The Work: New campaigns - UK

Project: Burst
Clients: Bastien Schupp, marketing communications general manager,
Nissan Europe; Jean-Pierre Diernaz, advertising and media manager,
Nissan Europe
Brief: Reinforce the fact that the Nissan Note is spacious for a compact
Creative agency: TBWA\G1
Writer: Benoit Taroux
Art director: Philipe Leroux
Planner: Melanie Huggins
Media agency: Manning Gottlieb OMD
Media planner: Claire Marker
Production company: Paranoid
Director: Blue Source
Editor: Mikos
Photographer: Sven Glage
Exposure: TV, print


The latest Nissan ad features a host of cars with luggage exploding out of them because they've been overloaded. However, one man is smugly able to get everything into his car ... and with room to spare.

TBWA\G1's latest work for Nissan is designed to promote the family car, the Nissan Note, and, more specifically, the vehicle's increased space thanks to its 13 separate storage compartments.

The ad begins with a red-faced, rather flustered man forcing a final piece of luggage into his car. As he attempts to shut the boot, the roof panel buckles, the doors creak and groan and everything explodes out of the car. Gear lands in the street, the garden and the next door neighbour's swimming pool.

This happens to a variety of owners and their cars in the neighbourhood, while a man who owns the Nissan is easily able to pack his car and drive off on holiday.

Project: Meateor
Client: Robin Auld, sales and marketing director, Domino's Pizza
Brief: Dramatise the launch of the Meateor and build on the awareness of
Domino's advertising characters, John and Bernard, who have appeared in
other campaigns. Differentiate the Meateor from other pizzas available
Creative agency: Team Saatchi
Writer: John Williams
Art director: Gary Howe
Planner: Derick Walker
Media agency: BLM
Media planner: BLM
Production company: Vermilion Films
Director: Bill Scarlet
Editor: Dan Chambers
Post-production/audio post-production: Triangle Television
Exposure: Terrestrial TV (Channel 4, five), selected Sky channels


Team Saatchi has done the world a favour after killing off Big Brother 7's Nikki Grahame, by firing a pizza box at her.

Domino's is promoting the launch of its Meateor pizza, which is a combination of meaty toppings (sausage, meatballs, smoky bacon) and a light barbecue sauce.

In the 40-second viral film, which is linked to a web-based game and competition, John and Bernard, the pizza-scoffing couch potatoes from a previous Domino's ad, are again sitting on their favourite lounge accessory, the sofa, and doing their favourite thing, watching telly. However, this time around, they are joined by the annoying chatterbox Grahame, who bores them senseless with her inane noise.

John jumps up and orders a Meateor pizza, which comes pelting down from the sky, just like a meteor, and crashes through the roof killing Grahame. The film will also be cut into a 30-second TV ad.

Project: Yop, skip and jump
Client: Gerry Roads, marketing director, Yoplait
Brief: Promote the benefits Yop gives to bones
Creative agency: McCann Erickson
Writer: Jerry Gallaher
Art director: Clive Yaxley
Planner: Michael Chapman
Media agency: John Ayling Associates
Media planner: Richard Temple
Production company: Therapy
Director: Sean De Sparengo
Editor: Cyril Metzger
Post-production: The Moving Picture Company
Audio Post-production: Wave Studios
Exposure: National TV


A skeletal fitness freak is the main character in the latest execution by McCann Erickson for the drinking yoghurt Yop. The 30-second TV spot for the brand, which is owned by Yoplait, promotes the fact that one 250ml glass of Yop will give a teenager 37 per cent of their recommended daily allowance of calcium.

The execution, which is shot to make it look like an x-ray, where the bones of the main character glow with a bright yellow resonance against a dark background, is called "Yop, skip and jump". It begins with a bottle of Yop sitting in a fridge. The "skeleton" then reaches into a fridge, removes a bottle of Yop, takes a long slurp, then rides a skateboard, bounces around on a pogo stick, frolics on a trampoline, and finally heads a football.

Project: Slice of life
Client: Brian Robinson, chief executive, Allied Bakeries
Brief: Relaunch Kingsmill as a brand that creates the "classic bread
moments" that have a knack of bringing the family together
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art director: Simon Briscoe
Planner: Howard Miller
Media agency: ZenithOptimedia
Media planner: Jenny Davidson
Production company: Tomboy Films
Director: Kirk Jones
Editor: Greg Willcox
Post-production: The Moving Picture Company
Audio Post-production: The Jungle Studios
Exposure: National TV


Kingsmill is piling £14 million into a relaunch, and to back this up, M&C Saatchi has produced a 60-second feelgood ad based around "family values".

The concept behind the campaign is to show how Kingsmill creates classic moments that bring families together. The ad is full of different family scenes, where the bread plays an integral role in the action.

In the first shot, a mother hands her baby a slice of bread, which the greedy little so-and-so devours in one go. Another shot shows a cheeky young scamp stealing a sandwich off of his dozing granny's plate, while a "salad-hating" boy, who resents his sandwich being polluted by lettuce, slips the offending green stuff into his sister's hood.

