The Work: New Campaigns - UK

Project: Naturists
Client: Claire Dolan, European brand director for Comfort, Unilever
Brief: Launch Comfort Naturals
Creative agency: Ogilvy
Writer: Sue Higgs
Art director: Tony Haigh
Planner: Tony Evans
Media agency: In-house
Media planners: Sue Higgs, Matt Pye, Alex Watson, Mary Harris, Ed Ross
Production company: Thomas Films
Director: Jim Gilchrist
Editor: Amanda Jones, Final Cut
Post-production: The Mill
Audio Post-production: Wave Studios
Exposure: Cinema, online


Naturists turn against nudity in Ogilvy's ad to launch Comfort Naturals.

The 90-second spot, which will be shown in cinemas and online, follows a nudist recounting a traumatic experience to a naturist marriage guidance counsellor.

The ad, "naturists", opens on a counselling session. In a flashback, the nudist returns home early from tennis and with a Chinese takeaway, to find his wife and best friend fully clothed, sniffing each other's woollens. The apologetic friend hastily removes his clothes and leaves.

Back in the session, the husband asks the counsellor if he can put his fully clothed wife into a programme or rehab. But his wife denies she is ill.

The nudist storms out of the session shouting out at her: "You're not the woman I married. You look ridiculous."

The commercial finishes with the strapline: "Makes clothes irresistible."

Project: Four Ridges must be destroyed
Clients: Richard Tolley, group marketing director; Mike Smith, group
brand manager; Oliver Dickson, brand manager, Frijj
Brief: Improve brand affinity among the target audience of 16- to
24-year-old males
Creative agency: Grey London
Writer: Alex Mavor
Art director: Ed Kaye
Planner: Ollie Gilmore
Media agencies: John Ayling & Associates, Equimedia
Media planners: Deidre McNair, Jonathan Newton, Stephanie Mulcahy, James
Designer: Mark Cakebread
Exposure: Viral, online, press, experiential, outdoor


Grey London has developed a humorous spoof of a 50s horror flick for Dairy Crest's flavoured milk drink Frijj.

The campaign is aimed at Frijj's core consumer base of 16- to 24-year-old males.

The virals focus on an evil girl's plot to unleash a flood of Frijj, which will slowly destroy anything in its path, over the fictional 50s town of Four Ridges.

Three teaser virals see the girl, Martha, pondering her evil plot. The virals directs viewers to the website, where they can watch five virals showing Four Ridges' inhabitants attempting to flee the Frijj.

The campaign, "Four Ridges must be destroyed", is supported by press, outdoor and on-pack promotions, and is accompanied by the strapline: "The thicker, the slower, the better."

Project: Every child has the right
Client: Aline Santos, global brand vice-president, Unilever
Brief: Bring to life the Omo "dirt is good" strategy
Creative agency: Bartle Bogle Hegarty
Writer: Alex Grieve
Art director: Adrian Rossi
Planners: Nick Kendall, Raquel Chicourel
Media agency: MindShare
Media planner: Sarah Walker
Production company: Bikini
Director: Philippe Andre
Editor: Rich Orrick, Work
Post-production: The Mill
Audio Post-production: Wave Studios
Exposure: TV


Bartle Bogle Hegarty has launched its first TV ad to kick off the global campaign for Persil's "dirt is good" strategy. The 60-second "Roboboy"spot stars a sad robot, who gradually transforms into a boy, after playing outside and splashing around in a muddy pool during a rainstorm.

The commercial, which launched on Monday, ends with the strapline: "Every child has the right to be a child. Dirt is good."

The "dirt is good" strategy is based on the idea that children should be allowed to get dirty through playing and exploring or they will grow up constrained. Out of Persil's strategy, BBH developed the "every child has the right" framework for the campaign.

Project: Milk relay
Client: Chris McDonough, UK marketing director, Muller
Brief: Demonstrate Muller's dairy credentials
Creative agency: TBWA\London
Writers: James Gillham, Graham Cappi
Art directors: James Gillham, Graham Cappi
Planner: Tom Sanders
Media agency: MediaCom
Media planner: Fiona Shaw
Production company: Knucklehead
Director: Joe Roman
Editor: Richard Orrick, Work
Post-production: The Moving Picture Company
Exposure: TV


TBWA\London takes Muller back to basics with its latest 40- and 60-second TV ads featuring a "milk relay" race to promote it as a local UK product.

From the opening shot of a cow being milked on a Shropshire farm, a race ensues involving people of all ages running, swimming and cycling with a glass of milk towards a Muller dairy 30 miles away. The glass of milk is finally poured into a pot of Muller Corner yoghurt against a map of Shropshire as a backdrop.

A girl, sat on the back of a farm cart, is seen tucking into a pot of the yoghurt as the voiceover states: "Shropshire. Home to grass, cows and the Muller dairy. So we can source 90 per cent of our milk from within 30 miles and can go from farm to yoghurt in 24 hours."

