The Work: New campaigns - UK

Project: Joan
Client: Chantal Busson, marketing manager, NiQuitin and ZEN/GI
portfolio, GlaxoSmithKline
Brief: Create a campaign that overcomes concerns about sleep aids and
encourages new users into the category
Creative agency: Grey London
Writer: Simon Butler
Art director: Geoff Smith
Planners: Nicholine Hayward, Daniel Sherrard
Media agency: MediaCom
Media planners: Jon Wilson, Rebecca Collins
Production company: Aardman Animations
Director: Luis Cook
Editors: Dan Williamson, Adam Dymond
Post-production: Aardman Animations, Absolute
Audio Post-production: Joe Mount, Wave
Exposure: Terrestrial and satellite TV, press


Aardman Animations has stamped its familiar claymation mark on this 30-second ad for Nytol.

The ad, created by Grey London, features Joan, an exhausted housewife who suffers from mild insomnia.

It opens with her sitting at a table in the foreground with a cup of tea, talking about her sleepless nights. In the background, we see Joan looking tired in the morning and hoovering the bedroom at 3am.

On the advice of a friend, over another cup of tea, she decides to try Nytol to help her catch some zzzzzzs.

After drifting off to sleep, she awakes the next morning and bounces out of bed into the arms of her family and says: "I'm much happier now and so are my family."

The campaign, which broke on 20 August, ends with the long-running strapline: "Good mornings follow a good Nytol."

Project: Reveal 2008
Client: Zoe Harris, marketing director, weeklies, The National Magazine
Brief: Showcase Reveal's new team of celebrity writers
Creative agency: Hurrell Moseley Dawson & Grimmer
Writer: Stine Hole
Art director: Marie Ronn
Planner: Jamie Inman
Media agency: Rocket PHD
Media planner: Mark Swansborough
Production company: HSI London
Director: Declan Lowney
Editor: Piers Douglas, Cut & Run
Post-production: Framestore
Audio Post-production: Factory
Exposure: National TV, online, press


Celebs enter the fearsome realm of the office workplace in a new TV campaign for The National Magazine Company's Reveal.

The ten executions, created by Hurrell Moseley Dawson & Grimmer, feature eight of the magazine's new celebrity contributors, such as Laurence Llewellyn-Bowen and Martine McCutcheon.

Reveal has rebranded itself as the "celebrity magazine written by celebrities" and the ads are directed by Father Ted's Declan Lowney.

In one spot, the Saturday Kitchen chef James Martin is shown surrounded by swooning women as he describes the qualities of a strawberry. Another ad shows a receptionist, excited to the point of hysteria, welcoming the team to the Reveal offices on their first day.

The campaign broke on Monday 18 August and will be supported by press and online at

Project: Amazed
Clients: Chris Bosworth, business development and marketing director; Jo
Nola, advertising and marketing manager, Kwik-Fit
Brief: Communicate that Kwik-Fit has moved beyond tyres and exhausts to
deliver a whole new range of products and services
Creative agency: DDB
Writer: Dave Henderson
Art director: Richard Denney
Planners: Adrian Hinds, Jamie McKeown
Media agency: MediaCom
Media planner: Penny Logier
Production company: Rattling Stick
Director: Andy McLeod
Editor: Andy McGraw, Cut & Run
Exposure: TV, press


Kwik-Fit is reprising its famous "Kwik-Fit fitter" ads with a new TV and press campaign created by DDB.

Seven TV executions show how Kwik-Fit fitters are not only skilled at their jobs, but also possess a range of unique talents. One of the fitters draws a portrait of the customer while he is talking to them, while another speaks in Mandarin.

The ads, directed by Rattling Stick's Andy McLeod, highlight the fitters' customer service and promote the newly extended line of products offered at Kwik-Fit. Each execution ends with the strapline: "You'll be amazed at what we do."

Project: The X Factor sponsorship
Clients: Tristia Clarke, chief marketing officer; Anna James, marketing
director, The Carphone Warehouse
Brief: Promote The Carphone Warehouse's sponsorship of The X Factor
Creative agency: CHI & Partners
Writers: Angus Wardlaw, Alexei Berwitz, Rick Standley, Tom Skinner
Art directors: Angus Wardlaw, Alexei Berwitz, Rick Standley, Tom
Skinner, Thiago de Moraes
Planner: Michelle Traylor
Media agency: CHI & Partners Media
Production companies: Blinkink, Unit9
Director: Kristofer Strom
Exposure: Online, TV


The Carphone Warehouse is continuing its sponsorship of The X Factor for a second year running with a new campaign by CHI & Partners.

The sponsorship idents use the style and stop-frame animation technique of Kristofer Strom.

One of the idents features a drawing of a Siamese sheep and, in another, someone draws a robust Valkyrie.

Viewers will again be given the opportunity to flaunt their vocal talents with The Carphone Warehouse X Factor Challenge. They will be able to record themselves singing a song and then create their own animated character that will feature in the idents.

