Exposure: Online, cinema


The NSPCC is using an emotive campaign to encourage youngsters to speak out about child abuse.

The "don't hide it" campaign, involving press executions and TV ads shot and directed by Danny Kleinman, features masks as a macabre metaphor for how children hide abuse.

The ad opens with a shot of a girl's bedroom. Huddled under the duvet is the shape of a small girl. As the camera moves in, the smiling mask of her face is shown suspended by elastic from her bed. In the next scene, a 12-year-old boy is playing a video game when a mask of his smiling face is thrown down beside him.

A teenage voiceover says: "If you've been sexually abused, you don't have to hide it any more."