The Work: New Campaigns - UK

Project: Tesco Xmas
Client: Abi Robins, head of advertising, Tesco
Brief: Communicate that Tesco is on the side of the customer by
demonstrating the breadth of great offers available at Tesco over the
Christmas period
Creative agency: The Red Brick Road
Writer: Sam Cartmell
Art director: Jason Lawes
Planner: Nicola Heaslip
Media agency: Initiative
Media planner: Danny Donovan
Production company: Stink
Director: Neil Harris
Editors: John Mayes, Marshall Street
Post-production: Framestore
Audio Post-production: The Jungle Studios
Exposure: TV


Tesco is taking an ironic look at the old-fashioned Christmas special with its new ad, created by The Red Brick Road.

Rather than using high-profile celebrities, such as last year's Spice Girls ad, Tesco goes with Des O'Connor to front this year's campaign. O'Connor spends the ad walking around the specially created Christmas set belting out The Christmas Song.

As the ex-Countdown presenter sings, he keeps getting interrupted by Tesco "pings", which highlight the various Christmas offers available at the supermarket.

The pings keep getting in O'Connor's way, completely sabotaging his performance.

The ad will be updated each week leading up to Christmas to correspond with the new offers added in-store at the time.

Project: Christmas offers
Client: Zoe Vafadari, head of brand, The Carphone Warehouse
Brief: Signal The Carphone Warehouse as the destination for the perfect
gift at the perfect price
Creative agency: CHI & Partners
Writer: Angus Wardlaw
Art director: Alexei Berwitz
Planner: Neil Goodlad
Media agency: CHI & Partners
Media planner: Enyi Nwosu
Director: Kristofer Strom
Production company: Blinkink
Audio Post-production: Music Minilogue
Exposure: National TV


The Carphone Warehouse is launching three Christmas ads to promote its range of special offers for the festive season. Each execution uses stop-motion animation to show a hand drawing the action.

One ad offers a free PlayStation 3 and Singstar game with any purchase of a Sony Ericsson T303 on an 18-month contract with Orange.

It begins with a handset wandering along a Christmassy scene when a big PS3 comes stomping along, scaring the phone. However, it all ends well when it turns out that the console just wants to be friends.

Project: The recession has never looked so good
Clients: Julia Bowe, marketing director; Shona Campbell, marketing
manager; Anna Davidson, marketing officer, Harvey Nichols
Brief: Harvey Nichols takes on the recession
Creative agency: DDB London
Writer: Steve Hall
Art director: Daniel Seager
Planner: Georgina Murray-Burton Media agency n/a
Designer: Pete Mould
Exposure: National newspapers


Harvey Nichols is putting a positive spin on the difficult economic climate by claiming that there's never been a better time to shop at its stores.

The print ads, created by DDB, feature bold headlines, which outline the reasons why the recession will help make shopping easier for the consumer.

They include "Now even more exclusive", "Booking a table has never been easier" and "Now with shorter queues".

Each headline, written in black italics on a plain white background, is accompanied by the campaign strapline: "The recession has never looked so good."

Project: V&A Museum of Childhood
Client: Jo Bolitho, marketing manager, V&A Museum of Childhood
Brief: Make parents aware that they will enjoy a trip to the museum as
well as their children
Creative agency: Abbott Mead Vickers BBDO
Writer: Mike Nicholson
Art director: Paul Pateman
Planner: James Drummond
Exposure: Regional press


The V&A Museum of Childhood is challenging adults to bring out their inner child with a new print campaign created by Abbott Mead Vickers BBDO.

The campaign consists of three executions, designed to make parents of young children aware that they will enjoy a trip to the museum as much as their offspring.

One execution, titled "toys", features the headline "Memory back guarantee with every visit", every letter of which is formed by retro toys, such as a Rubik's Cube and a pogo stick.

Another of the ads features beams of colour shooting from a person's eye accompanied by the strapline: "People don't stop playing because they get old, they get old because they stop playing."

Project: Currys Christmas wrapping
Client: Currys
Brief: Promote the Currys range of brands and products for Christmas
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art director: Orlando Warner
Media agency: Walker Media
Media planner: Graham Fisher
Production company: th1ng
Director: Tom Edgar
Editor: Danny Atkinson
Post-production: th1ng, The Moving Picture Company
Exposure: National TV


M&C Saatchi has joined up with production company th1ng to create a series of 12 TV executions for Currys.

