The Work: New Campaigns - UK

Project: Challenge Churchill
Client: Churchill Insurance
Brief: Get people to challenge Churchill to get them a better insurance
Creative agency: WCRS
Writer: Gary Knight
Art director: Tim Robertson
Planner: Craig Harries
Media agency: MediaCom
Media planners: Steve Edwards, James Thomas
Production company: RSA
Director: Mat Kirkby
Editor: Joe Guest, Final Cut
Post-production: The Moving Picture Company
Audio post-production: Angell Sound
Exposure: National TV, press


Churchill's famous nodding dog goes on a road trip in the insurance brand's first TV advertising from WCRS.

The TV spots take the eponymous brand icon to towns around the country where people are invited to visit roadshows where they can "challenge Churchill" to give them a better deal on their car insurance.

In one scene, a crowd gathers around the dog and a woman asks him if he can guarantee to beat the price she's paying on her car insurance. He answers with his trademark catchphrase: "Oh yes". Elsewhere he's asked if Churchill has call centres in the UK and whether it can beat someone's home insurance deal. The answer is the same: "Oh yes."

The endline reads: "Challenge Churchill."

WCRS won the £20 million Churchill account in March and was briefed to retain the nodding dog brand icon originally developed by Elliott Borra Perlmutter more than ten years ago.

In 2005, the brand spent £14.6 million on advertising, behind only AA Insurance Services and Norwich Union Direct. Churchill was bought by the Royal Bank of Scotland from Credit Suisse in 2003.

Project: Charge
Client: Corrado Bianchi, marketing manager, Perfetti Van Melle
Brief: Generate increased awareness of and likeability for Mentos
Creative agency: Bartle Bogle Hegarty
Writers: Steve Wakelam, Dean Wei
Art directors: Steve Wakelam, Dean Wei
Planner: Bambos Neophytou
Media agency: MediaVest
Media planner: Clare Nicholson
Production company: Therapy Films
Director: Guy Manwaring
Editor: Mark Edinoff, Peepshow
Post-production: The Mill
Audio post-production: Jungle
Exposure: Pan-European TV


The Italian confectionery manufacturer Perfetti Van Melle is launching a pan-European campaign for Mentos.

Called "charge", the 30-second TV spot depicts a world gone mint-crazy. Set in a Scandinavian village, the ad opens with a man sounding a reveille on a horn. Upon hearing it, villagers proceed to strip and run towards what appears to be an icy lake. In fact, it turns out to be full of Mentos.

Two further films - "breath brigade" and "sugafree" are set to break in August.

Mentos has enjoyed a huge surge in sales in recent months thanks to a series of films on YouTube depicting the explosive effects of putting the sweets in a bottle of Diet Coke.

Project: Sunset, salmon
Client: Stella David, president and chief executive, Bacardi Global
Brief: Move the brand away from its beach and party positioning, to
embrace a more free-spirited attitude
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Jules Chalkley, Nick Simons (sunset), Ted Heath (salmon)
Planners: Alison Hoad, Maria McHugh
Art directors: Jules Chalkley, Nick Simons (sunset), Paul Angus (salmon)
Media agency: Universal McCann
Media planner: Sue Byrne
Production company: Hungry Man
Director: Jim Jenkins
Editor: Chris Franklin, Big Sky Edit
Post-production: The Mill
Exposure: All media worldwide


Bacardi has launched a global advertising campaign, introducing a new strategy to bring a more free-spirited positioning to the brand.

In its first work for the brand since it won the global account in December, Rainey Kelly Campbell Roalfe/Y&R has created two films as part of the first phase of an ongoing global branding campaign.

In the first, called "sunset", a crowd of people try to make the day last longer by moving around in order to make the most of the sun. In the second, called "salmon", two men dressed in salmon costumes run the wrong way round a marathon. The ad ends with the line: "Swimming upstream. You in?"

The ads will run throughout the world and are backed by print activity. The second phase will launch in October.

Project: Hasselhoff "Powered by Pipex"
Client: Dana Loftus, group marketing director, Pipex
Brief: Create fame for Pipex as the broadband company that understands
how people use the internet: a means of entertainment and
self-expression, not just a commoditised product
Creative agency: Karmarama
Writer: Sarah McGregor
Art director: Georgina Hoffman
Planner: Alison Stewart
Media agency: PHD
Media planner: Lindsay Weedon
Production company: Partizan
Director: James Hosking
Photographer: Gavin Bond
Post-production: Speade, The Mill
Exposure: TV, radio, online


Pipex, the telecoms and internet service provider, has enlisted David "The Hoff" Hasselhoff to front its new TV campaign and crowned him "king of the internet".

