The Work: New Campaigns - UK

Project: Fire and ice
Client: Steve Sharp, executive director marketing, Marks & Spencer
Brief: Promote the glamour of the Marks & Spencer range
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Pip Bishop, Chris Hodgkiss
Art directors: Pip Bishop, Chris Hodgkiss
Planner: Lucy Howard
Media agency: Walker Media
Media planner: Helen Curtin
Production company: RSA
Director: Dawn Shadforth
Editor: Richard Orrick
Post-production: The Moving Picture Company
Audio post-production: Wave
Exposure: National TV


Marks & Spencer's 2006 Christmas campaign from Rainey Kelly Campbell Roalfe/Y&R is a big, bold, brash and camp musical piece set to the backdrop of an Arctic nightclub party.

The 60-second spot aims to continue the populist feel of the "Your M&S" campaign, while simultaneously promoting feelings of excitement and sexiness, as well as being warm and inclusive.

The ad begins with a group of models, now regular faces in M&S advertising, getting dressed for a party. They then fly across the snow flats on Skidoos, as if they were in a James Bond film. Their journey is backed by a cover of Pink's Get the Party Started, which sounds as if it's sung by Shirley Bassey.

As the guests mingle with other models in the palatial ice nightclub, all of whom wear M&S clothes, the camera pans round the room to reveal that Bassey is actually singing the song.

In the 12 weeks ending 26 June 2006, womenswear increased its market share from 9.4 per cent to 10.4 per cent, with menswear increasing from 8.4 per cent to 9.2 per cent, lingerie from 25 per cent to 25.6 per cent and childrenswear from 3.1 per cent to 3.4 per cent.

Project: Teen road safety
Client: Nigel Marston, director of group marketing and communications,
Transport for London
Brief: Further Transport for London's "Don't die before you've lived"
Creative agency: M&C Saatchi
Writers: Kit Dayaram, Tom Spicer
Art directors: Kit Dayaram, Tom Spicer
Planner: Rohini Varughese
Media agency: n/s
Media planner: n/s
Production company: Rattling Stick
Director: Daniel Kleinman
Post-production: The Mill
Audio post-production: JungleGroup
Exposure: n/s


A girl's shattered dream is the basis for Transport for London's latest instalment of its "Don't die before you've lived" campaign, by M&C Saatchi.

In contrast to previous ads, the spot shows the teenager being run over at the beginning. A car ploughs into teenager Shanice Williams, who explodes into fragments. The action pauses mid-shatter and cuts to different shots of her life as she becomes a famous athlete.

Important parts of her development also shatter into fragments, such as her name on the school's roll of honour, her locker and her Team Great Britain tracksuit.

The ad ends with her in a stadium taking her mark as she prepares to race. As the starting pistol fires, she shatters into pieces.

Everyday a teenage is seriously injured or killed on London's roads.

Project: Badman
Client: Luke Knight, deputy head of publicity, Metropolitan Police
Brief: Deglamourise guns and gun culture for London's black youth
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Gavin Torrance
Art director: Danny Hunt
Planner: Andy Nairn
Media agency: MediaCom
Media planner: Matt Buttrick
Production company: Independent
Director: Jake Nava
Editor: Joe Guest, Final Cut
Post-production: The Moving Picture Company
Audio post-production: Grand Central
Exposure: Music TV, radio, online


Miles Calcraft Briginshaw Duffy has teamed up with the UK grime act Roll Deep in its latest campaign for the Metropolitan Police's black-on-black gun crime initiative, Operation Trident.

The Roll Deep track Badman tells the story of the consequences of gun culture on people's lives and of the cycle of violence that escalates.

The track is released with a video directed by Jake Nava, who was brought up in East London before relocating to Los Angeles to direct music videos for acts including Beyonce (Crazy in Love) and Usher (Burn).

The video is being promoted on TV stations including MTV and Channel U, and a range of websites including YouTube and MySpace.

Project: Testicles
Clients: Richard Huthwaite (RAF) and Karen Pinder/James Renwick (COI)
Brief: Recruit more air-traffic controllers by emphasising that a career
in the RAF is both rewarding and stimulating
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Jon Elsom
Art director: Keith Terry
Planner: Charlie Snow
Media agencies: COI, Manning Gottlieb OMD
Media planners: Nigel Wheat, Andrew Mortimer
Photographer: Alan Mahon
Photographer's agency: Horton-Stephens
Exposure: Print


The Royal Air Force is using a humorous print campaign in the hope of increasing applications for the job of air-traffic controller.

