The Work: New Campaigns - UK

Project: Dave
Client: Tom Shelston, senior brand manager, McDonald's UK
Brief: Launch the new McDonald's winter menu and position the restaurant
as a place of solace and warmth during the cold winter months
Creative agency: Leo Burnett
Writers: Jim Bolton, Jonathan Burley
Art directors: Jim Bolton, Jonathan Burley
Planner: Jason Lonsdale
Media agency: OMD
Media planner: Lisa Cheung
Production company: Rogue Films
Director: Sam Cadman
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: National TV


A group of sodden walkers searching for their lost friend Dave is the theme of the latest TV ad for McDonald's.

The 30-second spot shows the increasingly concerned gang forlornly trudging through puddles and mud on a bleak English moor, repetitively shouting Dave's name in a vain attempt to find their lost compatriot.

After further scenes of futile hunting, the film cuts to a shot of the despondent crew approaching a McDonald's restaurant. Upon taking an envious peak through the window, they spot a man dressed in walking gear, sitting at a table and attempting to impress two girls by holding onion rings over his eyes and pretending they are glasses.

He then turns and spots his less than happy friends at the window. This, it becomes obvious, is the "lost" Dave.

"Winter comfort food. New at McDonald's," the voiceover says. "Come in out the cold."

Project: Mortgage
Client: Colin Gray, group communications manager, Abbey
Brief: Launch Abbey's new "five-times-income" mortgage
Creative agency: WCRS
Writer: Steve Hawthorn
Art director: Katie Hopkins
Planner: Riosin Robothan-Jones
Media agency: Carat
Production company: Weilands
Director: Trevor Melvin
Editor: Nick Diss
Post-production: Cut & Run
Audio Post-production: Grand Central
Exposure: National TV, outdoor, press


In November last year, Abbey changed its standard terms by offering its customers a five-times-income mortgage rate.

WCRS is promoting this offer with a TV execution, which follows on from the company's existing Woodland Tales campaign.

The ad begins with a pair of hedgehogs looking for their ideal nest. The cute little duo stumble upon a stump in a lovely bit of woodland. But, alas, the entrance is too high for them to reach.

However, they are given a leg-up into their dream home by an Abbey "red cube", denoting the help that a mortgage from the bank can provide homebuyers.

The TV work will be followed by a print execution, which launches on 4 February.

Project: Inner goddess
Client: Rene Dominik, brand manager, Pantene Pro-V
Brief: Introduce the new Pantene (new formulas, new look) and connect
with women on a deeper level than just addressing physical solutions to
hair problems. Help women to find the best product for their specific
hair needs
Creative agency: Grey London
Writer: n/s
Art director: n/s
Media agencies: Starcom, ZenithOptimedia
Production company: Short Films
Director: Stephen Mead
Editor: Dayn, Cut & Run
Post-production: Rushes
Audio Post-production: Grand Central
Exposure: National TV


Grey London has produced a campaign for Pantene hair care and styling products, which highlights the positive impact that good hair has on a woman's day, rather than concentrating on each product's individual benefits.

The 30-second spot focuses on various personal mantras such as "make a wish list, not a to-do list", "make love, not dinner", "buy flowers, not groceries" and "dance all day, not just at night".

Each scene shows images of women sticking to these maxims and enjoying their day after using Pantene.

The upbeat ad, set to Natasha Bedingfield's Unwritten, closes with a voiceover that says: "Let the best of you shine through."

SKY - 24
Project: 24: day six
Clients: Alexandra Lewis, marketing director, Sky Networks; Sophie
Jones, senior marketing manager, Sky One
Brief: Create buzz around the new season of 24 on Sky One
Creative agency: Meme
Writer: Meme
Art director: Meme
Planner: Meme
Media agency: i-level
Media planner: n/s
Exposure: Sky TV, online, outdoor, press, radio


Sky is luring viewers into watching the sixth series of the real-time drama 24 with an intriguing online marketing push created by the digital agency Meme ahead of the show's premiere on 21 January.

Using the website as a starting point, along with the password 99k36f, fans embark on their own Jack Bauer-style quest to defeat terrorists and save Los Angeles.

After entering their personal details, players receive a phone call outlining their mission. From there, a text message from Bauer directs players to another website, where the mission continues. The campaign also uses e-mails and a visit to YouTube, before players eventually find the page that allows them to watch an eight-minute prequel to season six and enter a competition.

