Feature

The Work: New Campaigns: UK

ONE TO LOOK OUT FOR - YELL - EVERYDAY PEOPLE
CREDITS
Project: Everyday people
Client: Catherine Kehoe, head of marketing strategy and communication,
Yellow Pages
Brief: Make people reconnect with Yellow Pages
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: PHD
Media planners: Jonathan Fowles, Joanna Williams
Production company: Academy
Director: Nick Gordon
Editor: Rick Russell
Post-production: The Moving Picture Company
Exposure: National TV

THE LOWDOWN

Mother's brief on its first work for Yell was to reconnect people with the service - something that the company thought had been missing from previous work that was personality or character-led.

To do this, the agency decided to turn the spotlight on the people who advertise in the Yellow Pages.

In a very Mother-like ad, a touching poem called The Ode, which was written especially for the ad and read by Barry Marsh from Abbey Pest Control in Northern Ireland, backs images of everyday people going about their businesses - the businesses that fill the pages of the big yellow book.

The shots, which are all played in slow motion with the characters staring intently at the screen, range from a plasterer and a roofer to a cake-maker and a vet, who is handling a blue budgie with a broken wing. The ad ends with the line: "The people behind the numbers."

The TV work will be backed by a poster campaign that breaks across London from 26 March.

LYNX - LYNX PLAYERS
CREDITS
Project: Lynx players
Client: Lauren Gold, brand manager, Lynx Unilever
Brief: Celebrate the relaunch of the Lynx range with added "Bom chicka
wah wah"
Creative agency: Agency Republic
Writers: Nico Tatarowicz, Abe Baginsky
Art director: Richard Hale
Planner: Alistair Millen
Media agency: MindShare
Exposure: Online

THE LOWDOWN

Agency Republic has created Unilever's biggest online campaign for Lynx - and, unsurprisingly, it's full of girls.

Based on the "Bom chicka wah wah" brand strategy that was launched with the TV ads last week, the work features Kelly Brook and a bevy of busty beauties (the Lynx Mynxes) and the chance to win a holiday to Miami.

Users are instructed to form teams and register on the site. They then receive a number of challenges that they have to pass. These include a game where the player has to refrain from looking at a pair of breasts. The aim is to find the country's best "players".

The site is designed in an art deco style to represent Miami and is littered with moving and speaking images of scantily clad ladies who aid navigation around the site.

It has also been adapted to be wap accessible.

DEPARTMENT FOR TRANSPORT - MOBILES TV
CREDITS
Project: Mobiles TV
Client: Fiona Seymour, head of publicity, COI
Brief: Change behaviour by attaching a social stigma to using your
mobile phone in your car
Creative agency: Abbott Mead Vickers BBDO
Writers: Aidan McClure, Laurent Simon
Art directors: Aidan McClure, Laurent Simon
Planner: Clare Hutchinson
Media agency: Carat
Media planner: Emma Sheehan
Production company: Partizan
Director: Patrik Bergh
Editor: Joce Hoskings, Final Cut
Post-production: The Mill
Audio Post-production: Jungle Studios
Exposure: National TV

THE LOWDOWN

Abbott Mead Vickers BBDO uses shock value to highlight the dangers of talking on a mobile while driving. However, it isn't just aimed at the driver, but tries to deliver the message that people should always think before calling someone they know is driving.

The execution, filmed in split screen, shows a husband in his car talking on his mobile to his wife at home.

While the couple have a mundane conversation about putting the children to bed and cooking dinner, the man's body suddenly jolts and he goes deathly quiet. The wife hears the accident over the phone and slowly realises the tragic consequences of her actions.

The ad ends with a voiceover warning: "Think. The moment you know they are driving, kill the conversation."

NIVEA - THE GOODBYE CELLULITE CHOIR
CREDITS
Project: The Goodbye Cellulite Choir
Client: Gemma Winks, brand manager, Nivea Body
Brief: Encourage women to lighten up and realise cellulite needn't be
such a drama
Creative agency: TBWA\London
Writers: Stine Hole, Marie Ronn
Art directors: Stine Hole, Marie Ronn
Planner: Stephanie Newman
Media agency: Carat
Media planner: Roxanne Lomas
Production company: Partizan
Director: Leslie Ali
Editor: Amanda James, Final Cut
Post-production: Rushes
Audio Post-production: Nick Angell, Angell Sound
Exposure: Viral, ambient

THE LOWDOWN

Nivea, through its latest product innovation (a gel cream called Goodbye Cellulite), is celebrating women's bottoms. And to do this, TBWA has put together a cheeky 90-second viral campaign featuring a 30-strong gospel choir.

The execution begins in a church with the lead singer announcing that: "This be a dedication to the resurrection of this sweet mother lovin' ass."

The congregation then proceeds to rock the house and praise the ass, while the choir sings a song about smooth cellulite-free bums.

Lyrics include: "Our skirts are stuffed with dynamite. Sing it with me Goodbye Cellulite."

The work will be seeded on a number of websites including YouTube, Google Video and MSN Video.

MCCOY'S - MAN CRISPS
CREDITS
Project: Man crisps
Client: Helen Warren-Piper, snacks marketing director, United Biscuits
Brief: Reaffirm what McCoy's stands for: the first and best crisp
designed specifically for blokes' distinctive appetites
Creative agency: Publicis
Writers/art directors: Stuart Farquhar, Jim Saunders
Planner: Mike Wade
Media agency: Starcom
Media planners: Sam Pitt, Dan Matthews
Production company: Another Film Company
Director: Jeff Stark
Editor: Bruce Townend
Post-production: The Moving Picture Company, The Quarry
Exposure: National TV

THE LOWDOWN

McCoy's is pushing the manliness of its crisps in a £4 million marketing drive, which will be backed by a new set of very blokey ads created by Publicis.

