The Work: New campaigns - UK

Project: Sea
Clients: Anita Robinson, brand director; Julie Bramham, Smirnoff senior
brand manager, Diageo GB
Brief: Re-establish the purity of Smirnoff
Creative agencies: JWT London, AKQA (digital)
Writers: Adam Griffin, Laura Farmer (digital)
Art director: Rob Spicer
Planners: Simon McCarthy, Dan Hill; Emily Taylor (digital)
Media agency: Carat
Media planner: Michael Rhodes
Production companies: Rattling Stick, Addiction TV (digital)
Director: Daniel Kleinman
Editor: Steve Gandolfi, Cut & Run
Post-production: Framestore CFC
Sound: Wave
Exposure: Online, cinema, national TV


JWT and AKQA have created an integrated campaign consisting of a 60-second special-effects-laden TV extravaganza and a live-action web-based game.

Designed to re-establish the purity and distilling process of Smirnoff, the concept of the TV work is to show what the sea would look like if it was as pure as the drink.

The ad begins with a man on a trawler who throws a can into the sea. He turns his back and is promptly hit by the can. As he peers into the water, more and more items break forth from the sea and hurtle shorewards.

Also, the size of the items increases, including crashed planes, sunken ships and an enormous statue. They are all dumped on dry land, leaving the sea crystal clear.

The online version uses a game that is based around a cannon, The Smirnoff Purifier, that fires debris from the sea on to the shore.

To make it more "live-action", AKQA built a hydraulic cannon and filmed it firing objects such as washing machines, bicycles and televisions into the sea.

The ad will be seeded first on the Smirnoff website ( It will then make it on to TV screens around mid-August. Viewers watching the ad online can then play the game.

Project: Ghosts
Clients: Gemma Regniez, team head, vulnerable road user publicity; Glyn
Robinson, DfT teen road-safety campaign manager
Brief: Raise awareness of teen road safety
Writers/art directors: George Sampson, Vanessa Uanseru, Anya Fitzpatrick
Planner: Alex Kisby
Media agency: Carat
Media planners: Emma Sheehan, Janet Dinger
Production company: Viacom Brand Solutions
Directors/editors: Simon Dixon, Aporva Baxi
Exposure: MTV


MTV and the Department for Transport recently ran a contest asking teenagers to submit their ideas for the next teenage road-safety campaign. More than 200 entered, and three were made into full ads that were shown on the channel. Viewers were asked to vote which ad they thought was the best. The winner was "ghosts".

It begins with a lad listening to music on headphones and walking down the street. He turns and steps into the road. In the background, a car hurtles towards him. As he looks into the street, three ghosts of children appear. As they stare at him, the lad changes his mind about crossing and the car crashes into the ghosts, which vanish.

Project: Bourne stunt simulator
Client: Sally Chapman, communications manager, Volkswagen
Brief: Part of Volkswagen's "see films differently" strategy, and its
international partnership with Universal Pictures.
Creative agency: Tribal DDB
Writer: Damian Simor
Art directors: Chris Boyd, Amanda-Sue Rope
Planner: Matt Dyke
Media agency: Tribal DDB
Media planners: Anna Rassie, Janet Winslade
Designer: Amanda-Sue Rope
Exposure: Empire, Total Film, Lovefilm, Channel 4, MSN, Yahoo!, Tiscali,
Orange, Virgin Media, AOL


For anyone who loves high-octane car chases and crashes and smashes in films, and has always fancied creating a few themselves, Tribal DDB has come up with the answer.

Backing the upcoming release of The Bourne Ultimatum, the Volkswagen-sponsored website ( allows users to design, film, edit and watch their own stunt-filled car chases in clarity and detail.

Starting in a moveable cityscape, the user can choose between a number of different cars, and follow their progress through the streets. Obstacles such as jumps, and hazardous conditions, such as rain, can be introduced to the equation. Users can then place four different types of camera around the roads to record as many angles and shots as possible.

The built-in editing suite allows the user to splice the shots into a single sequence, and add music and effects.

Project: (Excepting squirrels) you'll feel right at home
Client: Michael Greenhalgh, marketing director, MFI
Brief: Some people didn't like one of our ads, let's try another
Creative agency: M&C Saatchi
Writers: David Anderson, Dave Williams, Pete Gosselin
Art directors: Ian Brassett, Richard Connor, Jay Hunt
Planner: Bridget McCann
Media agency: ZenithOptimedia
Production company: Stink
Directors: Guy Shelmerdine, Richard Farmer
Post-production: The Moving Picture Company
Exposure: National TV


Following a series of complaints and some bad press about its recent MFI work promoting images of domestic disharmony, M&C Saatchi has overdubbed the ad, giving it a slightly different meaning.

The spot begins with a disclaimer that says: "This MFI ad has not been everyone's cup of tea. So we've made a few changes."

