The Work: New campaigns - UK

ONE TO LOOK OUT FOR - SONY BRAVIA - PAINT
CREDITS
Project: Paint
Client: David Patton, senior vice-president, marketing communications,
Sony Europe
Brief: Colour like no other - Bravia LCD televisions offer unparalleled
viewing experiences
Creative agency: Fallon
Writers: Juan Cabral, Richard Flintham, Jonathan Glazer
Art directors: Juan Cabral, Richard Flintham
Planner: Mark Sinnock
Media agency: OMD
Media planner: Simon Worthington
TV producer: Nicky Barnes
Production company: Academy Films
Director: Jonathan Glazer
Editor: Paul Watts, The Quarry
Post-production: The Moving Picture Company
Audio post-production: Wave
Exposure: International TV, cinema, online

THE LOWDOWN

The eagerly awaited follow-up to Fallon's award-winning "balls" spot for Sony Bravia is a daylight firework display using 70,000 litres of paint and £1 million of Semtex.

Directed by Jonathan Glazer, "paint" will break next week as a 70-second ad in the Champions' League game between Manchester United and FC Copenhagen.

The ad was created by the Fallon creative director, Juan Cabral, and the executive creative director, Richard Flintham, with additional input from Glazer.

It was shot over the summer on a derelict Glasgow housing estate, and cost almost £2 million to produce.

The ad attempts to demonstrate the Bravia LCD television "colour like no other" claim by painting the dour, condemned estate with paint-loaded fireworks.

Sony was the world's top seller of LCD TVs in the last quarter after strong Bravia sales. Last month, the manufacturer announced it was building a new factory in Slovakia to produce three million of the televisions to cope with growing European demand.

VIRGIN MOBILE - PAMMY WRESTLING
CREDITS
Project: Pammy wrestling
Client: Virgin Mobile
Brief: Announce that for the first time ever mobile users can now get
real-time TV on their mobile Creative agency: Rainey Kelly Campbell
Roafle/Y&R
Writers/art directors: David Gamble, Simon Labbett
Planners: Jon Tipple, Angie Ma
Media agency: Manning Gottlieb OMD
Media planning: Goodstuff
Production company: HSI
Director: Paul Hunter
Editor: Joe Parsons @ Whitehouse
Post-production: Absolute
Exposure: National TV

THE LOWDOWN

Virgin Mobile has signed Pamela Anderson as the face of its latest ad campaign to launch its mobile TV service.

The ad features Anderson sitting by the pool watching Coronation Street on her new Virgin Lobster 700 tellyphone. Her agent, Kyle, calls from a wrestling match, upset that she has signed a deal without him. He tells her about a new contract he's signed her up to - one in which she'll be on the big screen and be able to wear a red swimsuit.

However, during the conversation it transpires that Kyle has signed her as one of the scantily clad girls who parade the scores at wrestling matches. The ad closes with the line: "Watch TV as it happens with Virgin Mobile."

Virgin Mobile TV will broadcast BBC1, ITV1, Channel 4 and E4 programmes.

BARCLAYCARD - RODEO, SPEEDBOAT
CREDITS
Project: Rodeo, speedboat
Client: Gary Twelvetree, director of communications, brand and
advertising, Barclaycard
Brief: Launch FlexiRate
Creative agency: Bartle Bogle Hegarty
Writers: Richard Robinson, Graham Lakeland
Art directors: Richard Robinson, Graham Lakeland
Planner: Amanda Feve
Media agency: Walker Media
Media planner: Sandra Lema-Trillo
Production company: Qi Commercials
Director: John Lloyd
Editors: Andrea MacArthur (rodeo); Ian Weil (speedboat), Peepshow
Exposure: National TV

THE LOWDOWN

Barclaycard has ditched the comedian Jennifer Saunders and its "Barclaycalm" brand positioning in a new series of ads starring Julian Rhind-Tutt and Stephen Mangan, two of the stars from the Channel 4 show Green Wing.

The ads, directed by the veteran comedy director and producer John Lloyd, promote Barclaycard's Flexi-Rate product, which lowers the interest rate for customers who pay a higher proportion of their balance off each month. Currently, the card has 11.2 million customers in the UK and a further 5.3 million worldwide.

Rhind-Tutt and Mangan play friends driving across the US and living out of their car. While Mangan is the hapless one of the pair, often finding himself in sticky situations, Rhind-Tutt is in control, thanks to his Barclaycard.

XFM - BABY ROADIES
CREDITS
Project: Baby roadies
Client: Richard Mintz, marketing director, Xfm and Capital Gold, GCap
Media
Brief: Position Xfm as the radio station that brings "new music" to the
masses Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: PHD Rocket
Media planner: Conor Doyle
Production company: Hungry Man
Director: Tony Barry
Editor: Sam Gunn
Post-production: The Mill
Audio post-production: Antony @ The Factory
Exposure: Cinemas in London, Manchester and Scotland

THE LOWDOWN

Mother has produced a humorous cinema ad for Xfm, to highlight that it only plays the best new music. Taking literally the idea that kids identify the best music, the spot follows the antics of child roadies.