Project: You control climate change
Client: Renita Bhaskar, information and communications officer, European
Commission, Environment Directorate-General
Brief: Encourage people to make small changes to their daily behaviour
to help fight climate change
Creative agency: M&C Saatchi
Writers: Tom Spicer, Kit Dayaram
Art directors: Tom Spicer, Kit Dayaram
Planner: Damian Collins
Media agency: Walker Media
Production company: Manifesto
Director/illustrator/photographer: Graham Fink (M&C Saatchi), Yuko Kondo
Exposure: TV Europe


The European Commission's Environment Directorate-General is launching its first pan-European advertising campaign aiming to raise awareness of climate change.

The animated TV ad, created by M&C Saatchi, promotes awareness of the small things in your daily routine that can help save the planet.

The 40-second cartoon shows four characters fulfilling tasks such as turning off the power on a TV, recycling, switching off a light and turning down a thermostat. Once they have completed these actions, they turn into superheroes. The animation ends with the strapline: "Everyone can save the planet. You control climate change. Turn down, switch off, recycle, walk. Change."

The spot, which will air on MTV, carries the address of a website,, and will be supported by a pan-European print campaign.

Project: American Idol
Client: Paula Wyatt, Schwan's Consumer Brands, Chicago Town Pizza
Brief: Promote Chigaco Town Pizza's sponsorship of American Idol
Creative agency: BDH\TBWA
Writer: Gary Hulme
Art director: Gary Hulme
Planner: Graham Drury
Media agency: Mediaedge:cia Manchester
Production company: Chief TV
Director: Ben Tonge
Exposure: National TV


BDH\TBWA has created a set of idents for Chicago Town Pizza as it sponsors American Idol on British TV.

They are a continuation of Chicago Town's 2006 campaign, where the agency created a fictional town called Humdrum. The idents are American Idol-like auditions by the town's residents, which include singing and animal impersonations. The ads end with a shot of a restaurant where Chicago Town pizzas are being served.

The idents also introduce a website,, where the public can vote for their favourite audition.

In 2006 the frozen snack market was valued at £185m, but saw a decline of 3% in value and 6% in volume in the year to November.

Project: Animals
Client: Tim Ward, marketing director, Friends Reunited
Brief: Raise brand awareness and customer acquisition for
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: James Tierney
Planner: Caroline Gibbs
Media agency: Manning Gottlieb OMD
Production company: Fiona Campbell
Director: Fiona Campbell
Editor: Ben Harrex, Final Cut
Post-production: Rushes
Exposure: National TV


The Friends Reunited brand has grown far beyond its offering of reuniting old school pals, and now includes sectors such as job search, dating and genealogy.

This spot is the TV debut for its jobsite,, and the second ad in its "animals" campaign, which broke at the start of the year.

It opens in the style of a wildlife programme, showing the plight of a dung beetle. "The dung beetle is close to the bottom of the food chain," it says authoritatively. "That is its position in life. It has no choice."

The ad goes on to suggest that Friends Reunited can help you to do better in life.

The website, which was bought by ITV for £175 million at the end of 2005, is now looking to reposition itself as a more mature and upmarket brand.

Project: Stairlifts
Client: Shelly Cole, marketing manager, Stannah
Brief: Directly address the stigma and misconceptions surrounding
Creative agency: Leagas Delaney
Writer: Ben Stilitz
Art director: Colin Booth
Planner: Tony Quinn
Media agency: Ten Alps
Media planner: Mike Higgins
Photographer: Kelvin Murray
Photographer's agency: Jo Talbot & Sue Young
Retouching: Loupe
Exposure: National poster sites, magazines


Stannah is launching a new ad campaign aimed at tackling the stigma attached to buying a stairlift.

The print campaign, by Leagas Delaney, positions the chairs as a real alternative to moving home. The 13 ads feature images of their stairlifts, alongside copy such as: "Ever heard the phrase 'home sweet nursing home'?"

The executions are also aimed at relatives. One poster reads: "There are two difficult conversations to have with your parents. One's about birds and bees, and the other's about apples and pears." The ads carry the strapline: "Stannah. The stairlift people."

Project: Warning signs
Client: Richard Smutts, European advertising and communications manager,
Brief: Promote BP's Wild Bean Cafe to travellers
Creative agency: Ogilvy Advertising
Writer: Kate Paull
Art director: Stuart Pantoll
Media agency: MindShare
Media buyer: Emily Dow
Exposure: Lorry liveries in London and the South-East


As the Wild Bean Cafe - an offering of BP Connect - continues to brand itself as roadside coffee with a touch of class, Ogilvy Advertising has created a series of lorry liveries to target consumers across London and the South-East.

As well as the usual strapline, "Gourmet, on the go", the lorries carry a humorous security warning that reads: "Attention. Drivers do not have access to the muffins."

BP aims to develop 150 franchises combining BP Connect and the Wild Bean Cafe before 2010.