The Work: New Campaigns - UK

Project: Home movie
Client: Steve Sharp, executive director, marketing, Marks & Spencer
Brief: Announce to the nation's women that the M&S Winter Collection has
arrived and wish all M&S customers a Merry Christmas
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Pip Bishop, Chris Hodgkiss
Art directors: Pip Bishop, Chris Hodgkiss
Planner: Lucy Howard
Media agency: Walker Media
Media planner: Katherine Baker
Production company: RSA
Director: Dawn Shadforth
Editor: Amanda James, Final Cut
Post-production: The Moving Picture Company
Audio Post-production: Aaron Reynolds, Wave
Exposure: National TV


The Marks & Spencer gang's all here for its latest Christmas extravaganza, and they're joined for the second year by none other than Take That, with the boy-banders cosying up to Twiggy, Erin O'Connor, Lily Cole, Myleene Klass and Noemie Lenoir.

The ad is shot in a traditional home-movie style and the soundtrack is the Christmas classic Winter Wonderland, sung by Macy Gray.

The boys and girls get up to all the usual Christmas larks; enjoying mince pies, board games, a snowball fight and kissing under the mistletoe. But, in a surprise twist on Christmas Day, Gary Barlow gets a bra-and-knicker set.

Project: Personalised stamps
Client: Tom Hings, head of brand marketing, Royal Mail
Brief: Promote the Royal Mail's personalised stamps
Creative agency: Abbott Mead Vickers BBDO
Writer: Adam Chiappe
Art director: Matt Saunby
Planners: Craig Mawdsley, Will Hodge
Media agency: OMD
Media planner: Tania Harwood
Production company: Stink
Director: Ben Dawkins
Editor: Julia Knight, Trim Editors
Post-production: Glassworks
Audio Post-production: Grand Central
Exposure: National TV


Abbott Mead Vickers BBDO has realised that there aren't many people in this world that won't find a dancing ginger cat funny - so it's employed one for its latest Royal Mail campaign.

The 30-second spot backs the company's personalised stamp service, where customers can make their own stamps for the Christmas period.

The ad is shot like a home movie with a man filming his cat, which is sitting on the sofa looking very Garfield-like, and encouraging it to do something.

All of a sudden, it drags itself on to its hind legs and starts to boogie. The ad finishes with the shot turning into a stamp and being placed on an envelope.

Project: Which is it to be?
Clients: James Mooring, head of consumer marketing; Matt Wenham,
acquisition manager, World Vision
Brief: Raise awareness of World Vision child sponsorship and recruit new
child sponsors Creative agency Meteorite
Writer: Alex Bass
Art director: Chris Jefferys
Planner: Emma Janson-Smith
Media agency: Zed
Media planner: Emily Cronin
Production company: Unit
Director: Dan Douglass
Exposure: National TV, radio, press, online


World Vision's new campaign to promote child sponsorship centres on a CGI foetus in utero. The ad, by Meteorite, is a break from World Vision's previous campaigns featuring sponsored children.

The TV ad, running in 60- and 30-second versions, relays the inner voice of a baby in the womb questioning whether or not it will be born into a life of poverty. The press ads focus on four basic needs that child sponsors help provide - health, education, food and water.

Project: Morrisons' Christmas
Clients: Michael Bates, marketing director; Richard Burgess, head of
advertising, Morrisons
Brief: Celebrate the range of Christmas food that Morrisons makes and
prepares in-store
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Richard J Warren
Art director: Paul Hancock
Planner: Sandya Piyasena
Media agency: Mediaedge:cia
Media planner: Anna Hancock
Production company: Outsider
Director: Jorn Threlfall
Editor: Adam Rudd
Exposure: National TV


In Morrisons' Christmas ad, the Top Gear presenter Richard Hammond hitches up some huskies with a shopping trolley and heads to the frozen wastes of Lapland in search of the perfect Christmas.

As he goes, he explains exactly what he wants to make his yuletide bright, which includes Scottish salmon and Santa and elves to stuffed roast turkey and snowmen and reindeer.

However, halfway through, he realises that he can get all of this at Morrisons and turns the huskies around.

When in the shop, he bumps into other celebs such as Nick Hancock and Denise Van Outen.

Project: Listen to your lips
Clients: Sharon Keith, global brand director; Tommy Kinsella, global
communications director, Baileys
Brief: Communicate the luscious nature of Baileys and trigger desire for
the brand
Creative agency: JWT London
Writers/art directors: Ronnie Vlcek, Bruno Xavier
Planner: Shekhar Deshpande
Media agency: Carat
Media planner: n/s
Production company: Stink
Director: Psyop
Audio Post-production: 750mph
Exposure: Global TV


The new winter campaign for Baileys aims to give the brand plenty of lip service, literally. The ad, by JWT, features close-up shots of lips experiencing the taste and texture of the creamy liqueur.

The campaign, which includes TV, print and outdoor advertising, experiential and relationship marketing, and digital communications, urges consumers to listen to their lips and aims to visually evoke the sensual pleasure of Baileys.

Project: Christmas ad
Client: David Inglis, sales and marketing director, Shop Direct Group
Brief: Promote the range of clothes and speedy delivery offered by
Creative agency: WCRS
Writer: Alex Holder
Art director: Oli Beale
Planner: Olivia Prentice
Media agency: Carat
Media planner: Joe Molony
Production company: Home Corp
Director: Sara Dunlop
Editor: Work Post
Post-production: Finish
Audio Post-production: Envy
Exposure: National TV

THE LOWDOWN has gone cosmic in its 2008 Christmas ad. Gone are Trinny and Susannah and in their place is a group of ethereal women prancing around an alien moonscape.

The ad is designed to showcase the clothes available at, as well as demonstrating how quickly and effectively its delivery service is (hence the moon setting).

As a rocket lands on the planet, populated by scantily clad ladies who dance rather strangely, little eggs float out of the spaceship and start to spew clothes, shoes and presents.

The ad uses high-quality computer-generated images to give the planet an unearthly feel.

Project: Priority
Client: O2
Brief: O2 customers get priority tickets to The O2
Creative agency: VCCP
Writer: Nik Stewart
Art director: Jonny Parker
Planner: Sophie Maunder-Allan
Media agency: ZenithOptimedia
Media planner: Nick Kavanagh
Production company: Blink
Director: Patrick Daughter
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: TV, press, outdoor, online, retail, DM


O2 is highlighting the benefits of its Priority Ticketing service for O2 customers with a TV, cinema, print and online media campaign, created by VCCP.

The TV ad takes place at The O2, and is made in one continuous shot, filmed from the first person point of view. It takes the viewer on a journey backstage, where a variety of different entertainment acts, including a troupe of acrobats and a girl band, are warming up pre-show.

The viewer is then led by a security guard to the main arena, where they take their seat among a cheering crowd.

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