The Work: New Campaigns - UK

Project: The return
Client: Katya Walters, brand development director, Unilever
Brief: Re-introduce the PG Tips brand with a new advertising idea
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: MindShare
Media planner: Mike Mulholland
Production company: Rattling Stick
Director: Danny Kleinman
Editor: Steve Gandolfi, Cut & Run
Post-production: The Mill
Exposure: National TV


They're back. Five years after being laid off following the ITV Digital debacle, Johnny Vegas and his sidekick Monkey make their advertising return as the faces of PG Tips.

"The return" opens with the knitted star turning up at Al's house late one rainy night. After an initially frosty reception, in which he is berated for leaving his friend when he needed him most (when the "telly thing" went belly up), Monkey is popped in the washing machine and treated to a cuppa, over which he and Al plot their advertising comeback.

The new ads mark a return to PG Tips' simian heritage; the brand's former chimp-fronted ads are in the Guinness Book of Records as the longest-running ad campaign ever.

Special "Monkey" PG Tips packs are set for release, and profits from the sale of new Monkey merchandise will go to Comic Relief, which has owned the rights to the character since ITV Digital folded in 2002.

Project: Unhooked
Client: Sarah Partridge, senior campaign manager, Department of Health
Brief: Encourage smokers to go smoke-free with the help of the NHS
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Malcolm Duffy
Art director: Paul Briginshaw
Planner: Andy Nairn
Media agency: Mediaedge:cia
Media planner: Stuart Sullivan-Martin
Production company: Another Film Company
Director: Jeff Stark
Editor: Scott Crane, The Quarry
Post-production: The Moving Picture Company
Audio post-production: Peter Challis, A-Bomb; Owen Griffiths, Jungle
Exposure: TV, outdoor, press, online, DM


Huge, painful fish hooks violently pulling people around by the mouth is the idea behind Miles Craft Briginshaw Duffy's first anti-smoking work for the Department of Health.

The ads, called "hooked", aim to show how much of a physical force is applied to smokers by their addiction. The ads also point out the average smoker needs more than 5,000 cigarettes a year to feed their habit.

There are also a series of ads called "unhooked", which show the smokers wrenching themselves free of the fishing hook.

The voiceover says: "If you're a smoker, getting unhooked isn't easy. That's why the NHS offers a whole range of ways to help you stop."

All of the ads carry a phone number, 0800 169 0169, and the address of a website,, which was created by the Reading Room.

Project: Steamed vegetables launch
Client: Sandy Sewell, commercial director, Florette
Brief: Launch Florette's range of steamed vegetables
Creative agency: Hooper Galton
Writer: Vicki Maguire
Art director: Dave Westland
Planner: Olivia Johnson
Media agency: The Media Shop
Media planner: John Alligan
Production company: Therapy Films
Director: Mark Denton
Exposure: National TV


Florette, the salad maker, is launching a range of microwavable steamed vegetables with a £1 million TV campaign created by Hooper Galton.

In the execution, spaghetti western-style music plays in the background as a pair of hairy side-burned farmers, wearing nothing but flat caps, Wellington boots and small white towels to hide their modesty, sit in a sauna, duelling with vegetables, as each attempts to trump the other. When one farmer wins, his counterpart storms out in a huff. The ad closes with a voiceover that says: "New from Florette. Veg worth getting steamed up about."

Project: Teen road safety
Client: Nigel Marson, head of group marketing communications, Transport
for London
Brief: Reduce the number of teenagers killed or seriously injured on
London roads
Creative agency: M&C Saatchi
Writer: Pete Gosselin
Art director: Jay Hunt
Planner: Rohini Pahl
Media agency: Mediaedge:cia
Media planners: Aaron Quinn, Christopher Dennis
Photographer: Nick Georghiou
Exposure: Outdoor (London)


M&C Saatchi has produced two shocking poster executions, continuing its "don't die before you've lived" teen road safety campaign.

This time around, the ads focus on two teenagers, whose destinies as sporting superstars are destroyed when they are hit by a car.

In "football", a youth is pictured pulling off a spectacular over-head kick, but instead of a football pitch, he is on a busy street. Underneath him is a car with a cracked windscreen. The text reads: "Justin Thomas. Future England Striker."

The second execution shows a similar scene, but uses a teenager executing a Fosbury Flop. This time the text reads: "Paul Ryan. Future High Jump Gold Medallist."

A teenager is killed or injured on British roads every day.

Project: Get more
Client: Helena Beard, general manager of marketing communications,
Virgin Holidays
Brief: Create an integrated campaign, worth £2 million, which aims
to raise awareness of all Virgin Holidays worldwide destinations, and
drive sales and brochure requests for 2007. The campaign targets
families and couples considering long-haul holidays
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Ben Golik
Art director: Phil Wyatt
Planner: Amanda Griffiths
Media agency: Manning Gottlieb OMD
Production company: Aardman Animations
Exposure: TV; a promotional stand will tour four major shopping centres
across the UK


Kitcatt Nohr Alexander Shaw has teamed up with Aardman Animations to create a TV campaign for Virgin Holidays called "get more".

