The Work: New Campaigns - UK

Project: Decisive moments
Client: David Wheldon, global director of brand and customer experience,
Brief: Continue the Vodafone call-to-action of "make the most of now",
using its sponsorship of Vodafone McLaren Mercedes as the platform
Creative agency: Bartle Bogle Hegarty
Writer: Ian Williamson
Art director: Steve Wakelam
Planner: Sarah Watson
Media agency: OMD
Media planner: Duncan Pointer
Production company: Nice Shirt Films
Director: Sean Meehan
Editor: Paul Watts, The Quarry
Post-production: Glassworks
Audio Post-production: Wave
Exposure: National TV


Vodafone brings together its sponsorship of Formula One motor-racing with its continuing brand proposition of "making the most of now" in a new TV campaign by Bartle Bogle Hegarty.

The 60-second ad features Britain's F1 prodigy Lewis Hamilton behind the wheel of his McLaren.

The action opens on Hamilton racing around a track, before he appears to take his car off course, through the narrow, winding streets of a city and into a railway station.

It then cuts to a man embracing his loved one on the platform, and we realise that it was he, and not Hamilton, charging around town in order to be with his sweetheart.

The voiceover, by Dame Judi Dench, emphasises that we need to make the most of the small moments in life.

She explains: "Life is full of chances, turning points, opportunities. They may only last for a moment, but their effects last a lifetime. One second can change everything."

Project: Spring collection
Client: Sarah Hawkins, head of marketing, womenswear and children, Marks
& Spencer
Brief: Announce to the nation's women that the Marks & Spencer spring
collection is in-store
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Graeme Cook
Art director: Stuart Elkins
Planner: Lucy Howard
Media agency: Walker Media
Media planner: Katherine Baker
Production company: Knucklehead
Director: Joe Roman
Editor: Tim Thornton-Allan, Marshall Street Editors
Exposure: TV


In line with the nautical styles currently in fashion, Rainey Kelly Cambell Roalfe/Y&R has set its latest campaign for Marks & Spencer's spring womenswear collection on the beach.

It sees the familiar faces of Twiggy, Erin O'Connor, Elizabeth Jagger, Myleene Klass and Noemie Lenoir frolicking on the sand and around beach huts in various states of undress.

The ad, set to the Erika Eigen song I Want to Marry a Lighthouse Keeper, ends with the girls on top of a lighthouse looking out to sea.

Project: Affair
Client: Paula Withell, brand marketing manager, Tesco
Brief: Surprise consumers with the sheer variety and quality of items
available from Tesco Direct
Creative agency: The Red Brick Road
Writer: Sam Cartmell
Art director: Jason Lawes
Planner: Paul Hackett
Media agency: Initiative
Media planner: Simon Kennett
Production company: Stink
Director: Neil Harris
Editor: John Mayes, Marshall Street Editors
Post-production: Framestore CFC
Audio Post-production: Jungle
Exposure: TV


The latest ad for Tesco Direct uses over-the-top product placement to highlight the range of products available in its catalogue.

The 50-second TV ad, created by The Red Brick Road, features Martin Clunes and Fay Ripley at home arguing after Clunes confesses to having an affair.

Throughout their argument, the couple make overt references to a number of household appliances, which the camera then zooms in on. For example, as Clunes prepares to reveal his indiscretion, he says: "You'd better sit down on the luxurious chenille two-seater sofa."

The ad ends with Clunes leaving for "Mildred up the road" and a cheesy voiceover explaining: "You have been watching a commercial made entirely from products available at Tesco Direct."

Project: Boy and dog
Client: Jocelyn McNulty, director, UK biscuits, Kraft Foods
Brief: Announce the arrival of Oreos and communicate the "twist, lick,
dunk" ritual
Creative agency: DraftFCB
Writer: Brian Riley
Art director: Matt Lee
Planner: Matt Hunt
Media agency: Starcom MediaVest
Media planner: Jonathan Greenfield
Production company: Tantrum
Director: Stephen Campbell
Post-production: Williams Editing
Audio Post-production: Williams Editing
Exposure: TV, outdoor (48-sheet and six-sheet bus-sides), press


DraftFCB has created the first UK ad campaign for the American biscuit brand Oreo.

The TV spot features a small boy explaining to his dog his unusual method for eating an Oreo.

The boy takes the dog through his "twist it, lick it, dunk it" ritual, before explaining that his companion isn't actually allowed to eat biscuits. He soon finds the solution to this problem and eat the dog's share.

The 30-second ad ends with the line: "Only Oreo."

