The Work: New Campaigns - UK

Project: Tonight is your oyster
Client: Carl Ratcliff, director of brand strategy and marketing, FIVE
Brief: Drive reappraisal of the FIVE brand by dramatising FIVE's passion
for TV
Creative agency: Grey London
Writers: Alex Mavor, Ed Kaye
Art directors: Alex Mavor, Ed Kaye
Planners: Neil Hourston, Nick Hirst
Media agency: Vizeum
Media planners: Richard Friar, Nigel Kwan
Production company: RSA
Director: Albert Kodagolian
Editor: Leo King, Cut & Run
Post-production: The Mill
Audio Post-production: Scramble
Exposure: UK TV


The new brand spokesman for FIVE is a man dressed as a hotdog.

The channel has created a new on-air look and strapline: "We are FIVE."

Grey has produced a TV spot to launch the new positioning. The ad will run in 60-and 30-second versions and tells viewers that "tonight is your oyster". The ad encourages people to spend the night in front of the TV instead of going out and painting the town red.

The man in the hotdog suit explains the variety of dramas that play out on the channel through an impassioned monologue, delivered while he runs around a sports ground.

Project: Cash has retired
Clients: Rita Broe, head of marketing UK and developed markets; Ben
Rhodes, business leader, brand marketing, Maestro
Brief: Reposition the Maestro debit brand as the better way to pay for
small-value items
Creative agency: McCann Erickson
Writers: Matt Crabtree, David Chalu
Art directors: Simon Hepton, Simon Friedberg
Planners: David Clements, Chris Gallery
Media agency: Universal McCann
Media planners: Ben Reilly, Alice Pott
Illustrator: Harry Malt
Exposure: Outdoor


McCann Erickson has produced a poster campaign for Maestro, encouraging consumers to use the debit card brand instead of cash.

The four executions feature historical figures - Charles Darwin, Adam Smith, Charles Dickens and John Houblon - as they appear on Bank of England banknotes.

The heads are attached to drawings of men enjoying activities usually reserved for pensioners - driving an electronic buggy, walking with a stick and tackling a word-search puzzle while relaxing on a rocking chair.

All four executions have the strapline: "Cash has retired."

Project: Bell's whisky
Client: James Pennefather, brand director whisky, Diageo
Brief: Remind consumers that Bell's is a whisky with enduring character
Creative agency: Adam & Eve
Writers: Ben Priest, Ben Harris
Art directors: Ben Harris, Ben Priest
Planner: David Murray
Media agency: Carat
Media planner: Joseph Brewer
Production company: Nexus
Director: Jonas Odell
Audio Post-production: Wave
Exposure: National TV


Adam & Eve has resurrected Arthur Bell, the long-deceased creator of Bell's, for its first advertising campaign for the brand.

The campaign consists of press ads and six ten-second TV ads that will be aired on Dave.

The ads target men aged over 50 who drink whisky.

Fully animated, the spots all have Bell, a Scotsman, saying a little bit about the brand, then adding his own humorous quip at the end.

For example, in one execution he says: "I called it Bell's because it's my name. I would have called it Arthur's but there's already a cat food with that name."

Project: Escape the ordinary
Client: Sarah Luckraft, communications manager, small cars, Volkswagen
Brief: Raise awareness of the new model and encourage test-drive uptake
and brochure requests
Creative agency: Proximity London
Writer: Chris May
Art director: Mark Dudley
Planner: Paul Gage
Photography St James's
Exposure: Direct mail to 25,000 targeted prospects

THE LOWDOWN Proximity London has created a direct mail campaign for Volkswagen's new sports coupe, the Scirocco, which aims to distance it from the ordinary, everyday world.

The campaign, "escape the ordinary", extends the work created by DDB London. The mail pack opens to reveal a montage of ordinary objects, such as toasters, light bulbs and paperclips, that collectively form a pixellated image of the car's rear light.

Subsequent images are made up of more and more smaller images that form a clearer picture of the whole car.

Project: Brand campaign
Client: Felix Wetzel, group marketing director, Jobsite
Brief: Build mass-market brand awareness
Creative agency: Hooper Galton
Writer: Rob Turner
Art director: Dave Westland
Planner: Olivia Johnson
Media agency: Starcom MediaVest
Media planner: Mick Rigby, Monkey Communications
Production company: Another Film Company
Director: Jeff Stark
Editor: Scott Crane, The Quarry
Post-production: Prime Focus
Audio Post-production: Jungle
Exposure: National TV, radio, press, digital


The Hotel Babylon star Max Beesley stars in two 30-second TV ads for the job-searching agency Jobsite.

Created by Hooper Galton, the spots follow Beesley through bustling streets, full of commuters on their way to work.

