The Work: New campaigns - UK

Project: Kidswear
Client: Steve Sharpe, executive director of marketing, M&S
Brief: Make a song and dance to celebrate M&S's stylish children's range
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Wrtiers/art directors: Stuart Elkins, Graeme Cook
Planner: Lucy Howard
Media agency: Walker Media
Media planner: Katherine Baker
Production company: Knucklehead
Director: Joe Roman
Editor: Bill Smedley, Work
Post-production: The Moving Picture Company
Exposure: National TV


Rainey Kelly Campbell Roalfe/Y&R has created a TV ad for Marks & Spencer to reflect the recent makeover in the retailer's kidswear range.

The execution recalls the M&S womenswear ads from autumn last year. It features children playing about on the streets of London and an open-top double-decker bus, modelling items from the range, as the theme song from the TV show The Monkees plays.

In one shot, three of the children perform the cross-legged walk made famous by the eponymous 60s band. The spot ends with the children releasing a truckload of yellow balloons. The strapline says: "Your Kids M&S."

M&S has a 10.5 per cent share of the UK womenswear market. It also has 9.5 per cent of the menswear market, 24.1 per cent of lingerie, but only 4.1 per cent of the kidswear market.

Project: BBC Radio 2
Client: Rachell Fox, head of marketing, Radio 2
Brief: Showcase the breadth and passion for music at Radio 2
Creative agency: DFGW
Writers/art directors: Brendan Wilkins, Rod Kavanagh
Planner: Nick Southgate
Producer: Edel Erickson
Production company: Red Bee Media
Director: Steve Cope, Red Bee Media
Editor: Tim Hardy, Cut & Run
Post-production: Chris Mortimer, Blue
Audio post-production: Grand Central
Exposure: National television, cinema

THE LOWDOWN DFGW has developed a 30-second TV ad to showcase the music played on BBC Radio 2.

Footage is used of Elvis Presley introducing his backing band - made up, with clever editing, of music artists that regularly feature on the station. These include Jimmy Page, Marvin Gaye, Noel Gallagher, Sheryl Crow, Stevie Wonder and the Sugababes.

BBC radio managed to increase its share of listening from 54 per cent to 54.9 per cent in the first six months of this year. The Rajar figures for April-June showed BBC Radio 2 and BBC Radio 4 were London's most-listened-to stations. Although each attracted more listeners than the previous quarter, they lost share, with Radio 2 down from 11.8 per cent to 10.7 per cent and Radio 4 down from 14 per cent to 13.1 per cent.

Project: Beck's Vier launch campaign (UK)
Client: Richard Ingram, marketing manager, Innovation
Brief: Launch Beck's Vier to 25- to 34-year-old men, by communicating
its 4 per cent alcohol by volume credentials
Creative agency: Leo Burnett
Writers: Jonathan Burley, Jim Bolton, Joe Tecwyn-Williams
Art directors: Jonathan Burley, Jim Bolton, Joe Tecwyn-Williams
Media agency: Starcom Mediavest
Photography: Andy Rudak, Gary Bryan
Exposure: Outdoor, online


Beck's is launching a premium lager called Beck's Vier. However, while other beers generally have an alcohol by volume content of 5 per cent or more, Vier's is only 4 per cent.

Backing the launch is a poster campaign, created by Leo Burnett, that attempts to show the originality of a lower-strength premium beer.

Each of the three executions shows ten rows of ten small images, four of which stand out.

The "chair" poster displays 96 hard plastic chairs, and four inflatable chairs. In "lighter", 96 boxes of matches are featured, with four lighters.

Project: The Times BFI 50th London Film Festival
Client: Richard Larcombe, communications and strategy marketing manager,
Times Marketing
Brief: Raise awareness of and celebrate the London film festival
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Mike Boles
Art director: Jerry Hollens
Planner: Erin Newby
Production company: Hungry Man
Director: Paul Gay
Editor: John Smith, The Whitehouse
Post-production: The Mill
Exposure: TV, cinemas


The Times BFI 50th London Film Festival runs from 18 October to 2 November. Rainey Kelly Campbell Roalfe/Young & Rubicam has created a 60-second TV ad based on the idea that great film descends on the capital during the festival. The spot features shots of the capital that nod to and use music from classic films.

The execution begins with a shot of the London Eye, floating through the sky to Strauss' Also Sprach Zarathustra, used in the 1968 film 2001: A Space Odyssey. Then two old men appear, playing cards in the street, to the tune of Scott Joplin's The Entertainer, used in the 1973 film The Sting. The spot ends with a cab cruising down a Soho street, as Bernard Hermann's Taxi Driver score plays.

