The Work: New Campaigns - UK

Project: Hondamentalism
Client: Ian Armstrong, manager customer communications, Honda UK
Brief: Introduce Hondamentalism
Creative agency: Wieden & Kennedy
Writer: Stuart Harkness
Art director: Chris Groom
Planner: Simon McCrudden
Media agency: Starcom
Media planner: Kieran Judge
Production company: Anonymous Content, Los Angeles
Director: Dave Morrison
Editor: Robert Duffy
Post-production: The Mill, Los Angeles
Audio post-production Soundtree Music
Exposure: National TV


Garrison Keillor, whose gruff voiceover has pervaded Honda's advertising for some time, is back for this tempestuous execution, which introduces the car-maker's latest concept - "Hondamentalism".

As he says "an engineer once said, to build something great is like swimming in honey", seven engineers in lab coats start running down a darkened road in pursuit of the sparkling lights at the other end.

En-route, the plucky technicians' progress is complicated by the sudden emergence of a gale-force wind, that blows sign-posts, huge chunks of metal and other engineers towards them.

However, as the 60-second spot comes to an end, one of the white-coated runners reaches his target and stretches a hand towards the lights. As he reaches out tentatively, they turn into a red Honda badge. He has finally made it to the realisation of Hondamentalism.

The TV work will be followed by a series of print ads and a website, which was created by Wieden & Kennedy and Midas Collective, and can be found at

The overall media spend on the campaign was £3.4 million.

Project: Ruby Wax DRTV
Client: Lisa McCormack, marketing director, Virgin Media
Brief: Create DRTV campaigns to promote the latest Virgin Media offers
Creative agency: Rapier
Writers: John Townshend, Ross Newton, Liz Franklin
Art directors: Sarah Richards, Rob Ferrara
Planners: Peter Clements, Diana Courtenay-Evans
Media agency: Manning Gottlieb OMD
Media planner: Goodstuff
Production company: Hotspur & Argyle
Director: Theo Delaney
Post-production: The Mill
Exposure: National TV


Continuing on from the Uma Thurman campaign, Rapier has enlisted another famous face in its latest set of ads for Virgin Media. The four new executions, promoting the company's bundled services and Talk Anywhere home phone service, star the irrepressibly mouthy American comedian Ruby Wax.

In "talkaholics", Wax is seen inviting people to call Virgin's "talkaholic helpline" to help curtail their urge to yak. In another spot, Wax sits on a throne, playing the role of the Gossip Queen to promote Virgin's Gossip Kit.

"Cleaner" shows the flame-haired entertainer, resplendent with yellow duster, getting involved in a spot of housework to encourage viewers to "tidy up" their digital services. Finally, in "one place", Wax rushes around, demonstrating how inconvenient it is to buy broadband, phone and mobile products separately.

Project: Grow
Client: Jonathan Gatward, brand director, Britvic Robinsons
Brief: Strengthen mums' emotional connection with the brand by
positioning it as a helping hand
Creative agency: Bartle Bogle Hegarty
Writer: Wesley Hawes
Art director: Gary McCreadie
Planner: Laurence Parkes
Media agency: MindShare
Media planner: Mark Kirby
Production company: Nexus
Director: Smith & Foulkes
Exposure: National TV


Robinsons is targeting mums in its latest TV campaign. The animated execution positions the brand as the ideal drink to provide children with the hydration required for mental and physical development.

The 30-second spot, created by Bartle Bogle Hegarty, uses the metaphor of a seed germinating to emphasise how the soft drink helps children grow.

The ad opens with the seed buried in the ground. Once watered with Robinsons, it comes to life and shoots upwards. It then bursts out of the soil and grows into a flower, which sprouts a small child. All around, other flower children emerge from the ground.

The ad ends with the line: "Raise them on Robinsons."

Project: Mess with your mind
Clients: Nathan Jones, marketing manager, Home Office; Chris Neish,
senior campaign manager, Department of Health
Brief: Prevent young people from taking Class-A drugs and change
attitudes and behaviour towards cocaine
Creative agency: Profero
Writer/art director Scott Clark
Media agency: I-level
Media planner: Helen Brown
Designer: James Booth
Exposure: Online


Frank's "mess with your mind" campaign is keeping its message fresh and innovative by changing its current emphasis on low-grade drugs, such as cannabis, to stronger Class-A drugs, such as cocaine.

It aims to show how drugs don't just mess with your mind, but can leave you without friends, family, money, possessions or a life. The campaign, which targets 15- to 18-year-olds, is based on skyscraper and banner ads, which are seeded on youth-oriented websites.

In "never-ending line", the user scrolls over a rolled-up £10 note, which hoovers up a large line of cocaine. As it gathers momentum, it snorts up images of a phone, a watch and credits cards, which all disappear up the note.

In "fairy", the user has to try to catch an uncatchable fairy with their mouse. The line says: "Lucky you gave up so fast. Some people chase it for life."