Directed by Tony Barry, the ad is shot in the style of a rockumentary. It features performances from live bands such as Hard-Fi and the Lost Profits, who give backstage interviews in which they praise the professionalism of the crew.

Behind-the-scenes footage, shot at the Carling Academies in Brixton and Islington, tells a different story, however. While out of sight of adults, the crew play "knock and run" on dressing-room doors, cause havoc in the studio and drop guitars downstairs.

AUDI - SATELLITE, PATENTS
CREDITS
Project: Satellite, patents
Clients: Chris Hawken, brand communications manager; Ellie Lawford,
communications manager, Audi A6
Brief: Promote the Audi A6
Creative agency: Bartle Bogle Hegarty
Writers: Dave Masterman, Ed Edwards (TV); Mike Oughton (print)
Art directors: Dave Masterman, Ed Edwards (TV); Cameron Short (print)
Planner: Laurence Parkes
Media agency: MediaCom
Media planner: Paul Kershaw
Production company: Knucklehead
Director: Johnny Green
Editor: Neil Smith, Work
Exposure: TV, press

THE LOWDOWN

Audi is launching a £5 million TV and print campaign to reinforce the design credentials of its A6 model.

The campaign centres on a 90-second film that compares the patents that are filed in the building of an A6 to the number that have been filed by Nasa.

The ad shows what appears to be a spacecraft re-entering Earth's atmosphere. Text across the screen explains that Nasa has filed 6,509 patents. Now underwater, the space module turns out to be an A6 - during the creation of which, 9,621 patents were filed. The ad ends with the line: "The Audi A6. Patent number: V0R5PRU7NG DUR6CH T3CHN1K."

The press and outdoor campaign features images of different patented A6 parts, shot by Paul Zak.

CLARKS - WOMEN'S AUTUMN/WINTER 06
CREDITS
Project: Women's autumn/winter 06
Client: Penny Brook, marketing manager, Clarks
Brief: Position Clarks as the ultimate wearable fashion footwear brand,
for people who live life to the full
Creative agency: St Luke's
Writer: Tim Collins
Art director: Mike Hughes
Planner: Penny Harris
Media agency: Universal McCann Manchester
Media planner: Richard Aldiss
Production company: Blink
Directors: Blue Source
Post-production: The Moving Picture Company
Exposure: Pan-Europe TV

THE LOWDOWN

Clarks is running a campaign for its autumn/winter women's shoe range that promotes them as "designed for living".

Two ads, created by St Luke's, show people in Clarks shoes living life to the full. In the first, "taxi", a woman wearing Clarks boots races two others to a cab. She beats them, galloping along the street, while they hobble in their high heels. In the second spot, "cafe", two women race for the only seat free in a pavement cafe. The woman in Clarks manages to skirt the edge of a fountain and triumphs without spilling a drop of her coffee, while her rival tumbles over chairs.

ENERGY SAVING TRUST - I COMMIT
CREDITS
Project: I commit
Clients: Tamara Mauro-Trujillo, marketing executive, consumer; Jasper
Bell, new-media manager, Energy Saving Trust
Brief: Get people to commit to saving 20 per cent of home energy used
Creative agency: Grand Union
Writer: James Woods
Art director: Stuart Hallybone
Planner: Rob Forshaw
Media agency: i-level
Media planner: Alex Miller
Designers: Simon Pike, Gavin Fox
Exposure: News and information websites

THE LOWDOWN

The Energy Saving Trust has launched an online campaign, through Grand Union, to reduce domestic energy consumption by 20 per cent.

Banners showing chimneys discharging smoke direct users to the website www.energysavingtrust.org.uk/commit. The site explains ways in which people can help reduce carbon emissions by making changes to their daily routine.

Consumers are then invited to turn off a virtual light switch to stop the smoke. The ad will target the wider public, but is specifically aimed at well-educated individuals, couples and families.

QVC - WELCOME FOLLOW-UP
CREDITS
Project: Welcome follow-up
Client: Gemma Love, member relations manager, QVC
Brief: Encourage a second purchase
Creative agency: Claydon Heeley
Writer: Kristian Wheater
Art director: Gary Fraser
Exposure: 18,000 first-time purchasers

THE LOWDOWN In its first major foray into customer-relationship marketing, QVC is using a direct marketing campaign aimed at generating loyalty from new customers.

Claydon Heeley, appointed in March to develop the retention strategy, has developed a pack that aims to encourage consumers to make repeat purchases.

The pack has been sent to 18,000 people who have recently purchased from the channel. It arrives in the style of a shopping bag from an upmarket store with the text "isn't it nice when shopping comes to you" across the front. Inside is a glossy brochure of new products and a channel guide. A letter, containing a £5 voucher, explains the benefits of shopping from the couch.

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