The Work: New Campaigns - UK

Project: Set the stage for spring
Client: Gill Barr, marketing director, John Lewis
Brief: Inspire people to update their home by presenting the new spring
range at John Lewis
Creative agency: Lowe London
Writer: Tom Hudson
Art director: Lee Goulding
Planner: Tracey Follows
Media agency: Manning Gottlieb OMD
Media planner: Paul Knight
Production company:
Director: Gary Freedman, The Glue Society
Editor: Amanda James, Final Cut
Post-production: Seamus O'Kane, The Mill; Shiny, Lowe London
Audio post-production: Parv Thind, Wave
Exposure: TV


John Lewis has launched its first spring television advertising campaign since 2005. The campaign, created by Lowe London, showcases the new collection of spring homeware.

Set on a theatre stage, it features four performances inspired by John Lewis products. They include a yellow parasol, cushions, a chaise longue and a variety of chandeliers. Each performance is accompanied by a different musical style to complement the product.

The spot concludes with all four performers taking a bow and the line: "John Lewis. Set the stage for spring."

The campaign features one 40-second spot and four ten-second spots. It will run for four weeks, with its first slot during ITV1's Champions League coverage.

Project: Replay
Client: Timo Maassmann, global marketing manager, Sony Ericsson
Brief: Leverage Sony Ericsson's sponsorship of the Uefa Champions League
Creative agency: Iris London
Writer: Sam Bone
Art director: Jon Ellwood
Planner: Ben Essen
Media agency: n/a
Production company: Agile Films
Directors: Andy Pilkington, Chris Ennis
Editors: Andy Pilkington, Chris Ennis
Post-production: Iris London
Exposure: Viral, online, experiential, posters


Sony Ericsson's "replay" campaign from Iris pushes the brand's sponsorship of the Uefa Champions League by reinventing the playground game "wallsey", where friends take it in turns to kick a ball against a wall.

The campaign aims to promote Sony Ericsson's Cyber-shot handsets from Vodafone stores.

An action-packed viral features a football trickster kicking a ball against the wall, while imagining he's winning an intense battle of skills in front of a crowd.

The viral points users to a microsite,, where fans can find out about the game, rules and key moves, as well as discover more about the Cyber-shot range and how to capture their skills on camera. Fans can also win tickets to a party on the night of the Uefa Champions League final on 21 May.

Project: Ask us anything
Client: Mark Horgan, European chief executive, 118 118
Brief: Reposition 118 118 from "directory enquiries" to "instant
information" by telling people they can now "ask us anything"
Creative agency: WCRS
Writer: Steve Hawthorne
Art director: Katy Hopkins
Planner: Lynette Poh
Media agencies: Naked (planning), OMD (buying)
Media planners: Louise Williamson (Naked), Katy Lindemann (OMD)
Production company: HSI
Director: Simon Cole
Editor: Alaster Jordan
Post-production: HSI
Audio post-production: Glassworks
Exposure: National TV, outdoor


The campaign that started with red-and-white-clothed runners with 70s moustaches and haircuts has seen some odd developments over the years, from the 118 Team to 80s dancers. Their latest incarnation is no different.

This time, following an unfortunate electrical accident while fiddling with their PCs, the pair are turned into grey-haired boffins who repeatedly shout out random facts.

The 30-second ad, which will be followed by a number of ten-second executions, is designed to highlight the company's change in direction from a directory enquiries service to an instant information portal, where users text in any question and 118 118 sends back the answer.

Project: Young drivers
Client: Chris MacLeod, head of group marcoms, Transport for London
Brief: Reduce the number of driving offences among 17- to 25-year-olds
Creative agency: M&C Saatchi
Writer: Tom Drew
Art director: Uche Ezugwu
Planner: Rohini Pahl
Media agency: Mediaedge:cia
Media planner: Victoria Sangster
Production company: Academy Films
Director: Walter Stern
Editor: Art Jones, Speade
Post-production: The Moving Picture Company
Audio post-production: Jungle Studios
Exposure: Cinema, radio, outdoor


In the latest Transport for London ad this year, M&C Saatchi has created a 30-second execution, this time aimed at 17- to 25-year-old drivers. It focuses on the consequences of driving unlicensed, uninsured, over the speed limit or under the influence of drink or drugs.

The ad features a child in a number of situations more befitting an adult who has lost his way in life.

He is initially ignored by a group of girls as he tries to chat them up and then gets fired from his job, before using his mobile to call his mum for a lift.