In one ad, Beesley introduces the concept of delegation, stating that by letting Jobsite do the job searching, the viewer can finally get round to getting the new job they've been wanting.

In the second ad, Beesley encourages people to stop just talking about looking for a new job and start taking action, by logging on to the Jobsite website.

The TV ads will be accompanied by radio, press and digital activity.

Project: Wedding, baby, nativity, tower block, cricket, Boat Race,
Client: Tim Barkey, marketing controller, Wall's
Brief: Reassure consumers of Wall's quality by dramatising the fact that
Wall's only selects the two finest cuts of pork for its sausages
Creative agency: Beattie McGuinness Bungay
Writers: Ian Heartfield, Richard Harris
Art directors: Matt Doman, Jamie Starbuck
Planner: Sam Campbell
Media agency: Universal McCann
Media planner: Rob Bellas
Production company: Rattling Stick
Director: Danny Kleinman
Editor: Steve Gandolfi, Cut & Run
Exposure: National TV, press, radio, online


Gone is Grizzler the dog, as Beattie McGuinness Bungay introduces a new strategy for Wall's sausages, highlighting the "two best bits" of pork that go into its sausages.

The campaign contains seven executions, which each focus on the two best bits of a scenario, including the life of a father, a goldfish and the construction of a 60s tower block, in a bid to promote the fact that Wall's sausages contain meat from the two best cuts of pork.

In "baby", we see a father holding his newborn child, and then waving off his offspring on his way to university, while "goldfish" shows a goldfish eating, then swimming under a small plastic bridge in its tank.

Each ad ends with the strapline: "We only select the two best bits."

Project: Alibi
Client: Richard Holmes, marketing director, Specsavers
Brief: Promote value for money
Creative agency: Specsavers Creative
Writer: Simon Bougourd
Art director: Neil Brush
Planner: In-house
Media agency: Gemma Russell
Media planner: Mediaedge:cia
Production company: Another Film Company
Director: James Haworth
Editor: Mark Edinoff, The Quarry
Post-production: Prime Focus
Audio Post-production: Simon Capes, Clearcut
Exposure: National TV


An LAPD interrogation room is the scene for a new Specsavers ad, which promotes the value for money that the brand's glasses provide.

Shot on a set built for the David Fincher film Zodiac, the ad, created by Specsavers' in-house creative team, stars Frank, a man arrested for armed robbery.

While being interrogated by two LA cops, Frank admits that although he didn't commit the robbery, he's guilty of an even bigger crime - paying over the odds for a pair of glasses.

So embarrassed is Frank about what he's done, he even ends the ad admitting that he'll be telling his wife that he was having an affair, rather than that he'd neglected to go to Specsavers.

Project: Breast Cancer Awareness Month 2008
Client: Sarah Pickersgill, acquisitions manager, Cancer Research UK
Brief: Create stand-out during Breast Cancer Awareness Month. Motivate
people to donate at least £2 per month to support Cancer
Research's work
Creative agency: Ogilvy Interactive
Writer: Emma Poole
Art director: Maciek Strychalski
Planner: Rosie Collins
Media agency: MediaCom
Media planner: Katie Taylor, Direct MediaCom
Production company: Ferocious Films
Director: Susanah Hayes
Editor: Julian Tranquille, Cut & Run
Exposure: Viral, e-mail, online advertising, microsite


Cancer Research UK is highlighting Breast Cancer Awareness Month with a viral ad created by Ogilvy Interactive. The execution was developed as an alternative to simple banner ads and to attract attention during a high-profile event when other cancer charities are also highly focused in their fundraising.

The viral film provides a twist on the theme of breast awareness and self-examination by making the subject of the demonstration a man called Tommy. Tommy becomes the "breast-awareness guy" to teach how to look after breasts while admiring his pectorals.

The film directs users to a microsite where they can make a donation and offers a digital desktop calendar featuring Tommy as a thank-you.

Project: Skoda Superb
Client: Mary Newcombe, head of marketing, Skoda UK
Brief: Launch the Superb
Creative agency: Fallon
Writer: John Allison
Art director: Chris Bovill
Planners: Tamsin Davies, Tom Goodwin
Media agency: MediaCom
Media planners: Jonathan Durling, Tim Davies
Photographer: Matthew Donaldson
Exposure: UK press


Fallon has created a series of press ads to promote Skoda's new model, the Superb.

Each execution carries a tagline that plays on both the name of the car, and its features, including the Superb's door system (which enables the car to change from a saloon to a hatchback) the extended legroom and the Park Assist system.

One ad borrows from a familiar strapline, explaining: "It does exactly what it says on the boot."

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