The ads, directed by the Bafta-winning director Tom Edgar, feature animated wrapping paper acting playfully around a range of Currys products.

In one ad, a single sheet of paper frantically hops around trying to decide between two TVs, before tearing itself in half to wrap both. In another, the paper snowballs across the screen, wrapping up Tom-Toms.

All ads promote the availability of a free £10 gift card, and conclude with the strapline: "the right presents at the right prices."

Project: Catch-up TV
Client: Lisa McCormack, marketing director, brand and acquisition
Brief: Promote Virgin Media's catch-up TV service
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Pip Bishop
Art director: Chris Hodgkiss
Planner: Bruno Frankel
Media agency: Manning Gottlieb OMD
Media planner: Goodstuff
Production company: So! Animation
Directors: Rob Cazin, Lauri Salladay
Post-production: The Moving Picture Company
Audio Post-production: Angell Sound
Exposure: National TV


Rainey Kelly Campbell Roalfe/Y&R's latest Virgin Media ad features an animated Kelly Osbourne going to see a psychiatrist.

The spot, which promotes the catch-up TV service, stars a diminutive shrink, pointing out all of Osbourne's problems. She then advises, for her cure, that she should stay out of the spotlight, and instead sit at home watching her favourite TV shows on Virgin Media.

At the very end of the ad, the psychiatrist pulls off her face to reveal that "she" is actually Richard Branson.

Project: Modelling clay
Client: American Express
Brief: Demonstrate the fun ways to spend the "dough" you earn from the 5
per cent American Express Platinum Cashback Credit Card
Creative agency: OgilvyOne London
Writer: James Sexton
Art director: Libby Young
Planner: n/s
Media agency: Mindshare
Media planner: Mindshare
Production company: Not To Scale
Director: National Television
Editor: n/a
Post-production: Not To Scale
Audio Post-production: Hear No Evil
Exposure: National TV


OgilvyOne's new ad for American Express challenges consumers to think of the gifts they would buy themselves if they had a bit more money to play with.

The ad highlights this by creating desirable gifts, such as a drum kit or a digital camera, out of plasticine. A tasty lobster meal and a trip on a rollercoaster are also formed.

Throughout the 30-second spot, the colourful plasticine moves animatedly from one object to the next, while the voiceover states that because of American Express' 5 per cent offer, consumers will have more money left over "to turn into what you want".

Project: See the light
Client: Sarah Lambley, group marketing director, ghd
Brief: Dramatise the fact that ghd has transformed the lives of millions
of women
Creative agency: TBWA\Manchester
Writer: Paolo Carniel
Art director: Kyna Griffiths
Planner: Andrew Hovells
Media agency: MediaVest
Media planner: Rachel Keenan
Production company: HanRAhan
Director: David Edwards
Editor: Andy McGraw
Post-production: The Moving Picture Company
Audio Post-production: Envy, 422 Manchester
Exposure: TV, press, online


The latest ad for ghd - whose "thy will be done" campaign was banned earlier in the year by the Advertising Standards Authority - revisits the tried-and-tested formula of glamorous locations and glamorous women.

Shot in dark sultry colours, the ad depicts attractive, empowered women doing what they want - for example, a woman emptying the contents of a man's briefcase off a bridge. The ad ends with the line: "See the light."

Project: Take a Benylin day
Client: Eleonore Drouler, senior brand manager, Johnston & Johnston OTC
Brief: Break the category conventions (take medicine and soldier into
Creative agency: JWT
Writer: Colin Winn
Art director: Jeff Wilbee
Planner: Jack Perone
Media agency: Carat
Production company: Industry Films
Director: Phil Brown
Exposure: UK and Ireland TV


JWT is encouraging people to "take a Benylin day", with its new TV ad for the cold and flu brand. Set to The Charlatans' track Can't Get Out Of Bed, the ad shows a woman dragging herself to work, despite the fact that she's suffering from flu. Instead of leaving the house though, she "takes a Benylin day", allowing her to be tucked up in bed, reading a book.

A website has been launched where people can get advice on the etiquette of calling in sick, ideas on what to do when at home, and tips on ensuring a speedy recovery.

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