The print campaign, by Delaney Lund Knox Warren & Partners, is based on the idea that, while a normal air-traffic controller's job is tough enough, you need to be steely to deal with the RAF's fast jets, as well as larger aircraft.

The ad features a picture of two jars. One contains two average-sized testicles, with a label saying "normal human". The other contains two large ones and carries the label "air-traffic controller".

Earlier this year, the RAF overhauled its careers site to help it appeal to 16- to 24-year-olds. The site now includes blogs, videos and podcasts.

Project: Product quality
Client: Lee Rolston, marketing manager, Stella Artois, InBev UK
Brief: Remind consumers Stella Artois is a crafted, authentic Belgian
Creative agency: Lowe
Writers/art directors: Lovisa Almgren, Peter Reid, Carl Broadhurst,
Diccon Driver, Alan Wilson
Planner: Helen Bichard
Media agency: Starcom Motive
Media planner: Howard Watson
Illustrators/typographers: Aesthetic Apparatus
Exposure: Underground, city centre, national rail posters, weekend


Stella Artois is educating consumers about its Belgian origins with a print campaign by Lowe. The ads aim to promote the authenticity and craftsmanship behind the beer to a new generation of lager drinkers, who may not be aware of its heritage. The campaign comprises ten ads, created by the design duo Aesthetic Apparatus. Each of the posters carries facts about the lager, ranging from its Belgian provenance to the design of the glass.

One ad has a picture of nine bottles, each of which carry a word to make up the phrase: "A family dedicated to brewing for six centuries." Another carries a flag with the Stella Artois logo and the line: "Quality beer from Belgium since 1366."

Project: Dazzle
Client: Dave Tucker, marketing director, Ferrero UK
Brief: Reposition Ferrero Rocher
Creative agency: WCRS
Writer: Billy Faithful
Art director: Ross Neill
Media agency: Mediaedge:cia
Media planner: Nick Baughan
Production company: Partizan
Director: Thomas Hilland
Exposure: National TV, press, posters


Ferrero Rocher is trying to increase sales of its luxury chocolates in the run-up to Christmas with a new ad campaign. Created by WCRS, it centres on a TV commercial which aims to distance the brand from the cliched image created by its infamous "ambassador" ads.

Set to the Cilla Black song Something Tells Me (Something's Gonna Happen Tonight), the ad has figures in silhouette flying across a background of sparkling gold chocolates - reminiscent of the title sequences from the James Bond films. The spot shows Christmas party scenes with people dancing and enjoying the chocolates, and ends with the line: "Share something special."

Client: Claudio Struzzo, deputy marketing manager, Ikea UK
Brief: Drive awareness of the new range of lights available; inspire and
guide customers' light purchase considerations and choice; reinforce
Ikea's credentials as lighting solution experts with a range to suit
Creative agency:
Writer: Ruth Adair
Art directors: Bal Bhatla, Paul Banham
Planner: Jake Dyer
Designer: Deirdre Enright
Directors: Paul Banham,
Editors: Rob Mills,
Exposure: Online

THE LOWDOWN has created a website to promote Ikea's lighting range. It is aimed at style-conscious females aged 24-49. The campaign has been designed to drive awareness of the company's new range of lights, and how they can be used effectively.

Once the user has flicked a light switch on the entry screen, they are taken through to a page which shows the side of a building with four illuminated rooms. Each room illustrates how effective use of lighting can change a bad situation. For example, one of the rooms shows a first date taking place in a poorly lit room with the strapline: "A lack of atmosphere can make a first date fall flat." An image of a man and a woman tapping their feet, clearly bored, follows.

Project: Fairground
Client: Vodafone UK
Brief: "Vodafone Family" lets you make the most of now through unlimited
calls to those closest to you
Creative agency: JWT
Writer: Kevin Baldwin
Art director: Mick Brigdale
Planner: Simon McCarthy
Media agency: OMD
Media planner: Ben Johnson
Production company: Thomas Thomas
Director: Kevin Thomas
Editor: Bryan Dyke
Post-production: The Mill
Audio post-production: 750mph
Exposure: National TV, poster, press, online


The latest execution in Vodafone's current £10 million UK campaign resurrects The Only Ones' Another Girl, Another Planet. This time around, though, the song has been recorded by the new band BellX1 and will be released as a single.

The spot, which promotes the "Vodafone Family" tariff, aims to convey how a single phone call can transport you to another world. The ad shows a woman in a cafe making a phone call. She sees a child on a rocking horse, and her thoughts jump to a winter fairground where she and her family are entertained by a carousel, a juggler on stilts and a group of acrobats.

The "Vodafone Family" tariff offers users unlimited calls to four people for just £5 a month.

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