The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Sony Ericsson Cyber-shot - Never miss a shot
Project: Never miss a shot
Clients: Julian Mack, director of global sponsorship; Jo Coomber, senior
campaign manager, Sony Ericsson
Brief: Create a stand-out through-the-line campaign to launch the new
Sony Ericsson Cyber-shot phone across the world
Creative agencies: Bartle Bogle Hegarty, Dare (online)
Writers: John Hegarty, James Cooper, Flo Heiss
Art directors: John Hegarty, James Cooper, Flo Heiss
Planners: Matthew Palmer, John Owen
Media agency: Mediaedge:cia
Media planner: Mike Cuva
Production company: Infinity Productions
Director: Tom Hooper
Editor: Tim Thornton-Allan, Marshall Street Editors
Post-production: The Mill
Audio post-production: Wave
Exposure: International TV, cinema, online, press, outdoor, retail


Sony Ericsson is launching a global ad campaign that uses its sponsorship of the Women's Tennis Association tour to promote its K800 and K790 Cyber-shot camera-phones.

The ad, by Bartle Bogle Hegarty, features a furiously played rooftop match between the tennis stars Ana Ivanovich and Daniela Hantuchova.

The game begins when a sunbathing Hantuchova is disturbed by the sound of Ivanovich serving a tennis ball in a court on an adjacent rooftop.

Hantuchova intercepts the ball and the two players battle it out across the rooftops of skyscrapers. An office worker captures the action on his Cyber-shot phone as Hantuchova flies past the window at such speed his colleague misses it.

"Never miss a shot", written by John Hegarty, the BBH worldwide creative director, will air in 60- and 30-second versions as well as ten-second cut-downs around the world. The campaign will also be broadcast online at, created by Dare. Sony Ericsson, which is among the world's top five mobile handset manufacturers, paid $88 million for a five-year sponsorship of the WTA tour in January last year.

Project: Emmerdale - it's far from quiet in the country
Client: David Pemsel, marketing director, ITV
Brief: Launch Emmerdale's biggest-ever promotion
Creative agencies: M&C Saatchi, ITV Creative
Writers/art directors: Kate Hudson (ITV Creative); Tiger Savage, Paul
Pickersgill (M&C Saatchi)
Planner: Richard Storey
Media agency: MindShare
Media planner: Vicki Thompson
Production company: Gorgeous
Director: Chris Palmer
Photographer: Finlay Mackay
Exposure: National posters, cinema, press, radio, ITV1


ITV Creative and M&C Saatchi have teamed up to create the largest promotional campaign to date for the ITV1 soap Emmerdale.

The promos are based around the idea of creating a modern masterpiece, with the print work showing a tableau of famous Emmerdale characters collected in the bar of The Woolpack pub. It uses the line: "It's far from quiet in the country."

TV activity features Emmerdale characters in a slow-motion scene. The 60-second spot was directed by Chris Palmer, who most recently directed Carlsberg's "three lions" World Cup campaign.The ad marks the first time ITV Creative has worked with an external director on its programme promotions.

Project: Talk Anywhere
Client: Corey Monk, acting managing director of marketing, ntl: Telewest
Brief: Promote the benefits of the Talk Anywhere product launch
Creative agency: Rapier
Writer: Liz Franklin
Art director: Rob Ferrara
Planner: Alex Naylor
Media agencies: Mediaedge: cia, Kinetic (outdoor buying)
Media planner: Gideon Adey
Exposure: National direct marketing, national press inserts, posters


Telewest is launching an integrated campaign, created by Rapier, to support its new phone service Talk Anywhere.

The activity promotes the phone service's supposed clarity - it allows people to buy bundles of minutes to use across landlines, international calls and mobiles.

Creative uses the line "clear - any call, one price" and features the Telewest character Elly West.

Rapier and Mediaedge: cia claim to have developed a media first as part of the campaign to emphasise the "clear" proposition. Clear polycarbonate six-sheet posters and clear vinyl 48-sheet posters will run nationwide.

Press activity will break a week later with inserts in titles including the News of the World and The Sun.

Project: Jake's dad
Client: Anne Hollamby, head of marketing, Bendicks
Brief: The brand is to play an "implicit" role in reminding people about
traditional values within a contemporary context
Creative agency: McCann Erickson
Writer: Liz Pollard
Art director: Janet Newman
Planner: Stephen Meade
Media agency: Brand Connection
Media planner: Rob Bellass
Production company: Tomboy Films
Director: Kirk Jones
Post-production: The Mill
Exposure: National TV


Bendicks is aiming to update the image of its Werther's Original boiled sweets with a new TV campaign.

In its first work for the confectionery brand since it took over the account last year, McCann Erickson has replaced the old-fashioned spots featuring a boy and his grandfather with a more modern family situation.

The ad, directed by Kirk Jones, whose film credits include Nanny McPhee and Waking Ned, features a boy, Tom, and his dad. Tom explains how his friend Jake's dad bought him a laptop, an iPod and an Xbox 360. However, as they open their Werther's Originals, Tom adds that Jake's dad isn't around much and won't even be at the upcoming school sports day.