The executions show a number of amusing instances of someone making a manly faux pas in a pub.

In "jukebox", the first to be released, a man gets nudged while making his selection and duly presses the wrong number. As the soppy Paul Anka number Puppy Love begins, the whole pub stops and stares.

As a consequence of failing to uphold his manly credentials, the unwitting perpetrator has his crisps taken from him and is whisked out of the boozer by a huge transparent tube that miraculously appears from above his head.

TRIDENT - TRIDENT LAUNCH
CREDITS
Project: Trident launch
Clients: John Phillipson, head of gum and pocket candy; Chiara Rasi
DeMel, senior innovation brand manager; Bekki Walsh, innovation brand
manager, Cadbury Trebor Bassett
Brief: Celebrate the pleasure of chewing gum
Creative agency: AKQA
Writers: Colin Byrne, Matt Longstaff, Per Nielsen
Art directors: Daniel Wright, Daniel Bonner
Media agency: AKQA
Exposure: Digital channels

THE LOWDOWN

AKQA has produced a website for Trident gum that features a video tour of a fabricated Trident factory.

From a navigation menu, the viewer can watch different sections of a satirical corporate DVD. The short film introduces the Trident director of gum, or DOG, who walks the visitor around the factory.

Other surreal features on the site include an Interactive Mastication Lobe test, which poses a series of bizarre questions and tasks.

TELETEXT - NO BLAH BLAH
CREDITS
Project: No blah blah
Client: Ash Makkar, marketing director, Teletext
Brief: Reassert the role for Teletext in people's lives
Creative agency: Clemmow Hornby Inge
Writer/art directors Alan and Sandy Cinnamond
Planner: Oli Egan
Media agency: Vizeum
Media planner: Nicola Webster
Production company: Academy
Director: Chris Dada
Editor: Dan Robinson, Cut & Run
Post-production: Absolute
Exposure: National TV, six-sheet posters, Tube car panels, press, radio

THE LOWDOWN

In light of the internet boom, Teletext is reasserting its role as the provider of simple and succinct information accessible through the TV with a bold new campaign.

The work, created by Clemmow Hornby Inge, aims to promote Teletext as a service that dispenses with all superfluous information.

The first 40-second TV spot features a variety of everyday examples of dialogue, including a boring boardroom meeting, a conflab between chat-show hosts, people yakking on mobile phones, and a politician's bluster. Incorporated into each shot is the word "blah". The ad ends with the line: "Teletext. No blah blah."

The second execution, promoting Teletext's holiday information service, shows a beach with the word "blah" repeatedly drawn in the sand. As a wave washes in, the words disappear. The spot ends with the line: "Find a holiday without the blah blah."

DEPARTMENT FOR TRANSPORT - CLIMATE CHANGE
CREDITS
Project: Climate change
Client: Helen Clark, deputy head of publicity, Department for Transport
Brief: Demonstrate the link between climate change and cars to encourage
the UK public to change their behaviour as well as their attitude in
relation to car buying and driving
Creative agency: Leo Burnett
Writers/art directors: Nick Pringle, Clark Edwards
Planner: Matt Wyatt
Media agency: MindShare
Media planner: Anthony Edwards
Typography: Lance Crozier, Rory Neighbour, Nick Pringle, Clark Edwards
Photography: Andy Pickett
Illustrators: Andy Council, Andy Smith, Passion Pictures
Exposure: National press, online, outdoor, radio

THE LOWDOWN

Rather than encouraging people to buy electric cars, the Department for Transport has launched a campaign promoting the more environmentally friendly ways of driving petrol-fuelled vehicles.

DfT's first-ever environmental ad campaign begins with press and online work that aims to rouse motorists into taking a greener approach to driving. These will be followed by TV executions in forthcoming months.

Each poster features a computer-generated image of an engine with wheels and an exhaust. The exhaust pipe emits a cloud, in which there is information on how to reduce the CO2 emissions of a car.

As well as informing drivers that "less revs means less CO2" and "pumped-up tyres mean less CO2", the posters also drive people to a website where they can get more tips on tackling climate change.

LAND ROVER - NEW 2007 DEFENDER LAUNCH
CREDITS
Project: New 2007 Defender launch
Clients: Rob Gray, Defender communications manager, Land Rover global;
Serge Sergiou, CRM and internet manager, Land Rover UK
Brief: Launch the new Defender, highlighting its significant product
changes
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: David Brown
Art director: Jo Jenkins
Planner: James Champ
Exposure: National direct mail

THE LOWDOWN

Most direct mail packs try to make it as easy as possible for recipients to access the information they contain, but Craik Jones Watson Mitchell Voelkel has taken the opposite approach in order to push the sturdy credentials of Land Rover's Defender model.

In a campaign backing the launch of the 2007 marque, the agency has created a pack that features a robust, magnetised metallic leaflet, which recipients must pull apart to open. The pack reads "More torque. More gears. More pull", and features images of the car at work.

An e-mail campaign, also created by Craik Jones, follows the same line, with the Defender pulling the headline into view.