Project: Age discrimination
Client: Jon Roper, senior marketing manager, Scottish Executive
Brief: Challenge negative attitudes relating towards age in Scotland
Creative agency: Newhaven
Writer: Chris Watson
Art director: Rufus Wedderburn
Planner: Caroline McDonnell
Media agency: MediaCom
Media planner: Andrew Niven
Production company: Another Film Company
Director: Steve Reeves
Editor: Scot Crane
Post-production: Glassworks
Audio Post-production: Red Facilities
Exposure: TV (Scotland only)


Newhaven is working with the Scottish Executive to try to reverse people's negative attitudes towards age in Scotland.

Its new 40-second TV ad features a montage of events involving behaviour that exposes people's attitudes about what they view as acceptable behaviour in different generations. Older actors adopt behaviour normally seen in children and youngsters do vice versa.

In one scene, a young boy yells at a group of elderly men kicking a ball around. In another, a young girl is pushed about and has her dignity ignored as several elderly women rush down a set of stairs almost knocking the youngster out of the way.

A voiceover on each scene questions the viewer's response to the behaviour they've just witnessed.

The ad ends with the voiceover and strapline: "See the person, not the age."

Project: Memory man
Client: Mark Schulz, advertising manager, O2
Brief: Create awareness and excitement around O2 Bluebook that engages
the digital native audience
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Media agencies: Media Republic, ZenithOptimedia
Media planning Media Republic, ZenithOptimedia
Designer: Agency Republic
Exposure: Online


Agency Republic has created an online "mystery campaign" to raise awareness of Bluebook, an 02 service that backs up mobile data.

The "memory man" campaign follows the fictional character James Hill, who uses the web to try to regain his lost memory.

The online-only campaign kicked off with James' car rolling off a cliff into a lake. James posted a blog, put up video diaries and put entries on social networking sites to create a storyline with a mystery involving a cult, a missing laptop, a tattoo and a missing girlfriend.

James' story can be viewed at man.php.

Project: The real disaster
Clients: Johnny Chatterton, campaigns officer; Anna Roberts, campaigns
officer, Burma Campaign UK
Brief: Encourage people to visit the Burma Campaign UK website
Creative agency: Ogilvy
Writer: Alun Howell
Art director: Vijay Sawant
Planners: Matt Pye, Amy O'Neill
Media agencies: MindShare, Neo, Titan Outdoor
Media planner: Amy O'Neil
Production company: Trunk Design
Directors: Richard Barnett, Layla Atkinson
Exposure: Press, outdoor, online


Ricky Gervais has provided the voiceover for a new ad promoting human rights in Burma.

The animated ad, created pro bono by Ogilvy, features a little girl who survives the cyclone in Burma to rebuild her community. Her hard work is destroyed, though, when the military dictatorship stamps out her village.

Gervais' voiceover tells the girl's story and calls on the public to visit the Burma Campaign UK website with the plea: "Please use your freedom to gain them theirs."

The 59-second ad, which will air on MTV, is supported by press and outdoor work, which features an image of a cyclone victim and the endline: "The real disaster in Burma is the government."

Project: Sweet eviction
Client: Roberto de Felice, brand manager, Revels
Brief: Remind people that Revels are an exciting variety of chocolates
that everyone has an opinion on
Creative agency: Abbott Mead Vickers BBDO
Writer: Paul Knott
Art director: Kim Vance
Planner: Emily Harlock
Media agency: MediaCom
Media planner: Andy Walsh
Designer: Skive
Exposure: Online, print


A new online campaign, created by Abbott Mead Vickers BBDO, has put Revels' six flavours"up for eviction".

Consumers are given the choice on a website to: "Save the ones you love ... evict the one you hate."

The "Revels eviction" viral features an old man standing on a seafront in front of a line-up of all six flavours readied for eviction.

In the press work, the "orange Revel", for example, is tied to a rocket, the "caramel Revel" is next to an envelope addressed to Siberia and the "coffee Revel" is ready to be teed off. It features taglines including "So long, coffee?" and "Bye bye, caramel?".

Consumers can vote until 6 September when a new "mystery flavour" will replace the losing evictee.

Project: Options
Clients: Beth Thoren, director of communications; Matt Elliott,
advertising and sponsorship manager, Digital UK
Brief: Communicate the three easy ways to switch to digital
Creative agency: Abbott Mead Vickers BBDO
Writers: Mark Tweddell, Simon Welch
Art directors: Tony Hardcastle, Matt Welch
Planner: Will Hodge
Media agency: MediaCom
Media planners: Anna Berry, Ben Aves
Production company: Insider
Director: Ric Cantor
Editor: Rich Orrick
Post-production: The Mill
Exposure: TV, online


A new ad for Digital UK created by Abbott Mead Vickers BBDO sees the familiar character Digit Al continue his journey across the UK to raise awareness of the switchover to digital TV.

The 60-second ad shows Digit Al driving around the UK helping people to switchover. A voiceover outlines the three options available to make the switch, which are then demonstrated by characters in the ad.

The three scenarios are: converting a TV, getting satellite TV or buying a digital-ready TV.

The ad, called "options", closes with a voiceover asking viewers to call Digital UK and reminds viewers to: "Get set for digital."