Project: Kellogg's Optivita
Client: Clare Furlonger, brand manager, Kellogg
Brief: Support the launch of Optivita
Creative agency: JWT
Writer: Liz Whiston
Art director: Dave Shelton
Planner: Jacquie Chick
Media agency: MindShare
Media planner: Emerson Bramwell
Producer: Ohna Falby
Production company: Rattling Stick
Director: Tom Vaughan
Editor: Dan Robinson, Cut & Run
Post-production: The Moving Picture Company
Audio post-production: 750mph
Exposure: National TV, print


Kellogg is launching a breakfast cereal called Optivita. The new product contains the oat fibre, beta glucan, which it is claimed can reduce low-density lipoprotein - or "bad" cholesterol - when eaten daily.

The launch is backed by a 30-second TV spot created by JWT. The execution centres around the East End hard-man persona of actor Ray Winstone, who starred in the 1979 film Scum. Winstone is seen walking the streets of the capital, while explaining to viewers that staying healthy is their own responsibility as adults. The ad ends with him saying: "Don't look at me for advice. I'm not going to tell you what to do."

The TV work will be backed by a press campaign.

Project: Nimble
Client: Paul Brixy, head of marketing, speciality brands and innovation,
Brief: Promote Hovis' low-calorie bread Nimble
Creative agency: DDB London
Writers: Grant Parker, Jo Wenley
Art directors: Grant Parker, Jo Wenley
Planner: Vicky Holgate
Production company: Rogue Films
Director: Sam Cadman
Editor: Adam Spivey, Speed
Post-production: Rushes
Audio post-production: Damunki
Exposure: National TV, cinemas


DDB London has developed a TV ad to promote Nimble, the low-calorie bread from Hovis.

The 40-second spot opens on a building site, where workers are perplexed at having lost lots of weight. One hitches up his trousers while carrying a window pane; another finds that his fall to his ankles while drilling. The ad then switches to a man making sandwiches at home. As he reads the print on the loaf's wrapper, a voiceover says: "Low-calorie bread that tastes so good you would never know."

Project: Zippy
Client: Rachel Jewsbury, brand manager, Nivea Lip Care
Brief: Drive trial and awareness of Nivea Lip Care Essential among 16-
to 24-year-old women
Creative agency: TBWA\London
Writer: Danny Brooke-Taylor
Art director: Danny Brooke-Taylor
Planner: Stephanie Newman
Media agency: Carat
Media planner: Roxanne Lomas
Retouching company: E-GRAPHICS
Exposure: University cities


Nivea has decided to go kitsch with a poster campaign for its Lip Care Essential product, which features Zippy from the ITV children's show Rainbow.

The ad features the orange puppet, famed for his wick mouth, with a huge pair of bee-stung lips a la Julia Roberts. The execution aims to convey the notion that the product can make even the roughest lips eminently kissable. The campaign will initially run in university cities and target students.

In 2005 the Nivea brand posted a 7.7 per cent revenue growth of just over £1 billion across Europe.

Project: Text
Client: Zoe Harris, marketing director, Reveal
Brief: Differentiate Reveal's positioning to stand out in a cluttered
Creative agency: TBWA\London
Writers/art directors: Tom Chancellor and Julia Taylor, Matt Lever and
Helen Board
Planner: Neil Dawson
Media agency: PHD Rocket
Production company: Therapy
Director: Colin Gregg
Editor: Alaster Jordan, Johnny Bongo
Post-production: Big Buoy
Exposure: National TV, interactive TV, cinema


This 30-second TV ad for the ACP-NatMag weekly Reveal is the second in a series of executions set to run for the next eight weeks. The spot shows a couple on a sofa. The man receives a text. We then hear his partner's thoughts as she convinces herself it is from another woman. When he goes off to make tea she resists the urge to read the message. Then a voiceover says: "Reveal. You know you want to."

The £3 million campaign aims to boost brand awareness of the title, targeting women in the 18 to 27 age group. In the August ABCs, the magazine posted a circulation of 345,000 issues a week.

Project: Operation Trident
Client: Luke Knight, deputy head of publicity, Metropolitan Police
Brief: De-glamorise guns and gun culture
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Nick Bird
Art director: Lee Smith
Planner: Andy Nairn
Media agency: MediaCom
Media planner: Matthew Buttrick
Photographer: Nick Georgiou
Exposure: London poster sites


Miles Calcraft Briginshaw Duffy has created a new outdoor campaign to promote the Metropolitan Police's Operation Trident - the unit set up in London to tackle gun crime in the black community.

The 48-sheet poster campaign, to run in and around the capital, shows a body in a morgue with the message: "Carrying a gun can get you into the coolest places." It urges members of the public to report people who possess illegal firearms to Crimestoppers.

Operation Trident was launched in the boroughs of Lambeth and Brent in March 1998 and extended to the rest of the capital the following year.

Earlier this month, the unit seized the UK's biggest cache of illegal firearms in a raid on a house in Kent.

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