In the ad, a pair of animated characters, whose facial characteristics were taken from real actors and imprinted on to the animations, highlight the range of activities available to Virgin Holidays customers.

The 40-second execution shows the couple packing for a holiday. They shove a host of strange items, including skis, a lion, a deck chair and a hot-air balloon, into a seemingly bottomless suitcase. The ad ends with a voiceover that says: "Get more with"

The TV work will be backed by a substantial online advertising campaign featuring more than 30 different rich-media, standard banner and MPU designs.

Project: Samaritans winter 2006-07 campaign
Client: Jeremy Payne, director of fundraising and external relations,
Brief: Increase understanding among 18- to 24-year-olds that you can
contact Samaritans for a range of issues, not just suicide, and offer a
sense of what the experience of contacting Samaritans is like
Creative agency: Lunar BBDO
Writers: Ben Kay, Oli Kellett, Alex Holder
Art directors: Daryl Corps, Oli Kellett, Alex Holder
Planner: Trevor Hardy
Illustrator: Billy Jean
Production company: Therapy Films
Director: Christian Bevilacqua
Editor: Christian Bevilacqua
Animators: Christian Bevilacqua, Chris Ratliffe, Martin Stacey
Exposure: Cinema


The Samaritans' winter campaign targets 18- to 24-year-olds who find it difficult to talk about their feelings.

Research carried out by the charity recently revealed that people in this age group generally turn to their friends for advice on most problems, but fear talking to them about deep emotional issues that are distressing them.

Lunar BBDO has created a cinema campaign, which will be backed by print, viral and radio, aiming to represent the problems young people go through. A dream-like spot shows a doodled character wandering through complicated abstract scenery. The doodles represent thoughts a troubled person might he having. It ends with the line: "Things on your mind?"

Project: Wildlife
Client: John Dixon, head of brand communications, Panasonic UK
Brief: Create a fun viral that consumers want to spend time interacting
with Creative agencies: Inbox Digital, Dig For Fire
Writers: Oli Christie, Dennis Pettit
Art directors: Jeremy Swale, Nigel Wood
Designers: Sean Bullingham, Andy Ashton
Production company: Slinky Productions
Director: Matthew Nelson
Editor: Simon Blackledge, Slinky Productions
Exposure: YouTube, MySpace, FHM, Panasonic, Google AdWords


Panasonic has invested £50,000 in a viral campaign to promote the image quality of its Viera plasma screen TV.

The ad aims to attract consumers who are looking for the latest picture and sound quality, by suggesting that the images are just like real life.

In the viral, two friends sit watching a wildlife documentary on a Viera TV. As the programme depicts a salmon's voyage upstream, one of the fish jumps through the screen, then, as a puma runs through the bush, it too leaps out of the TV.

Finally, the programme turns to the mating rituals of the African elephant. As the astounded pair watch the action, one of them gets covered in elephant sperm. His mate then points out that he has something on his face.

Project: Ugly Betty sponsorship
Client: Matt Day, director of marketing, Dulux
Brief: Drive awareness of Dulux's expertise in putting interior colours
Creative agency: Abbott Mead Vickers BBDO
Writer: Diane Leaver
Art director: Simon Rice
Media agency: Initiative Media
Production company: Patricia Murphy Films
Director: Patricia Murphy
Editor: Stuart Greenwald
Exposure: Channel 4


Dulux's first broadcast deal sees the paint company sponsoring 22 episodes of the US comedy Ugly Betty.

Abbott Mead Vickers BBDO created the idents that continue the brand's 2006 "colour chemistry" campaign in which people represent colours of paint.

Each ident features a vignette illustrating a steamy situation, while showing a combination of Dulux colours.

In "footsie", a man called "Rum Caramel" and a woman, "Minted Glory", play footsie under a desk. In "cocktail", an angry "Amber Queen" throws her drink and some lingerie at "Damson Dream".

Project: Green train
Clients: Greg Nugent, marketing director; Jemma Collick, brand manager,
Brief: Highlight the fact Eurostar emits ten times less CO2 than the
equivalent journey by plane
Creative agency: TBWA\London
Writer: Dan Gorlov
Art director: Rachel LeFeuvre
Planner: Tania Forester
Media agency: n/s
Media planner: n/s
Photographer: George Logan
Exposure: Eurostar-owned poster sites


Eurostar attempts to position train travel as the greenest form of transport in Europe in a new poster campaign.

In the ad, by TBWA\London, a Eurostar train emerges from a white light in a countryside setting. The trees behind the train resemble the plume of steam emitted by an old-fashioned locomotive. The text reads: "Every journey you make emits ten times less CO2 than the plane."

Ticket sales for Eurostar's London to Paris route rose by 11 per cent in the first half of last year compared with 0.6 per cent for air tickets on the same route.


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