The Work: New campaigns - UK

Project: Hovis relaunch
Client: Jon Goldstone, marketing director, Hovis
Brief: Re-establish Hovis as a legendary bread brand
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Gavin Torrance
Art director: Danny Hunt
Planner: Andy Nairn
Media agency: Starcom MediaVest
Media planner: Jon Kershaw
Production company: Rattling Stick
Director: Ringan Ledwidge
Editor: Richard Orrick, Work
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV, national press


Hovis is celebrating its 122nd birthday with a 122-second spot that draws inspiration from its classic boy-on-a-bike commercial directed by Sir Ridley Scott.

Created by Miles Calcraft Briginshaw Duffy, the spot encapsulates the entire time period by using a boy who picks up his bread in 1886 and, during his journey home, travels through time and Britain's major historic events, to deliver it to his mum in 2008.

As he walks out of the shop, wearing a cloth cap and scruffy clothes, he is almost run over by a horse and carriage.

As his journey progresses, and his clothes change to suit the era, he runs past women's rights marches, posters for the Titanic and young soldiers marching to World War I.

He then climbs over the debris of the Blitz and past charred remains of houses.

The second half of his journey sees him run through a street party for the Coronation, pass by people celebrating the 1966 World Cup win, get stuck in the middle of a stand-off between miners and coppers, and witness fireworks heralding the new millennium. It ends with him dropping the bread on his mum's table.

Project: Marmite Paddington 2
Clients: Noam Buchalter, marketing manager; David Titman, marketing
executive, Unilever
Brief: Extend the number of sandwich variants that Marmite is used in
Creative agency: DDB London
Writer: Mike Crowe
Art director: Rob Messeter
Planner: Georgia Challis
Media agency: MindShare
Production company: Tandem Films
Director: n/s
Editor: Mike Cook, Tandem Films
Post-production: Framestore
Audio Post-production: Chris Turner, Zoo Studios
Exposure: TV


Paddington, the duffle-coated bear, is back on screens hawking the love-it-or-hate-it spread, Marmite.

There are two ads in the campaign that both show the incorrigible bear causing all sorts of mischief with his squeezy Marmite.

In "party", he sneaks some of the stuff into the sandwiches, leading to half of the party "mmmming" their pleasure while the other half "yukking" their disgust.

As one party-goer spits out the offending food, he knocks the tent over. Paddington crawls out from underneath and says "not again" before putting his hat back on and walking off.

The second spot shows Paddington making a hung-over guest sick with a sausage and Marmite sandwich.

Project: Here I am
Clients: Enrico Balleri, brand communication manager; Paolo Tubito,
associate marketing director; Adam Collins, brand communications
manager; Marcella Fauci, advertising and content manager, Caroline
Bleeker, digital brand manager, Nike EMEA
Brief: Inspire young women by showing that girls who have sport in their
lives also have greater self-confidence
Creative agency: Wieden & Kennedy Amsterdam
Writer: Betsy Decker
Art director: Anders Stake
Planner: Jenny Howard
Production companies: Paranoid, Stink
Directors: Adam Marko-Nord, Nieto, Edouard Salier, Sophie Gateau
Post-production: n/s
Audio Post-production: n/s
Exposure: Pan-European


Nike is celebrating female athletes with a campaign entitled "Here I am", which follows the personal journeys of sporting women through a dedicated book, exhibition, print executions and online films.

The films, created by Wieden & Kennedy Amsterdam, use a variety of animation styles, from CGI to sketched animations, to showcase the inner strengths of various female athletes.

The stories include that of a triathlete who thrives in apocalyptic weather conditions, a triple jumper who found her strength in what she thought was her greatest weakness and a 400-metre sprinter whose animated body parts engage in a struggle between mind and body.

The films will be launching on the dedicated nikewomen website on 12 September.