Project: Roddy
Client: John Cullinan, brand communications manager, Bupa
Brief: Target cinema audiences and the self-employed in a fun and
engaging way
Creative agency: WCRS
Writer: Jo Moore
Art director: Simon Robinson
Planners: Jo Reid, Liz Wolstenholme
Media agency: MediaVest
Media planner: n/s
Production company: Studio AKA
Director: Grant Orchard
Designer: Anthony Burrill
Post-production: Studio AKA
Exposure: Cinema


Bupa's shape characters are back in a new cinema spot from WCRS that seeks to promote the health service as a hassle-free option for the self-employed who are short on time.

The 30-second animated ad features a red circle called Roddy, who is a self-employed stuntman. The ad explains that, during his busy filming schedule, it was difficult to find time to see a doctor about his hernia. However, the ad explains, because he was with Bupa, Roddy was able to have his operation done quickly, so he could get back on set in time to film Jungle Man 3.

The ad ends with the strapline: "Helping self-employed people feel better."

Project: Free Kipper books with Fairy
Client: Procter & Gamble
Brief: n/s
Creative agency: Leo Burnett
Writer: Chris Birch
Art director: Caroline Rawlings
Planners: Becky Barry, Owen Dowling
Media agency: ZenithOptimedia
Media planner: Laura Davey
Production company: Hibbert Ralph Animation
Director: Jerry Hibbert
Editor: Hibbert Ralph Animation
Post-production: Hibbert Ralph Animation
Exposure: National TV


Fairy has enlisted the children's book character Kipper the Dog to promote its non-bio fabric softener in its latest TV spot.

The ad, created by Leo Burnett, shows Kipper and his friend discussing the fact that Fairy is offering free Kipper books with packs of its fabric softener.

Unfortunately, neither Kipper nor his friend understands what a Kipper book or fabric softener actually is, but hopefully the mums and dads will.

Project: Make the difference
Client: Ranjit Randhawa, senior brand manager, Sainsbury's
Brief: Develop a mailing to support the "Make the difference" campaign
that has promoted Fairtrade, Sport Relief and Active Kids
Creative agency: Tullo Marshall Warren
Writer: Adena Graham
Art director: George Bell
Designer: Ricky Patel
Exposure: DM


Tullo Marshall Warren has created a direct marketing campaign for Sainsbury's that promotes its "Make the difference" campaign aimed at encouraging its customers to do their bit for worthy causes.

The pack takes the form of a cheque-book. The cheques raise awareness of Sainsbury's association with the Fairtrade Foundation, Sport Relief and the Active Kids scheme by carrying pledges such as: "I [blank] promise to buy you [blank] a pair of Sport Relief socks" and "I [blank] promise to throw you [blank] a Fairtrade tea party with Red Label tea and biscuits." Customers can personalise the cheques by filling in the blanks with the names of friends or family members.

Project: RAF ICT specialist
Clients: David Ogden, marketing manager, RAF; Emma Cowan, digital
marketing manager, COI
Brief: Generate interest in the ICT (information, communications and
technology) specialist's role by doing something that proves the RAF is
capable of walking the walk when it comes to digital technology
Creative agency: Lean Mean Fighting Machine
Writers: Dave Bedwood, Sam Ball
Art directors: Dave Bedwood, Sam Ball
Planner: Tom Bazeley
Media agency: I-level
Designer: Mark Beacock
Programmers Dave Cox, Ryan Wild, Wai Tai Li
Exposure: Online


Lean Mean Fighting Machine has created an online campaign to promote the role of ICT specialists in the Royal Air Force.

The campaign comprises online advertising and a microsite that allows users to configure a micro unmanned aerial vehicle - in other words, a remote-control helicopter - and deploy it on a reconnaissance mission to RAF Brize Norton.

In order to complete the 13-day mission, users are sent information to decipher - including videos and photos - and they are also asked if they would like to receive information on the ICT specialist's role.

Project: Make yourself at home Manchester
Client: Lucy Engwell, UK head of marketing, visual and PR, Habitat UK
Brief: Alert the people of Manchester to the opening of a new Habitat
flagship store
Creative agency: WDMP
Writer: Ben Stump
Art director: Simon Findlater
Media agency: MGO
Media planner: MGO
Designer: Mia Muller
Photographer: Liam Kennedy
Retouching: Stanley's Post
Exposure: 96-sheet, 48-sheet, DM, in-store


WDMP has created a print campaign for Habitat that promotes the opening of its Manchester flagship store.

The campaign takes products from Habitat's range and places them in incongruous settings in and around the city of Manchester.

One image shows a brightly coloured hammock in an empty, paved square, while another shows a striped armchair on top of a hill overlooking the city.

The images are accompanied by the strapline "Make yourself at home Manchester", in a bid to position Habitat as the ideal place for Mancunians to find their home furnishings.