The Work: New Campaigns - UK

Project: Persil Small & Mighty
Client: James Frost, European brand director, Unilever
Brief: Launch Persil Small & Mighty across Europe during 2007, heralding
a new innovation for the laundry category
Creative agency: Bartle Bogle Hegarty London
Writer: Matt Waller
Art director: Dave Monk
Planner: Frank Reitgassl
Media agency: MindShare
Media planners: Stephen Turner, Ben Pennells
Production company: Blink
Director: Simon Willows
Post-production: Framestore CFC
Exposure: TV in UK, France, Ireland, Greece, Spain and Portugal


Bartle Bogle Hegarty has dipped a toe into the "dirt is good" pool for the launch of Persil's biggest laundry innovation in ten years.

The brand, usually famous for maintaining whites, is now playing up its green credentials by launching Small & Mighty. The double-concentrated liquid uses around 40 per cent less packaging and 60 per cent less water than standard detergents.

To highlight this, the agency has created a tiny exploding bottle cap and a laundry-loving ghost.

In "ghost", the spook appears from a bottle top and terrorises the dirty laundry, before fleeing into the darkness. In "firework", the tiny cap, in an off-white laundry room, explodes in a cascade of bright white and coloured clothes that splash all over the screen.

The ads finish with the strapline: "Small cap, mighty results."

Project: Information revolution
Client: Sarah Bartlett, UK marketing manager, Ask.com
Brief: Break "sleep searching" habits by showing that there is another
Creative agency: Fallon
Writers/art directors: Ali Alvarez, Nicholas Randall
Planner: Tamsin Davies
Media agency: Media Planning Group
Media planner: Niki West
Production company: Blink
Director: Kalle Haglund
Post-production: The Mill
Exposure: TV, print, online, out-of-home media


Fallon is using guerrilla marketing tactics - and guerrillas - in its new strategy for Ask.com. The work is based on the premise that freedom of information is critical and that the public should break their internet "sleep searching" habits.

Using an underground resistance force called the Freedom of Information Movement, the work aims to show that the majority of the world's information is filtered through one source.

As well as eight TV ads, the campaign comprises street stunts, graffiti, interactive outdoor and T-shirts.

Project: Training to help
Clients: Mark Horgan, chief executive; Mark Evans, marketing director;
Catherine Boyd, marketing manager, The Number
Brief: Demonstrate how 118 118 helps people - with much more than just
Creative agency: WCRS
Writer: David Cornmell
Art director: Jane Briers
Planner: Simon Law
Media agencies: OMD, Naked
Media planners: Kate Bower (Naked), Cate Murden (OMD)
Production company: Hungry Man
Director: Owen Harris
Editor: Amanda Perry
Post-production: The Mill
Audio Post-production: Jungle
Exposure: National TV


Following WCRS's "118 Team" ads, the mustachioed boys are delving back into the 80s to promote their ability to "do more than numbers".

This time around, the ad is set in a top-secret gym where the boys work out. To the song Maniac from the film Flashdance, they stretch their cerebral and physical muscles so they can offer services such as train times, cinema listings, news and reviews.

The execution begins with one of the boys sitting up in bed and saying: "I love helping people 118, but let's do more", before proceeding to slide down fireman's poles and hit the gym.

As ever, they are assisted by a cast of oddballs who fill the backshot with amusing antics, such as a man in a brown sweater doing an impressive moonwalk.

Project: RSPCA responsible pet ownership
Clients: Justine Pannett, campaign project manager; David Bowles, head
of external affairs, RSPCA
Brief: Promote the changes to the Animal Welfare Act
Creative agency: Abbott Mead Vickers BBDO
Writer: Bernard Hunter
Art director: Mike Bond
Planner: Tom Johnstone
Media agency: PHD Rocket
Media planners: Mark Swansborough, Sarah Hollands
Production company: 12 foot 6
Director: 12 foot 6
Editor: 12 foot 6
Post-production: Digilab
Audio Post-production: Marmalade
Exposure: National TV


A series of black humour ads featuring sets of suffering talking dogs marks Abbott Mead Vickers BBDO's approach to its latest RSPCA campaign.

The work highlights the forthcoming changes to the Animal Welfare Act, which mean pet owners will be obliged to provide their animals with five basic rights.

It also aims to show that most cruelty comes not from abuse, but from owners not doing enough for their pets.

To give the ad a darkly contemporary feel, the agency worked with 12 foot 6, the creators of the website Dog Judo. At www.dogjudo.co.uk, two dogs, Roy and Rexley, post monthly blogs and video clips of their lives. They also love judo and usually end up fighting.

In "Omeless", two dogs, one in a tracksuit and gold chain and the other in a scruffy vest and gown, stand in a dilapidated room. The first makes sarcastic comments about his pal's living conditions. He replies that his owner doesn't have time to maintain the flat, as "the telly doesn't watch itself". The voiceover says: "Pets are more like humans than you think."

