The Work: New campaigns - UK

Project: Get some nuts
Client: Rankin Carroll, European marketing director, Snickers
Brief: Bring back Mr T for a second instalment
Creative agency: Abbott Mead Vickers BBDO
Writer: Mike Sutherland
Art director: Antony Nelson
Planner: Alex Lewis
Media agency: MediaCom
Media planner: Jo Higginson
Production company: Therapy Films
Director: Guy Manwaring
Editor: Mark Edinoff, The Quarry
Post-production: The Mill
Audio Post-production: Wave Studios
Exposure: National TV, internet


After a triumphant return to our screens last year, Mr T is back - and you'd better get some nuts, because this time he's bringing pain.

The campaign started with a ten-second online teaser ad (also shown in cinemas), which sees an A-team-style montage where T is seen constructing a device, which turns out to be a huge, home-made gun.

After his trademark growl, he announces that the ad will be shown on 13 July during Big Brother, and that he's coming to get you.

The main spot, called "speedwalker", begins with an effeminate man in little yellow shorts speed-walking down a road. Out of nowhere, a jeep, with Mr T on the back, explodes out of the side of a house and pulls out alongside him.

Mr T proceeds to tell him that he's a "disgrace to the male race", before firing a barrage of Snickers at him from the home-made weapon. He certainly has no pity for the fool.

The campaign will be backed by a widget that allows users to add some bling, a beard and a Mohawk on pictures so that they can "T up" their images on social networking sites.

Project: Together we can do more
Clients: Justin Billingsley, brand marketing director; Rachel Macbeth,
head of advertising and design, Orange UK
Brief: Illustrate Orange's new vision that together we can do more
Creative agency: Fallon
Writer: Lawrence Seftel
Art director: Dave Day
Planner: Tim Millar
Media agency: Initiative
Media planner: Sean Pattison
Production company: Independent
Director: Noam Murro
Editor: Russell Icke
Post-production: Framestore Audio post-production Grand Central
Exposure: UK TV, press, poster, online


In a departure from its recent inflatable animal TV work, Fallon has created a campaign for Orange focusing on all the people who influence who we are.

The TV campaign, which comprises 60-, 40-, 30- and 20-second spots, features the various people that have influenced one man. His voiceover explains: "I am my mum and my sister; I am my best friend Mike, who I've known since school." He continues to list all the people that make up "who he is", including "all the girls he's ever kissed", "the teacher who failed him in school" and "every one of his friends".

The ad, which ends with the line "I am who I am because of everyone", is supported by press and posters.

The campaign also comprises the website, created by Poke, which appears as the top sponsored search result on Google when users search "I am".

Project: Desktop Keeley
Client: Ben Hughes, head of digital, News Group Newspapers
Brief: Reach out to online audiences and create awareness of and the content it offers
Creative agency: glue London
Writer: Lewis Raven
Art director: Adam King
Planner: Jonny Spindler
Media agency: i-Level
Media planner: Matt Mint
Designer: Victoria Woode
Exposure: Circa six million (across all owned or free media


Glue London is targeting the page three-reading consumer in its latest digital campaign for The Sun.

The campaign, featuring the tabloid paper's most popular page three girl, Keeley Hazell, allows users to download a desktop application from that showcases Keeley's "assets", as well as driving users online to The Sun's news site.

The application comprises a video animation of Keeley walking across the user's desktop, striking various poses and delivering daily news from The Sun Online.

An icon in the corner of the screen allows the users to set the animation at their desired frequency.

Project: Ask us anything
Client: 118 118
Brief: Demonstrate that 118 118 now provides more than just numbers and
can answer any question
Creative agency: WCRS
Writer: Lee Boulton
Art director: Steve Yorke
Planner: Lynette Poh
Media agencies: Naked, OMD
Production company: Igloo
Directors: Lee Boulton, Steve Yorke
Editor: Shaun Dyos
Exposure: Digital escalator panels in London's Tube and train stations


In a continuation of the on-going TV campaign designed to highlight 118 118's evolution from a numbers service to a questions-answered service, WCRS has created six digital escalator panels.

Each one shows a question, and one of the 118 118 boys, resplendent with boffin-like grey hair and lab coat - along with the signature 'taches - acting out the question. In "mime", the question is "Who invented mime?", as one of the lads appears, complete with white gloves and face paint, to perform a mime. In "love", the question is "Can you fall in love at first sight?", while he lovingly stares out of the panel with his hand on his heart.

