The Work: New campaigns - UK

Project: Bom chicka wah wah
Client: Russell Taylor, global marketing director, Lynx
Brief: Communicate that Lynx has upgraded its fragrances and packaging
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Rosie Arnold, Matt Kemsley, Kevin Stark, Nick
Kidney, Caprice Yu, Tim Geoghegan
Planner: Jonathan Bottomley
Media agency: MindShare
Production company: The Directors Bureau
Director: Mike Maguire
Editor: Gavin Cutler
Post-production: Schmigital
Audio Post-production: Sound Lounge
Exposure: National TV


According to Bartle Bogle Hegarty, there is a new way for girls to tell their dream man (or some lucky fellow who happens to be wearing Lynx) that they want to be rude with him. The phrase is: "Bom chicka wah wah" and, apparently, it will be said to you everywhere, from the dentist to a supermarket, if you're wearing Lynx.

That said, according to BBH, the phrase, which the agency is hoping will become part of the British lexicon, is a unisex phrase and can also be used by men to vocalise their lusty attractions to a member of the fairer sex.

In total, five 20-second ads will promote the company's new and improved fragrances, where women in totally ordinary, non-sexual situations act in extraordinarily sexual ways.

In "supermarket", a man is working by the fruit section when a woman who is pushing another man in a wheelchair walks past.

As she catches a whiff of Lynx, she pushes the wheelchair-bound chap away and suggestively struts catlike in the direction of the guy who is working in the fruit section, while saying: "Bom chicka wah wah."

In "dentist", a woman who is about to have some work done tries to say "Bom chicka wah wah" through her cotton ball padding. She ends up spitting all the cotton balls out saying the phrase, then refills her mouth.

Project: Social care
Clients: Fiona Samson, head of campaigns, Gaynor Dewsnap, team manager,
Department of Health; Yvonne Ridley, account director, COI
Brief: Drive recruitment of social care workers
Creative agency: Lowe London
Writer: Patrick McClelland
Art director: Simon Morris
Planners: Rebecca Morgan, Nick Hirst
Media agency: Experience
Media planner: David Reid
Production company: HLA
Director: Simon Ratigan
Editor: Tim Fulford
Post-production: Rushes
Audio Post-production: 750mph
Exposure: National TV, press, radio


Lowe has cast three real-life pairings of social workers and their assigned partners in this new social care recruitment campaign for the Department of Health. Set to a Louis Armstrong soundtrack, three executions aim to highlight the rewarding nature of a career in social care.

One execution stars an autistic boy, Tunde, and his worker, Peter, who takes Tunde to his first day in a new job. Another ad stars a wheelchair skateboarder called Shaho and his carer, Louise, who watches him perform stunts in a skatepark. A third ad features an elderly lady called Joyce, who is cared for by Helen, who helps her partner to dress herself.

The ads use the line: "For a job that adds up to more", and end with the strapline: "1 + 1 = 3."

Project: Watercooler
Client: Henrik Aargaard-Bustrup, European advertising manager, Xerox
Brief: Raise awareness of the Xerox colour multi-function products
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Robert Messeter, Smollensky & Blake
Art directors: Mike Crowe, Smollensky & Blake
Planner: Jon Tipple
Media agency: Mediaedge:cia
Media planners: Peter Colvin, Richard Astley
Production company: Hungry Man
Director: Owen Harris
Editor: Kate Owen
Post-production: The Mill
Audio Post-production: Andrew Ebel, Spirit Studios
Exposure: Online


Xerox, a company usually associated with print, has put out its first-ever viral ad campaign. It is a business-to-business ad, targeted solely at IT professionals.

Backed by print and radio, the strategy behind the work is "extreme offices". It highlights some of the more ridiculous ways senior management try to make their businesses more productive.

The "watercooler" viral starts with a man delivering water bottles to a company called LBY Systems. As he does so, a man in a lab coat pours white powder into the water. The action cuts to the owner of the company explaining how sales, profits and efficiency are up.

As he explains the company ethos, there are comedy shots of the office workers becoming hectic and erratic as it emerges drugs are being put into the water. It ends with the boss talking about retaining control while the office erupts into a mini-riot.

Project: Dreams
Client: Paul Harvey, marketing manager, HP Sauce
Brief: Restate HP's relevance to young people and remind them of the
connection that HP has with a cooked breakfast and the precious freedom
of the weekend
Creative agency: Beattie McGuinness Bungay
Writer: Paul Burke
Art director: Bil Bungay
Planner: Alix Critchley
Media agency: Vizeum
Media planner: Tony Sumner
Production company: Infinity Productions
Director: Simon Burrill
Editor: Gareth McEwen
Post-production: Rushes
Audio Post-production: 750mph
Exposure: National TV


The giddy sense of elation at waking up on a Saturday morning and realising you are free from the shackles of work for two whole days is the inspiration behind the latest HP Sauce TV work.

Beattie McGuinness Bungay has linked this feeling to HP through the humble bacon butty, because this is how many people will start their Saturday.

The execution begins with a man waking up to the wonderfully tantalising smell of bacon cooking.

In a hazy dream-like state, he imagines the perfect bacon sarnie as bottles of HP Sauce bounce past and newspaper-sized eggs and enormous rashers of sizzling bacon come together to make said sandwich.