Project: As real as it gets
Client: Marshall Zelaznik, president, UK operations, Ultimate Fighting
Brief: Create a buzz around the UK launch of the Ultimate Fighting
Championship. Launch UFC in the UK as the world's leading mixed martial
arts entertainment brand
Creative agency: Cunning London
Writers/art directors: Janson Choo, Ollie Wolf
Media agency: Feather Brooksbank
Media planner: Gary Wise
Production company: Agile Films
Director: David Dao
Exposure: National TV


Cunning London has created a TV campaign to promote the UK launch of the increasingly popular mixed martial arts sport, the Ultimate Fighting Championship.

The documentary-style ad features slow-motion shots of a contender approaching the ring.

The narration explains: "It's self-preservation. I like me more than I like you."

The shots of the combatants are interspersed with savage shots of fights in action, accompanied by gentle piano music.

The ad, which forms part of a £10 million TV and online campaign, ends with the strapline: "As real as it gets."

Project: London City route launch
Client: Kevin McQuillan, UK and global advertising manager, British
Brief: Raise awareness of new routes to Zurich and Glasgow from London
Creative agency: Bartle Bogle Hegarty
Writers: Dan Hubert, Amber Casey ("clock"); Chris Felstead, Gary McNulty
Art directors: Dan Hubert, Amber Casey ("clock"), Chris Felstead, Gary
McNulty ("thistle")
Planner: Sara Tate
Media agency: ZenithOptimedia
Media planner: Matt Skeldon
Exposure: Poster sites in London and Glasgow


British Airways has launched two routes from London City airport. Passengers can now get four flights a day to Glasgow and Zurich.

Primarily targeting business people, Bartle Bogle Hegarty has created two poster executions.

In "clock", the hands on the face, pointing at three and nine, are made to look like the front of an aeroplane in flight. The usual clock manufacturer's name has been changed to show the flight information.

"Thistle" shows four pink parts of a thistle on a black background, floating away from the plant, which is widely associated with Scotland.

The executions will appear on Tube panels in London and poster sites in Glasgow.

Project: F1 ITV sponsorship idents
Client: Ian Armstrong, manager for customer communications, Honda
Brief: Promote Honda's sponsorship of F1 on ITV
Creative agency: Wieden & Kennedy London
Writer/art director: Chris Groom
Planner: Simon McCrudden
Media agency: Starcom
Media planner: Jane Oliver
Production company: Stink
Director: Ivan Zacharias
Editors: Nico Engelbrecht, Ben Tubby
Post-production: The Mill
Audio Post-production: Wave
Exposure: ITV


Wieden & Kennedy has produced a series of idents to promote Honda's sponsorship of ITV's coverage of the Formula One season.

Each ident was created using excerpts from the popular 2005 "impossible dream" commercial.

The ten-second clips feature close-ups of various Honda products. One execution opens on a close-up of an empty road. A Honda car then speeds over the top of the camera and into the distance.

Another spot opens on waves. As the shot pans out, we see that they are in fact wake created by a Honda speedboat. Each execution ends with the strapline: "F1 on ITV. Sponsored by Honda."

Project: Sony Ericsson WTA tour idents
Client: Dean Taylor, sponsorship and marketing manager, Sony Ericsson
Brief: Connect tennis fans with the things they love about the game in
six seconds
Creative agency: Dare
Writer: James Cooper
Art directors: Pavel Fernandez, Will Rose, Dangerous McNulty
Media agency: Mediaedge:cia
Exposure: Global TV


Dare has created a series of TV idents for Sony Ericsson's sponsorship of the Women's Tennis Association tour.

The six-second executions focus on aspects of tennis that fans enjoy, including: aces, the tension, the glamour and close calls. The clips use the Sony Ericsson branding based on the iconic "I (heart) New York" slogan, with the heart replaced by the Sony Ericsson logo.

In one ident, we see the letter "I" strut passed the word "glamour", as if on a red carpet, to finally form the phrase "I (logo) glamour."

Project: Thomsonfly microsite
Client: Kerry Dean, marketing manager (outbound), Thomsonfly
Brief: Engage potential long-haul travellers through the website by
creating an online environment that brings to life the rejuvenation of
Thomsonfly's cabin and services
Creative agency: DraftFCB
Writer: Johannie Liebenberg
Art director: Helen Wallace
Planner: Matthew Hunt
Designer: Gus Nwanya Aliyu
Exposure: Via the main Thomsonfly website


Thomsonfly, the budget airline, is launching a website promoting the rejuvenation of its long-haul services.

The site, designed and built by DraftFCB, showcases the improvements the travel company has made to improve conditions on its long-haul budget flights.

After an introduction explaining the features of Thomsonfly's Boeing 767 aircraft, the user is invited to click on a wheel depicting the five senses. Clicking on "touch" takes the user to an explanation of the seating improvements. The "height-o-meter" enables users to select their height and see how much legroom they would have. Other sensory sections explain the menu, created by Aldo Zilli, and the in-flight entertainment system.