Project: Designed for comfort
Client: Lil-lets
Brief: Promote the Lil-lets range of feminine hygiene products
Creative agency: Big Communications
Writer: Craig Buzzel
Art director: Richard Davis
Planner: Kelly Raida
Media agency: Mediaedge:cia
Production company: th1ng
Director: Yoav Segal
Editor: Danny Atkinson
Post-production: th1ng
Exposure: TV


After a five-year absence from television advertising, Lil-lets is promoting its female sanitary ware in an animated TV spot featuring a woman designing her ideal tampon.

The 30-second spot, created by Big Communications, shows a woman's hand drawing blue ink lines against a pink backgound. As she designs a Lil-lets tampon, a voiceover explains all the key components that go into one; for example, the rounded tip and soft outer coating.

The spot concludes with the animation morphing into live action as a Lil-lets box is slipped into a woman's handbag.

Project: Ax Men
Client: James Pestell, marketing director, The History Channel
Brief: Encourage UK office workers to tune in to Ax Men by contrasting
their daily routine with the dramatic risks the loggers of North West
Oregon take every day
Creative agency: Karmarama
Writer: Will Flack
Art director: Aaron Willmer
Planner: Fern Miller
Media agency: The Media Shop
Media planner: Richard Huglin
Retouching: company Stanley's & Son
Exposure: National press, outdoor, radio, online


Karmarama is attempting to sort the men from the boys in its latest campaign for The History Channel's new series Ax Men.

The poster campaign features images of the protagonists of the new documentary series - the loggers of North West Oregon - and challenges the viewer to consider the relative danger of their own jobs against that of the loggers', whose working lives are supposedly the most hazardous in the world.

Alongside the imagery of the loggers is text explaining that while "you lose Word documents, they lose limbs", as well as information about when the programme is being aired.

Project: The mother of all broadband
Client: Lisa McCormack, director of brand and acquisition, Virgin Media
Brief: Inform consumers of how superior fibre-optic broadband is
compared with other broadband
Creative agency: Rapier
Writers: John Townshend, Bryn Attewell
Art director: Simon Stephenson
Planner: Alex Naylor
Media agency: Manning Gottlieb OMD
Media planning Goodstuff
Production company: Rokkit
Directors: Saimon Chow, Sean O'Dougherty
Exposure: TV


Virgin Media is claiming to offer "the mother of all broadband" in its latest TV campaign, created by Rapier.

The animated 20-second spot, narrated by Samuel L Jackson, explains that Virgin Media's broadband is made from fibre-optic cabling, making it faster and so more superior to the copper-wired alternatives.

The animation is produced with the retro style and retro lettering of Virgin Media's previous commercials, with neon lettering making up words such as "broadband", "now" and "later".

The ad ends by inviting viewers to call a phone line where they can enquire about the broadband service.

Project: Wimbledon artwork Ackroyd & Harvey
Client: Heather McCracken, brand communications manager, HSBC
Brief: Leverage HSBC's partnership with the Wimbledon Championships in
June 2008
Creative agency: JWT London
Writers: Laurence Quinn, Phillip Meyler
Art directors: Mark Norcutt, Darren Keff
Planner: Richard Cottingham
Media agency: MindShare
Art buyer: Stuart Heyburn
Exposure: Wimbledon Championships


JWT London has produced an installation artwork made entirely of grass to promote HSBC's partnership with the Wimbledon Championships.

The artwork, created by the British artists Ackroyd & Harvey, has been growing throughout the championships to reveal what look like photographic images of people who are integral to the lawn tennis tournament. Those featured include the head groundsman Eddie Seaward, who has worked at the tournament for the past 15 years.

The artworks were created by projecting black and white negative images on to patches of grass so that as the grass grows, the photosensitive properties of the grass create a reproduction of the photograph.

Project: Indian door-drop
Client: Nikky Gamble, assistant marketing manager, Waitrose
Brief: Create a door-drop (in conjunction with radio promotional
coverage) to publicise a range of specialist Indian ingredients
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Martin
Art director: Des Morgan
Planner: Chris Ridd
Photographer: Alan Batham
Designer: Kaara Shepard
Exposure: Door-drop


Waitrose is promoting its Indian food range using a direct marketing campaign designed to look as though it was sent all the way from the subcontinent.

The door-drop campaign, created by Kitcatt Nohr Alexander Shaw, comes in what has been made to look like an air mail envelope, which is emblazoned with the words: "Bringing authentic tastes from all over India to your local Waitrose."

Inside, a letter promotes the supermarket as a one-stop shop for Indian ingredients. The letter contains a 50p-off voucher for the Indian food range and invites recipients to visit the website at