Project: Summer 2006 campaign
Client: Elyas Chowdhury, marketing director, Expedia
Brief: Demonstrate how the new-look Expedia website makes it easier for
everyone to book the right trip for them
Creative agency: DFGW
Writer/art director: Dave Waters
Planner: Nick Southgate
Media agency: PHD
Media planners: Stuart Bowden, Marek Mossakowski
Production company: Blink
Director: Tom Merillion
Post-production: Glassworks
Exposure: National TV and cinema, supported by national press and online


In its debut television campaign for Expedia, DFGW has created an ad that promotes how easy the online travel service is to use.

The spot, called "life of a cloud", compares using Expedia to the way clouds move with ease. It opens on a shot of a cloud sailing above the Statue of Liberty. It passes other holiday destinations before cutting to a computer screen on which someone is using the site to book her holiday. It ends with the line: "Let yourself go."

Expedia, which launched in 1998, has one of the highest media spends in the travel sector. It competes with traditional tour operators as well as the likes of ebookers and Travelocity. DFGW took over the £15 million account in December 2005.

Project: Currant affairs
Client: Duncan Bull, Ribena group brand manager, GlaxoSmithKline
Brief: Remind people that just as many of Britain's blackcurrants make
it into Ribena Really Light, but very few calories do
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art director: Simon Briscoe
Planner: Bridget McCann
Media agency: MediaCom
Media planner: Janine Green
Production company: Tandem Films
Director: Mark Wearing
Editor: Chris Gavin
Post-production: The Moving Pictures Company
Audio post-production: Wave
Exposure: National TV


GlaxoSmithKline is putting £2 million behind a TV and cinema spot to promote Ribena Really Light.

The ad, through M&C Saatchi, continues the saga of the animated blackcurrant that doesn't make it into Ribena. The latest spot, called "currant affairs", highlights that Ribena Really Light contains as much fruit as Ribena Original. The ad sees a lone fruit plucked from a lorry by a bird. However, it escapes when the bird collides with a plane. The blackcurrant eventually lands safely beside a bottle of the low-calorie drink only to be picked up and squashed in the beak of another bird.

The ad is part of a wider campaign, which is being backed by a £9 million media spend including outdoor and print.

Project: The new Peugeot 207
Client: Oliver Griffin, direct marketing manager, Peugeot
Brief: Drive test-drives and dealer visits for the new Peugeot 207 and
support the above-the-line campaign
Creative agency: Clark McKay & Walpole
Writer: Beckie Crumb
Art director: Dan Plotkin
Planner: James Devon
Retouching: Shaun Rogers
Exposure: Direct mail to 25,000 recipients


Peugeot is backing the launch of its new 207 with a direct mail campaign that focuses on the car's performance and handling, as well as how it looks.

Continuing the theme from the above-the-line work, the pack, created by Clark McKay & Walpole, is a midnight blue envelope with a picture of a security camera. Text on the front reads: "There are over 4 million CCTV cameras in the UK." Inside, a booklet contains images of the new models seen through a mock CCTV screen. Each page features one of the 207's qualities.

Peugeot is fourth in the UK car market, with a share of 7 per cent.

Project: Flip-flops
Client: Erin Barrett, product manager, Save the Children
Brief: Encourage new visitors to Save the Children's website to purchase
the charity flip-flops and become committed donors
Creative agency: Wheel
Writers: Paul Knott, SJ Threipland, Rob Hobson, Jeremy Garner
Art directors: Ben Long, Andy Garnett, Simon Gill
Designers: Patrick Lendrum, George Follen, Joe Rufian
Exposure: Online


Save the Children has teamed up with the Brazilian sandal manufacturer Cariris to create some branded flip-flops, which are being promoted via a viral and banner campaign.

The flip-flops have been designed to mirror the illustrations in the ads, which direct users to a viral at due to launch on 7 July.

The campaign uses the design of a child swinging under a willow tree and will run on sites such as, MSN and There will also be an e-mail push to more than 20,000 Save the Children supporters.

Project: Aunt Bessie's Bakes
Client: Newby Groves, marketing controller, Tryton Foods
Brief: Launch the new Aunt Bessie's Bakes range
Creative agency: Euro RSCG London
Writers: Dominic Gettins, Nigel Rose
Art directors: Dominic Gettins, Nigel Rose
Planners: Pascale Reed, Richard Mathewson
Media agency: BLM
Media planner: Phil Harper
Production company: The Paul Weiland Film Company
Director: Trevor Melvin
Post-production: The Moving Picture Company
Exposure: TV in the North and the Midlands


Euro RSCG London is launching Aunt Bessie's range of ready-to-bake cakes, scones and cookies with a £2 million TV campaign.

The 30- and ten-second ads aim to portray the smell, taste and texture of freshly baked cakes and the product's convenience. The ad opens in a show home with two estate agents waiting in a deserted house for potential buyers. When one of them puts some Aunt Bessie's Bakes scones in the oven, the crowds arrive.

The £2 million campaign is part of a £4.5 million investment in the Aunt Bessie's brand this year. Its owner, Tryton Foods, hopes its ready-to-bake range will create a new £50 million category within the frozen-food market.

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