Similar to the first time around, the action starts with a couple in a kitchen talking to their daughter. However, now, the audio is Spanish and the subtitles explain that they are talking about a squirrel infestation.

As the ad unfolds, the daughter stomps off to her bedroom, where it becomes clear she is again, in fact, in an MFI showroom.

The final shot then says: "How was that for you?" and offers a website address ( where viewers can post their opinions.

Project: Ford S-Max
Client: Mark Simpson, European marketing manager, Ford
Brief: Promote the "S-Max your life" strategy
Creative agency: Ogilvy Advertising
Writer: Paul Diver
Art director: Alan Morrice
Planner: Peter LeBoutillier
Media agency: MindShare
Media planner: Lisa Carlisle
Production company: Rattling Stick
Director: Daniel Kleinman
Editor: Steve Gandolfi
Post-production: Framestore CFC
Exposure: National TV


In its latest work for the Ford S-Max, Ogilvy Advertising has employed the services of hundreds of birds.

The ad, based on the tagline "S-Max your life", aims to illustrate what happens when you don't make the most of your life, using the analogy of birds that don't fly. It begins with some innocuous-looking birds in a field, but then the scene changes to a road where a flock of them is waiting for the traffic to pass before they hop across.

The rest of the spot is made up of brief shots of birds in situations where they could use their wings, but don't - one shot shows a bird taking an escalator, while another shows a number of birds vainly jumping up and down to reach a bird feeder.

Client: Kevin McQuillan, global and UK advertising manager; Taryn
Walker, senior advertising executive, British Airways
Brief: Promote the speed of online check-in
Creative agency: Bartle Bogle Hegarty
Writers: Will Bingham, Victoria Daltry
Art directors: Will Bingham, Victoria Daltry
Planner: Ben Malbon
Media agency: ZenithOptimedia
Media planner: Nicola Thatcher
Photographer: Laurie Haskell
Exposure: Newspapers, weekly magazines, six- and 96-sheet posters

THE LOWDOWN is promoting its online check-in service to occasional holidaymakers with two poster ads from Bartle Bogle Hegarty.

The posters are designed to show how simple checking in from home is compared with every other aspect of planning a break. In "suitcase", the poster shows the neatly laid-out contents of someone's suitcase. The copy says: "If only packing your suitcase was as simple as checking in from home."

Project: Gold spot
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
Production company: Epoch
Director: Stacy Wall
Editor: Sam Sneade, Speade
Post-production: Glassworks
Audio Post-production: 750mph
Exposure: UK cinemas


The Orange film board is back, but this time in the Wild West, ruining the latest Val Kilmer film.

In the ad, they are filming a scene in which someone is looking for the fastest rider in town to deliver a message. Kilmer says it his him, but he "don't ride no more".

Enter the film board, which is confused as to why he doesn't just send a text - despite Kilmer's protestations that it's the 19th century.

The film board gets its way, and the search is on for the fastest texter in the West.

The ad ends with the chairman of the board saying: "Val's lost that lovin' feelin. Can someone get me Maverick on the line, or Goose ... or Cougar ... or whatever their names were."

Project: Billboards
Client: Alexandra Lewis, director of marketing and comms, Sky Networks
Brief: Movies without any interruptions
Creative agency: WCRS
Writers/art directors: Kit Dayaram, Tom Spicer
Media agency: MediaCom
Production company: Home Corp
Director: Sara Dunlop
Editor: Nik Hindson
Post-production: The Moving Picture Company
Exposure: TV, cinema


The latest campaign for Sky Movies promotes the broadcaster's decision to remove all advertising from its movie channels.

To communicate this, WCRS jetted off to Sao Paulo in the weeks after the city had banned billboard advertising. The team filmed hundreds of empty poster sites and set the result to the song Pure Imagination sung by Gene Wilder in Willy Wonka and the Chocolate Factory.

The spot ends with the line: "Because you like your movies with no interruptions, we took away the ads."

Project: Rhythm of lines
Client: Chris Hawken, brand communications manager, Audi
Brief: Extend the "rhythm of lines" strategy to the internet
Creative agency: GT
Writers/art directors: Chris Bayliss, Jim Holt
Planner: Mark Gay
Media agency: MediaCom
Media planner: Paul Kershaw
Designers: Russell Brown, Odin Gerhardt-Church, Wendy Hodgson
Exposure: Online


In an extension of Bartle Bogle Hegarty's recent "rhythm of lines" work for the Audi A5, GT has created a microsite for the brand.

Targeting the marque's key demographic of 35- to 45-year-old men, the site positions the car as a sophisticated and desirable prestige acquisition.

Building on the theme of lines, based on the contours of the car, users can use a specially created online tool that allows them to design colourscapes of lines. These can be saved and used as wallpapers or screensavers on PCs and phones.