Project: Orange film board
Client: Rachel Macbeth, head of advertising and design, Orange
Brief: Remind people to switch off their mobile phones in cinemas
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: n/s
Production company: Epoch
Director: Stacy Wall
Editor: Sam Sneade, Speade
Post-production: Glassworks
Audio Post-production: 750mph
Exposure: UK cinemas


Mother's latest instalment of the "Orange film board" stars the Hollywood actress Mena Suvari. The spot opens with the star, playing the character of Joan of Arc, about to be burnt at the stake.

The familiar Orange film funding board members, Mr Dresden and Elliott, interrupt filming to insist that the scene would be more conducive to mobile phone marketing if it were re-shot with Suvari wearing a cheerleading outfit similar to the one in American Beauty. The action then cuts to Suvari, tied-up again, but in a skimpy cheerleader costume, with three equally scantily clad girls running in slow-motion to her aid.

In the background, Dresden is heard to utter: "Can we make cheerleader number two's top a little tighter?"

Project: Circuit
Client: Sarah Alspach, global retail brand marketing and communications
manager, Shell
Brief: Celebrate the longevity of Shell's partnership with Ferrari
Creative agency: JWT London
Writer: Matt Collier
Art director: Wayne Robinson
Planner: Donald Kerr
Media agency: MediaCom
Media planner: James Marples
Production company: Partizan
Director: Antoine Bardou-Jacquet
Editor: Bill Smedley
Audio Post-production: Jungle
Exposure: Global


JWT has tapped into 60 years of motor-racing history in its latest ad for Shell petrol. As well as getting petrolheads revved up, the work is designed to show how Shell's 60-year partnership with the Ferrari Formula One team has improved the petrol used by the general public.

The ad is being launched across the globe, and will make its debut in corresponding countries as the F1 season unfolds. The 60-second piece shows a Ferrari F1 car powering its way around the deserted streets of five cities, including Rome, New York, Hong Kong, Rio de Janeiro and Monaco. It begins with the first-ever Ferrari F1 car, which morphs through a number of different models, until it ends up in the guise of the latest model on the forecourt of a Shell garage, where an attendant fills it full of petrol.

Project: Millimetres matter
Client: Samsung Mobile
Brief: Promote the new 5.9mm Samsung phone
Creative agency: The Viral Factory
Writer: The Viral Factory
Art director: The Viral Factory
Planner: The Viral Factory
Production company: Mad Cow Productions
Director: Richard de Aragues
Editor: Rick Waller
Post-production: Rushes
Audio Post-production: Benji Noble, The Sound House
Exposure: Online


At just 5.9 millimetres thick, the latest Samsung mobile phone is thinner than the waif-like Kate Moss.

To advertise this fact, the company has employed The Viral Factory to create a viral ad that uses insects and cream pies. Incidentally, the desserts would probably suit Ms Moss, since they are only 3.5mm in size. The sweet treats have been baked this size so they can be loaded on to a miniature catapult and launched at various members of the insect family.

The result: creepy-crawlies being bombarded by custard tarts, then the footage is played back in slow-motion, backed by a classical soundtrack.

Project: Luxury mailer
Client: Richard Payne, marketing communications manager, Mercedes-Benz
Brief: Promote the new CL-Class, the most luxurious member of the
Mercedes-Benz car range
Creative agency: Claydon Heeley
Writer: Johnny Watters
Art director: Gary Fraser
Planner: n/s
Exposure: 30,000 mail-outs to prospective and competitor car drivers


Claydon Heeley's latest direct marketing campaign for Mercedes-Benz uses luxury materials, such as leather and chrome, to encourage car connoisseurs to test-drive its latest CL-Class model.

The mail-out, which will be sent to 30,000 targeted customers, comes in a brown leather envelope to emphasise the high quality and comfort of the new model's interior. Embossed on to the front are the words: "The new CL-Class. Words cannot do it justice."

Inside the pouch, instead of a letter, there is a polished chrome plate that says: "But a number can." Under that, etched on to the chrome, is a telephone number that would-be customers can call to arrange a test-drive.

Project: Stop the Traffik
Client: Peter Stanley, strategy director, Stop the Traffik
Brief: Highlight the problem of people trafficking
Creative agency: Leagas Delaney
Writer: Ben Stilitz
Art director: Colin Booth
Planner: n/a
Production company: The Pink Film Company
Director: Michael Geoghegan
Editor: Eve Ashwell, Cut & Run
Exposure: Viral


Stop the Traffik is a global coalition of organisations working to end people trafficking.

Backing an already launched nationwide poster campaign, Leagas Delaney has created two virals that attempt to raise the issue in the public consciousness.

Seeded on the internet by Go Viral, the first film features a man in a warehouse on the phone to a supplier. He is complaining about some damaged goods and saying he wants them replaced. As he walks out to the van to give a catalogue number, it turns out his shipment is people. In the second film, a woman signs for a package for her absent next-door neighbour. The driver brings it in and it is a person, who just stands mute in the corridor. Both ads end with the line: "People shouldn't be bought and sold."