The Work: New Campaigns - UK

Project: Triple filtered
Clients: Ligia Goncalves, global marketing director; Adam Oakley,
marketing director UK, Stella Artois
Brief: Launch Stella Artois 4 per cent as the smoothest 4 per cent lager
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Starcom
Media planner: Steve Keenan
Production company: Sonny London
Director: Fredrik Bond
Editor: Rich Orrick
Post-production: The Moving Picture Company
Audio post-production: Factory
Exposure: TV, cinema


Mother's first TV work for Stella's 4 per cent variant follows the 60s French Riviera theme of the poster work that broke last month and attempts to position the brand as the smoothest 4 per cent lager.

The ad shows the misadventures of a man who, while strutting around a pool in his tight swimming shorts, helps a lady in a bikini by applying suncream for her.

Unfortunately for him, her amazingly sideburned older lover sees them, and ends up pushing the man off a cliff.

However, on his way down he falls through some washing that is hanging out on a clothesline and lands on his feet in a suit.

He then walks into a bar and orders a Stella 4 per cent. While he's drinking it, the woman's lover walks in but fails to recognise him. The strapline says: "Triple filtered with a smooth outcome."

In a nod to a previous Stella campaign, the man is finally revealed to be wearing red high heels.

Project: Secret Santa
Client: Elizabeth Fagan, marketing director, Boots
Brief: Communicate the breadth of the Christmas gift offering at Boots
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: MediaCom
Media planner: Louise Martell
Production company: Smith & Jones
Director: Ulf Johansson
Post-production: The Moving Picture Company
Exposure: TV


It's Christmas and the girls are back, but this time the military-style operation is all about buying presents for the office Secret Santa.

Playing on the same theme as last year's ad - the amount of effort women put into Christmas compared with men - the 60-second execution shows an office come alive when the Secret Santa names are handed out. Instantly, the women all rush off to Boots to buy presents, while the men are left looking puzzled in an empty office (or wrapping rubbish gifts).

Project: Whodunnit?
Clients: Chris MacLeod, head of group marcoms; Nigel Hanlon, group
marketing manager, Transport for London
Brief: Make drivers aware how easy it is to miss cyclists on the road
and make cyclists understand how difficult they are to see
Creative agency: WCRS
Writer: Tom Spicer
Art director: Kit Dayaram
Planners: Giselle Okin, Laurence Parkes
Media agency: Mediaedge:cia
Media planner: Lisa Inglis
Production company: Gorgeous
Director: Chris Palmer
Editor: Paul Watts, The Quarry
Post-production: The Mill
Exposure: Viral/online, online advertising, print, cinema


Since the follow-up to the "moonwalking bear" ad is called "whodunnit?", it seems only fair that Campaign shouldn't give the game away and reveal the trick at the end of this ad.

The last cycling safety spot showed a group of basketball players throwing a ball around while a man in a bear suit moonwalked through them unnoticed by the viewer. In a similar vein, this execution again highlights the point that if you're not looking for something you can easily miss it by playing a trick on the viewer.

The ad is based around a classic whodunnit mystery where a detective in a mansion is trying to work out who committed a murder. To watch the rest, visit:

Project: Safe sex
Client: John Jackson, director of social responsibility, MTV
Brief: Promote safe sex ahead of World Aids Day (1 December)
Creative agency: Ogilvy Advertising
Writers: Serge Pennings, Steve Clarke
Art directors: Serge Pennings, Steve Clarke
Planner: n/s
Media agency: Mindshare
Media planner: n/s
Illustrator: Marcus Reed
Exposure: Attitude magazine/gay press, outdoor


MTV is trying to spread the word about safe sex and has employed Ogilvy Advertising to create a number of saucy ads containing sex toys such as huge dildos and hamsters.

The poster executions all have three images and underneath them the words "yes", "no" and "maybe". The objects above "no" and "maybe" change with every ad. "Yes", however, is always beneath a condom. The strapline is: "What do you take to bed?"

For example, in one execution, the poster shows a condom over the "yes", a large phallic pepper grinder over the "no" and a banana over the "maybe".