Project: Anjelica Huston Gold Spot
Client: Rachel Macbeth, head of advertising and design, Orange UK
Brief: Remind people to switch their phone off during the film
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Initiative
Media planner: Sean Pattison
Production company: Hungryman
Director: Bryan Buckley
Editor: John Smith
Post-production: Glassworks
Audio Post-production: 750mph
Exposure: Cinema


Mother's penultimate Gold Spot cinema ad for Orange features Anjelica Huston, the star of The Addams Family, pitching a film to the now familiar group of Orange film board executives.

Her idea, true to her tendencies towards the paranormal, centres on the depressive character of a funeral director's wife who, in a state of loneliness, starts to contact the dead.

Unfortunately, the film board put their usual telecommunications-based twist on Huston's idea, deciding that it would be better if the character dealt with her depression by sending her friends "funny pictures of dead people" on a new mobile phone.

The ad ends with the board deciding on a new title for the film, "The Orange Family", which they sing along to the tune of The Addams Family theme music.

Project: Quench your thrill buds
Client: Andy Harris, managing director of games, Ladbrokes
Brief: Extend's "house of thrills"
Creative agency: M&C Saatchi
Writers: Dan McCormack, Luke Boggins
Art directors: Dan McCormack, Luke Boggins
Planner: John Clark
Media agency: Walker Media
Photographer: Maria Satur
Exposure: Washroom posters


Ladbrokes has gone to the toilet in its latest extension of the "Quench your thrill buds" campaign for, by launching a set of washroom ads.

The work extends the campaign idea, first seen on TV, of the ridiculous and extreme lengths that some people will go to in order to quench their "thrill buds" when they should go to instead - but extends the laddishness tenfold.

One execution says: "When 'curling one out' in a busy pub toilet with a broken door isn't audacious enough for you anymore ... quench your thrill buds at"

Project: Arm against cervical cancer
Client: Steve Thorogood, immunisation co-ordinator, Department of Health
Brief: Communicate the launch of the annual HPV vaccination programme.
Creative agency: Abbott Mead Vickers BBDO
Writer: Mark Tweddell
Art director: Tony Hardcastle
Planners: Bridget Angear, Tom Johnstone
Media agency: Naked
Media planner: Geoff de Burca
Production company: Gorgeous
Director: Tom Carty
Photographer: Julia Fullerton-Batton
Post-production: The Mill
Audio Post-production: Wave, Pete Raeburn, Soundtree
Exposure: National TV, radio, outdoor, press


The Department of Health is raising awareness of the new free HPV vaccine, offered to all girls in year eight at school, with a TV campaign from Abbott Mead Vickers BBDO.

The 30-second spot follows a normal schoolgirl in year eight, as she gets up in the morning, catches the bus to school, and plays netball with her friends. However, the film is entirely focused on the girl's arm.

In a bid to position the vaccine, which protects from cervical cancer, as a natural part of her arm's routine, the girl is seen getting her jab and then carrying on with the rest of her day.

The ad ends with the strapline "Arm against cervical cancer", which is carried through on press and poster executions.

Project: Skin is in
Client: Bruce Furlonger, Imperial Leather marketing manager, PZ Cussons
Brief: Launch the new bodywash from Imperial Leather to a younger,
female, fashion-conscious audience
Creative agency: TBWA\Manchester
Writer: Sarah Musker
Art director: Paul Gregson
Planner: Lorna Hawtin
Media agency: Mediaedge:cia
Media planner: Steven Gregory, Central Focus
Photographer: Matthew Shave
Exposure: Outdoor, press


Just when you thought plaid was in, Imperial Leather has confused matters further with a new print campaign that declares: "Skin is in."

The executions, created by TBWA\Manchester, promote Imperial Leather's new Skinbliss range, which moisturises skin by replenishing natural oils.

Each ad features a naked woman alongside statements such as "Skinbiss soft" and "Skinbliss supple". However, only some characters are in bold type so that, from a distance, the statements read "Skin is soft" and "Skin is supple".

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