Project: Feed your family for a fiver - lamb burgers
Clients: Helen Buck, director of brand communications; Anna Shirley,
head of national advertising, Sainsbury's
Brief: Show that great-tasting, healthy, family meals don't cost the
earth at Sainsbury's
Creative agency: Abbott Mead Vickers BBDO
Writer: Chris Bardsley
Art director: Chris Bardsley
Planner: Tom Roach
Media agency: PHD
Media planner: Charlotte Bristow
Production company: Another Film Company
Director: Martha Delap
Editor: Leo King
Post-production: The Lab, AMV BBDO
Audio Post-production: Wave
Exposure: TV


Jamie Oliver steps in to save the day when a father has a lamb-burger dilemma in Sainsbury's.

The 30-second ad, "feed your family for a fiver - lamb burgers", was created by Abbott Mead Vickers BBDO.

In the spot, Oliver is seen conveniently hanging around a leaflet stand, which advises how to make the lamb burgers, when a father of two reads one and says: "I bet it's tricky to make."

The tousled-haired chef offers a helping hand, and they ride off on Oliver's motorbike to the hungry family.

After the boys get busy in the kitchen, the whole family enjoys the meal in the garden.

The ad ends with the strapline: "Sainsbury's. Try something new today."

Project: Hurdles
Client: Allan Carruthers, strategic comms adviser, Home Office
Brief: Inform employers of new immigration controls to bring in migrant
workers from outside the European Economic Area and to urge them to
apply for a licence to sponsor migrants before November 2008
Creative agency: M&C Saatchi
Writer: James Lowther
Art director: Bill Gallacher
Planner: Richard Storey
Media agency: Manning Gottlieb OMD
Media planner: Emma Whitford
Production company: @Radical Media
Director: Marcus Tomlinson
Editor: Simon Hargood at The Quarry
Post-production: The Moving Picture Company
Exposure: TV, radio, press

THE LOWDOWN M&C Saatchi has created a campaign to highlight new Home Office immigration rules.

The ad, which broke on 18 August, is shot from the perspective of an athlete as he leaps over hurdles on a track. Each hurdle carries a part of a sentence about the new controls. When strung together, the messages read: "New immigration controls mean that if you want to bring in migrant workers and you are not licensed, they won't get through." On the last message, the athlete knocks the hurdle down.

The spot ends with the UK Border Agency's logo and web address.

Project: Intrepid traveller
Client: Ginny Macklen, head of CRM, Virgin Holidays
Brief: Entice Virgin Holidays customers to book a real world adventure
Creative agency: Elvis
Writer: Lindsey De Beer
Art director: Ben Barnes
Planner: Darren Burnett
Designer/photographer: Chris Clausen
Exposure: Direct mail


Virgin Holidays and Intrepid Travel, the adventure tour operator, have joined forces and put out a DM pack promoting the number of destinations consumers can travel to using their combined services.

Each recipient gets a personalised world map entitled, for instance: "Mike's Real World Adventures."

The campaign aims to target a new breed of traveller who wants to explore the world in a fun and unique way.

Project: Dream team
Client: Simon Cobby, head of CRM, News Group Newspapers
Brief: Encourage sign-up to the 2008/2009 Dream Team season among new
and existing players
Creative agency: EHS Brann
Writer: Ben Gough
Art director: Thomas Craig
Planner: Aaron Caplan
Exposure: Direct mail

THE LOWDOWN A DM campaign by EHS Brann targets The Sun's readers in a bid to drive registrations for the paper's Dream Team fantasy football game.

As well as encouraging football fans to sign up, the campaign aims to boost circulation of both The Sun and News of the World by offering discount vouchers.

Readers will receive a non-branded Manila envelope addressed to the "Gaffer" containing "cash" (discount vouchers) as well as a letter from the person offering the bung. The reverse of the envelope says: "A little sweetener for the start of the season."

Project: Distractions can kill
Client: Fiona Seymour, head of publicity, Department for Transport
Brief: Communicate to teenagers the dangers they face on the road and
encourage them to reconsider their behaviour
Creative agency: Leo Burnett
Writer: Mark Franklin
Art director: Rob Tenconi
Planner: Nick Docherty
Media agency: Carat
Media planner: Chetan Murthy
Exposure: Cinema washrooms and floor vinyl, also schools and community


Leo Burnett has created a campaign for the Department for Transport in a bid to improve safe road behaviour among teenagers aged 12 to 16.

Launched this week, the ads feature iPods, which are thought to be the chief distraction for teenagers after mobile phones. The ads show an earphone cable attached to an iPod, with the wire laid out to resemble a heartbeat on a cardiogram. It stretches across the page and then flatlines. The strapline says: "Distractions on the road can kill."

The artwork will be shown in toilets, cinemas, schools and community centres.

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