Project: The return of the Ready Brek glow
Client: Paul Goold, senior brand manager, Weetabix
Brief: Relaunch the Ready Brek brand using the iconic "glow" to
popularise the brand in the lives of today's mums and their children
Creative agency: WCRS
Writer: Simon Aldridge
Art director: Vince Chasteauneuf
Planners: Giselle Okin, Isabel Maitland
Media agency: Walker Media
Media planner: Sam Hale
Production company: RSA
Director: Barney Cokeliss
Editor: Simon Wilcox, Loaded Dice
Post-production: Golden Square
Audio post-production: Wave
Exposure: National TV


Running through the 70s, 80s and 90s, the iconic Ready Brek glow was part of the memorable "central heating for kids" campaign.

It has now been brought back and reinvented as a tool that gives children the energy to tackle the everyday challenges they face.

In this 30-second TV spot, a young lad eats his Ready Brek and becomes enveloped in a red glow. Getting ready to leave his house, he draws a magical glowing net with his finger that is able to gather up his schoolbooks for him. Later in the ad, the boy creates a magical trampoline that helps him to outplay soccer defenders while playing football.

Project: Designed for fun
Client: Sony Ericsson
Brief: Create a compelling, integrated campaign that launches the W595
on the 3 network while using innovative media
Creative agency: Iris
Writer: Leigh Wallace
Art director: Neale Horrigan
Planners: Matt Hollingsworth, Julie Duffy
Media agency: n/a
Media planner: n/a
Designer: Simon Jamese
Exposure: Internet, 3 network


Sony Ericsson has launched a horror movie-inspired viral campaign and microsite to promote its new Walkman W595 handset.

Created by Iris and called "St Mary's Ghost", the viral is split into four screens, each showing night-time CCTV views of a hospital interior.

In the interactive storyline, a night watchman is sitting at his desk when his mobile phone rings. The watchman answers the call and leaves his desk to investigate the hospital grounds. Upon finding nothing, he heads back to his post. His phone rings again.

The screen switches to a close-up of the mobile's caller display, which is now showing the viral viewer's own name and number.

Seconds later, the viewer's own mobile phone starts to ring, and when they answer, the sounds of the scene they are watching in front of them play out.

Project: Tag Team
Client: Kelly Turner, head of children's marketing, CBBC
Brief: Attract new children to CBBC by exposing them to CBBC characters
including Shaun the Sheep, Tracy Beaker and Basil Brush via an online
Creative agency: GT
Writer: Anja Muller
Art director: Nick Shay
Planners: Kit Patrick, Julian McCrea
Media agency: MPG
Designer: Gemma Olds
Exposure: Internet


The BBC has launched an online game campaign called Tag Team, which showcases some of CBBC's best-loved characters, including Tracy Beaker, Shaun the Sheep, Basil Brush, Raven and Oucho.

Tag Team is a suite of free online games based on these classic characters, where the aim is simple: unlock your CBBC Tag Team-mates and work together to score high, win medals and to earn CBBC Tag Team swag.

Project: Quit smoking for your family
Client: David Prince, senior integrated campaigns manager, Department of
Brief: Position smoking as the enemy of family
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Jeremy Carr
Art director: Ken Hoggins
Planner: Helen Chapman
Media agency: Mediaedge:cia
Media planner: Peter Kemp
Production company: Academy
Director: Walter Stern
Editor: Jonnie Scarlett, The Quarry
Exposure: National TV, outdoor, press


Over Halloween last week, Miles Calcraft Briginshaw Duffy launched an anti-smoking ad based around the fears of a young girl.

The ad consists of images of the dark, spiders and clowns as a girl's voiceover talks about not being scared of those things.

However, the final image is of her mum smoking and the girl admits: I'm scared of my mum smoking. I'm scared that my mum will die."

The ad closes by pointing out that 2,000 people die each week from smoking-related diseases.

Project: The photographic adventures of Nick Turpin
Client: Blake Harrop, global head of digital, Samsung Mobile
Brief: Publicise the capabilities of the Samsung Pixon and its eight
mega-pixel cameraphone
Creative agency: Lean Mean Fighting Machine
Writers: Sam Ball, Dave Bedwood
Art director: Mark Beacock
Planner: Tom Bazeley
Media agency: Starcom
Exposure: Internet


Lean Mean Fighting Machine is using the photographer Nick Turpin in a web campaign for Samsung Mobile.

Turpin has been assigned to document his life using pictures taken on his Samsung Pixon cameraphone. These are all posted online and when web surfers visit, they can determine where Nick has to go next by clicking on the screen and choosing a destination.

The site aims to illustrate the picture quality and capabilities of the Samsung Pixon cameraphone.

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