Project: Dangerous liaison
Client: Colin Clarke, European communications director, Levi's
Brief: Re-express the credentials of Levi's as the original jean, while
showcasing new seasonal products
Creative agency: Bartle Bogle Hegarty
Writers: Dean Wei, Steve Wakelam
Art directors: Dean Wei, Steve Wakelam
Planner: Patricia MacDonald
Media agency: Starcom
Media planner: Hugh Semple
Production company: Rattling Stick
Director: Ringan Ledwidge
Editor: Richard Orrick
Post-production: The Mill
Audio Post-production: Wave Recording Studios
Exposure: National TV


Lust and jeans through the ages is the premise of the latest Bartle Bogle Hegarty work for Levi's. The ad is designed to promote the company's 2007 collection, while also showcasing the jeans brand's classic heritage and how its style has developed over the years.

The spot begins in the 19th century, with a sexy blonde waiting for her man to arrive. As he does, he barges in and engages her in a passionate embrace.

As they strip each other's clothes off, successive generations of Levi's outfits are revealed. As the styles change, so too do the haircuts.

Eventually, the 2007 collection is unveiled, and the girl realises that the man is otherwise naked. They then both take off their tops and the action ends (or begins).

In the UK, it will be initially launched with a viral, which will then be aired as a TV ad at a later date.

Project: Rugby Six Nations
Client: Emma Frazer, senior brand communications manager, Telegraph
Media Group
Brief: Raise awareness of how The Daily Telegraph is packed full of
world-class rugby opinion
Creative agency: Clemmow Hornby Inge
Writer: Angus Wardlaw
Art director: Alexei Berwitz
Planners: Ben Southgate, Katherine Dulley
Media agency: Universal McCann Interactive
Media planners: Charlie Newbery, Richard Stanton
Photographer: Spiros Politis
Exposure: 48-sheets, washroom panels, online


The RBS Six Nations rugby union tournament is now well underway, and The Daily Telegraph has signed a star-studded alumni of former players to pen their thoughts and insights on the games.

To showcase this list of stars, Clemmow Hornby Inge has created three print ads, featuring the ex-England players Will Greenwood and Brian Moore and the former Ireland hooker Keith Wood.

A headshot of each writer has been stretched into the shape of a rugby ball, ensuring that Moore and Wood - who are both bald - look more like scientific egg-heads than rugby-playing meat-heads.

The strapline reads: "We've got rugby's finest minds."

Project: Smoking ban
Client: COI
Brief: Publicise new legislation banning smoking in enclosed public
Creative agency: Golley Slater
Writer: Phil Hickes
Art directors: Martin Bush, Michelle Pope
Planners: Francesca Sellers, Esther Garland
Media agency: PHD
Production company: Mustard
Director: COI
Editor: Tom Lindsay, Metropolis
Post-production: Framestore CFC
Audio Post-production: 750mph
Exposure: TV, radio, press, print, ambient, direct marketing


Proposed smoking bans in public places is one topic guaranteed to polarise people's views.

On 2 April, the ban will take effect in Wales, and to announce its arrival, Golley Slater has produced two 30-second TV spots called "opinions".

Both executions show smokers and non-smokers making the same statements on the issue, such as: "I pay taxes, I have rights," but, by doing so, expressing different points of view. Acknowledging the fact that opinion is divided, the ad closes with one unarguable fact: "Second-hand smoke kills. The new ban won't."

Following smoking bans in Wales, Scotland and the Republic of Ireland, it will come into effect in England on 1 July. Implementing the ban has cost an estimated £50 million.

Project: It's a wonderful life
Client: Julia Bowe, marketing director, Harvey Nichols
Brief: Position Harvey Nichols as the ultimate fashion store
Creative agency: DDB London
Writer: Joanna Wenley
Art director: Grant Parker
Planner: Elisa Edmonds
Media agency: Rocket
Media planner: PHD
Photographers: Chris Craymer, Wayne Parker, Beate Sonnenberg
Retouching: Mark Doherty
Exposure: Fashion monthlies and supplements


Three new Harvey Nichols ads focus on the subconscious motivation of its shoppers, with a series of photographs showing the benefits of luxury shopping.

"Womenswear" uses a graph. Up the vertical axis are different shoes, ranging from loafers to high-end heels. The horizontal axis ranges from an overweight male to a perfectly sculpted torso. The X-Y relationship speaks for itself. "Menswear" plots two different paths in life. One man, equipped with a stunning black leather Harvey Nics shoe, lives a life of glamour. The other, settling for an unfashionable brown pair, plods a mediocre path in life.

"Beauty" shows photos of cakes, each with a different number of candles burning. However, the birthday girl does not age, even as the number of candles increase.

Project: Out and about
Client: Charlotte Tams, direct marketing manager, The National Trust
Brief: Acquire new members for The National Trust
Creative agency: Maher Bird Associates
Writer: Sarah Pilkington
Art director: David Read
Planner: Richard Longworth
Exposure: Direct mail


Maher Bird Associates' latest direct marketing campaign for The National Trust is based on the results of a segmentation study, which identified particular groups of people the Trust attracts.

In this instance, the pack is aimed at a section of the public called "out and about".

They are characterised by their spontaneity, sociability and an appreciation of interesting places to meet.

In an attempt to play to these characteristics, the pack includes a wheel fixed to the front of a leaflet, which, when spun, lands on various potential meeting places, such as a regency home or a Victorian pub.

It also highlights a number of extra benefits that membership of the Trust provides.

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