The campaign, created by Karmarama, highlights a new broadband and home phone calls package available in the UK under the slogan: "Powered by Pipex."

The humorous spot opens with Hasselhoff parading around his 80s empire, called "Hoff Central", full of Hoffrabilia including a Hoffee machine and Hoff oil painting. He declares: "The internet's been good to me, but if it wasn't for all these Hoff e-mails and appreciation sites, I'd just be the guy with the really great pecs."

Pipex is the UK's fifth-biggest internet service provider, with more than 420,000 business and home users.

Project: Hovis is for life Client Brendan Rice, head of marketing, Hovis
Brief: Position Hovis as a great source of natural goodness
Creative agency: DDB London
Writer: Dylan Harrison Art director Feargal Ballance Planner Vicki
Holgate Media agency Universal McCann Media planner Michelle Olivier
Production company: HLA
Director: Simon Ratigan
Editor: Bruce Townend, The Quarry
Post-production: The Moving Picture Company
Exposure: National TV

THE LOWDOWN RHM, Hovis' parent company, is putting £8 million behind a new brand campaign that positions Hovis as a bread you eat throughout your life.

The film, by DDB London, is set in a rolling wheat field and opens on a young boy and girl playing and running about. As the little boy cartwheels, he turns into a young man. He is still messing about in the field with his childhood playmate, although the two are obviously more than friends by this stage. The ad ends with the pair holding hands and walking into the sunset, with two children running behind them. The endline reads: "Hovis is for life."

Hovis' market share has risen from 29.1 per cent to 31.6 per cent during the past year.

Project: Hand job
Client: n/s
Brief: Raise awareness of the damage that 4x4s inflict on the
Creative agency: Greenpeace
Writer: In-house
Art director: In-house
Media agency: In-house
Media planner: In-house
Producer: Lara Schachat
Production company: Home Corp
Director: Ben Sedley
Editor: Bill Smedley, Work Post
Post-production: The Mill
Audio post-production: Wave
Exposure: Cinema, viral


Greenpeace has launched a cinema and viral ad to coincide with the opening of the British Motor Show to highlight the damage 4x4s do to the environment.

The spot challenges the image portrayed in traditional advertising of 4x4 drivers escaping their urban environment for thefreedom of the open road.

The spot features a city worker who encounters disdain from his colleagues, but only at the end of the spot does it become clear that this is because he drives a gas-guzzler. The ad closes with the line: "What does your car say about you?"

A 4x4 vehicle consumes around 300 per cent more fuel than an efficient family car and pumps out 300 per cent more pollutants.

Project: Make a fresh start
Clients: Martin Lundin, head of digital marketing, Sony Ericsson; Jo
Coomber, senior campaign manager, Sony Ericsson
Brief: Create excitement around the launch of the ground-breaking
Cyber-shot phone
Creative agency: Dare
Writers: James Cooper, Yasmin Quemard
Art directors: Emma Hogan, Matt Firth
Planner: Rebecca Mackenzie
Designer: Dennis Christensen
Exposure: Online

THE LOWDOWN Sony Ericsson is using an interactive website and online advertising to promote how its new Cyber-shot camera phone is better than its rivals.

The idea behind the activity is that Cyber-shot users can purge themselves of poor-quality photos taken on mobile phones. Online ads drive people to the site. One banner ad shows a pipette full of acid, which can be dragged and dropped on to an old picture. Another banner features a paper shredder. A skyscraper ad features animated roaring flames. On visiting the website, users can upload a picture taken on their own phone and use one of these methods to discard it.

Project: A little bit rude
Client: Jan Huckfeldt, brand manager, Charmin Western Europe
Brief: Create brand awareness
Creative agency: Publicis
Writer: Dan Glover-James
Art director: Adam Thompson
Planner: Rachel Chicourel
Producer: Sue Caldwell
Production company: Another Film Company
Director: Stephen Pipe
Editor: Rachel Spann
Exposure: Internet, e-mail


Charmin has eschewed the use of the bears from its TV ads in favour of toilet humour in a viral by Publicis.

The ad is based on euphemisms for visiting the toilet. It starts with a man under a desk messing with some wiring. As a phone rings, he shouts: "For God's sake, I'm laying cable." From there, the ad cuts to two old ladies playing snooker. One says to the other: "I have to sink this brown." Other shots include a close-up of a turtle's head and a hand pinching a loaf.

A dedicated UK website,, will go live simultaneously.