However, the dream turns into a nightmare when he wakes up and his cheeky imp of a girlfriend has only gone and pinched his dream sandwich.

Project: Bupa World
Client: David Grint, brand and planning director, Bupa
Brief: Promote the new "Bupa World" strategy
Creative agency: WCRS
Writer: Jo Moore
Art director: Simon Robinson
Planner: Jo Reid
Media agency: Starcom
Media planner: n/s
Production company: Studio AKA
Director: Grant Orchard
Post-production: Studio AKA
Audio Post-production: Angell Sound
Exposure: TV, press, outdoor


A pink animated ball in a colourful world is the main character in WCRS's latest work for Bupa, which is part of a new campaign strategy called "Bupa World".

In this execution, the pink ball, named Sue, is mowing her lawn when she feels her knee go.

She goes to see a Bupa doctor who informs her it's the result of a chipped cartilage. She then gets the full five-star Bupa service and is back whizzing around her garden in no time.

The initial spot will run for seven weeks, with three further executions following it over the course of the next year. The launch on 15 March will be preceded by national press teasers from 11 March.

Project: Climate changed
Client: Jeff Dale, marketing director, Christian Aid
Brief: Put a human face on climate change, and make people understand
that it is causing death and devastation to billions of the world's
poorest people. Also, offer inspiration as to what people can do to help
Creative agency: Shop
Writers: Sean Doyle, John Long
Art directors: Tom Ewart, Matt Gay
Planner: Anna Tetlow
Media agency: John Ayling & Associates
Media planner: Suzanna Balchin
Photography Getty Images (press ads only)
Illustrator: Paul Knowles
Exposure: Press, posters, direct mail


Christian Aid is launching a print campaign aimed at informing people in the workplace about the effects of climate change.

The press, posters, postcards and stickers, created by Shop, aim to inform people how climate change is impacting on developing countries.

The poster shows a black map of Africa in the shape of a footprint. On the left-hand side, there are images accompanied by text giving factual information about climate change and different ways in which we can reduce our carbon footprint at work. A strapline reads: "Climate changed. Let's get to work." The execution also drives people to a website,

The postcards and stickers show similar street-sign style images in bright colours and carry information such as: "In the last decade, natural disasters have trebled compared to the 1970s."

The campaign launches in mid-March with pull-out wall posters in The Independent and The Guardian.

Project: New mortgage proposition
Client: Alison Longbottom, head of marketing communications, Bradford &
Brief: Launch the new mortgage range
Creative agency: BJL Group
Writer: Marcus Leigh
Art director: Chris Gaffey
Media agency: MediaCom
Media planner: n/s
Production company: Ground Glass
Director: Chris Gaffey
Editor: Dan Robinson
Post-production: Smoke & Mirrors
Audio Post-production: Daniel Pemberton
Exposure: National TV


Bradford & Bingley is hitting TV screens for the first time in five years with a campaign to promote its new mortgages, which are aimed at niche markets such as the self-employed, first-time buyers and buy-to-let buyers.

BJL has created four ads, retaining the bowler-hatted personification of Messrs Bradford and Bingley, but, in a twist for the new millennium, the two men are played by a young woman. Each ad shows the hopes and dreams of commuters in a busy train station in a cloud of words, which are then blown away.

This is observed by the woman, who then shows viewers their dreams needn't be lost if they ask Bradford & Bingley about one of its specialist mortgages.

Government figures published last month showed that the average house price in the UK has passed £200,000.

Project: Thick 'n' thin
Client: Simon Wallis, director of retail marketing
Brief: Demonstrate that you can now get the best of both worlds with
Pizza Hut's new thick 'n' thin pizza
Creative agency: Wieden & Kennedy
Writers/art directors: Dan Norris, Ray Shaughnessy
Planner: Stuart Smith
Media agency: Starcom
Production companies: Therapy, Itch
Directors: Simon Levene, Charlie Paul
Exposure: National TV


The latest spot for Pizza Hut promotes its new thick 'n' thin pizza, one that is half thin crust and half deep pan.

It opens with a woman yakking on the phone while her man flits through a menu. "We'd like it all, wouldn't we?" the voiceover says. "A handsome woman who believes in you time. Or a manly man who is as soft as a kitten."

Both are served the thick 'n' thin pizza replete with their own choice of favourite toppings. "Tuck in honey-bunnies and feed your love on the best of both," it adds. Their relationship, it appears, is resolved.

Project: Radio Times coasters
Client: Paul Cumiskey, marketing executive, Radio Times
Brief: Celebrate Radio Times readers in a humorous and uplifting way
Creative agency: DS-J
Writer: Paul Snoxell
Art director: Andy Todd
Planner: Richard Dunn
Exposure: Direct mail


Radio Times is targeting 200,000 potential subscribers in a mailout that attempts to dispel the notion that it is a bit of a dull read.

DS-J has created a mailing pack that features four drinks coasters with messages such as "kindly refrain from making obscene slurping noises, thank you" and: "I refuse to be bored, chiefly because I'm not boring." The flipside of the coasters contain a blurb on the benefits of reading the Radio Times.

There is also a personalised letter to the recipient and some discount vouchers that can be redeemed against issues of the Radio Times. The most recent ABC figures showed that its circulation fell by 1.1 per cent in 2006, with its average sales at 1,082,338.

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