As they pull up outside a pub, he shouts to his mates who just laugh at him. The endline is: "Lose your licence and you're just a kid again."

Project: Fragments
Client: Barry Skolnick, director, Sky
Brief: Convey the benefits of watching Sky in HD
Creative agency: Brothers & Sisters
Creative: Ross Parr
Post-production: UNIT
Audio post-production: 750mph
Exposure: National TV


Sky's latest ad uses footage from films, documentaries and dramas to demonstrate the visual power of high-definition television.

The ad, created by Brothers & Sisters, animates a selection of still images from footage from blockbusters including Blood Diamond and Deja Vu, as well as documentaries such as Hunter Hunted.

The film, which breaks later this year, highlights details such as the flakes kicked up by tigers fighting in the snow, and the specks of dust and shards of broken glass that fly as Leonardo DiCaprio ducks out of danger in Blood Diamond.

The ad is the latest in a series that showcases the range of content available in Sky HD.

Project: Running man
Client: Mariano Dima, executive vice president, marketing and payment
solutions, Visa Europe
Brief: Dramatise the role Visa plays in people's lives, taking the
hassle out of financial transactions of any value, making life flow
Creative agency: Saatchi & Saatchi
Writers: Dave Henderson, Richard Denney
Art directors: Richard Denney, Dave Henderson
Media agency: Mediaedge:cia
Production company: Partizan
Director: Antoine Bardou-Jacquet
Exposure: TV, viral, print, in-store


Saatchi & Saatchi's latest ad for Visa features a naked man running through the desert in a desperate bid not to miss his own wedding.

The hapless protagonist has been abandoned with nothing but his Visa card, in a stag party prank. As he runs from a salt plain through countryside and city, he uses his Visa card to buy boots, food, overalls, a ring, a suit and a haircut, before arriving at the church in the nick of time.

The endline is: "Life flows better with Visa."

The ad was directed by Antoine Bardou-Jacquet, and features music by the indie artist Whitey.

Project: Fruit fireworks
Client: Adrian Baty, senior brand manager, Tropicana
Brief: Launch the new range of Tropicana smoothies
Creative agency: DDB
Writer: Pablo Arellano
Art director: Miguel Gonzalez
Planners: Vicki Holgate, Georgina Murray-Burton
Media agency: OMD
Media planners: Angus Bannerman, Phil Berry
Production company: 2AM Films
Director: Gus Filgate
Post-production: Golden Square
Audio post-production: Wave
Exposure: National TV


DDB's new ad for Tropicana Smoothies brand features fruits exploding in a spectacular firework display.

In the ad, various fruits - from a pineapple to a pomegranate - blend and burst in the style of a firework display.

The soundtrack is a contemporary reworking of Perry Como's Catch a Falling Star. The ad ends with a pack shot showing the new range of flavours, as the voiceover says: "A spectacular blend of the finest fruit. New Tropicana Smoothies."

Project: No Added Sugar Crusha
Client: Tony Lucas, marketing director, Silver Spoon
Brief: Remind the country's kids how great No Added Sugar Crusha is
Creative agencies: Exedra Consultancy, Chick Smith Trott
Writer: Elaine Jones
Art director: Anna Goodyear
Media agency: ZenithOptimedia
Media planner: Guy Rogers
Production company: Tomboy Films
Director: Joel Veitch
Editor: Joel Veitch
Exposure: National TV, online


Silver Spoon's relaunch campaign for the No Added Sugar range of its milkshake-syrup brand, Crusha, sees the return of the punk kittens.

The animated ad, from Exedra and Chick Smith Trott, features the kittens working out in a gym, engaged in various activities from weightlifting to trampolining. As the kittens pump iron, they sing a Euro-house-inspired song, which explains that Crusha is "tough enough to make milk shake".

Project: Unmistakeably German
Client: Ian Hughes, marketing director, Citroen UK
Brief: Launch the new C5 as a quality executive saloon
Writers: Mark Hunter, Justin Hooper
Art director: Olly Caporn
Planner: Ian Hilton
Media agency: OMD
Media planner: Jonathan Mogford
Exposure: Posters


Euro RSCG's print campaign for the French car brand Citroen promotes the C5's Germanic qualities in a bid to cash in on the reliable reputation of German engineering.

Each execution carries an image of the C5, alongside some headlines that combine German words with common expressions. The first ad reads "Tres Bonn". Another poster says "A touch of Klaus", while the third carries the expression "Schmitt hot".

Each poster carries the strapline, "The new C5. Unmistakeably German (Made in France)".

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