The Work: New Campaigns - UK

Project: Coins
Clients: Peter Duffy, head of marketing; James Millett, national
communications manager, Audi
Brief: Bring to life Audi's Vorsprung durch Technik philosophy by
showcasing Audi's unique Recuperation technology. Energy created during
braking is saved and then used when required to recharge the car's
Creative agency: Bartle Bogle Hegarty
Writer: Adi Birkinshaw
Art director: Paul Yull
Planner: Ed Booty
Media agency: MediaCom
Media planner: Dan Whitmarsh
Production company: The Mill
Director: Russell Tickner
Editor: The Mill
Post-production: The Mill
Audio Post-production: Factory
Exposure: TV


Bartle Bogle Hegarty is following up its recent "injection" film for Audi, featuring a series of needles, with a new spot that uses coins as a visual metaphor for its Recuperation technology, which recycles brake energy to make the cars more efficient.

The ad, directed by Russell Tickner, shows a number of coins spinning fast before slowing and resting face down on a white surface.

Suddenly, the coins begin spinning again, gaining pace so that they are once again revolving in an upright position. By shooting 35mm macro stills of spinning coins, and using 3D code to produce an animation, the production company The Mill was able to create a photo-real image of the coins revolving.

Project: Drench juicy
Client: Cameron Davidson, brand director, Drench
Brief: Demonstrate the benefit of staying mentally hydrated to launch
Drench juicy spring water
Creative agency: CHI & Partners
Writer/art director: Ewan Paterson
Planner: Ben Southgate
Media agency: n/s
Media planner: n/s
Production company: Gorgeous
Director: Peter Thwaites
Editor: Neil Smith, Work
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV, online


CHI & Partners has created the follow-up ad to its award-winning "Brains" spot for Drench.

Instead of a dancing puppet, this ad sees a man attempting to rodeo-ride a pheasant in a bid to show how the drink helps you "stay on top of your game".

The action opens on a cowboy mounting a mystery bucking-beast, which remains out of shot until the gates are finally flung open to reveal the man's avian chariot.

The cowboy then attempts to ride the untamed creature as it kicks and jumps around. When he appears to be flagging, he's tossed a Drench from the sidelines, enabling him to take on the bird once again, to the sound of the 1989 hit Ride On Time by Black Box.

As well as running on TV, the ad will be seeded on its own YouTube channel, StayOnTopOfYourGame.

Project: HSBC Lions idents
Clients: Heather McCracken, group brand communications manager, HSBC
Group; Giles Morgan, group head of sponsorship, HSBC Holdings
Brief: Engage rugby fans through HSBC's support of the British and Irish
Creative agency: JWT London
Writer: Laurence Quinn
Art director: Mark Norcutt
Planner: Richard Cottingham
Media agency: Mindshare
Media planner: Jane Riley
Production company: Outsider
Directors: Dom & Nic
Editor: Final Cut
Audio Post-production: Wave Studios
Exposure: Sky Sports


Some of the top rugby players from the Lions tour are taking on a wild coaching challenge in a new series of idents.

The campaign, which promotes HSBC's sponsorship of the British and Irish Lions 2009 tour, is set in the location of the sporting event, South Africa.

The idents see rugby greats such as Gareth Edwards, Gavin Hastings, Jason Robinson, Brian O'Driscoll and Ian McGeechan superimposed into the South African outback, attempting to coach packs of lions.

O'Driscoll is shown giving a lioness tips on how to tackle her prey in a couple of the spots, while Robinson is seen shouting "use your feet" at a lion racing through the bush in another.

Project: Seek out something different
Clients: Fiona Hope, marketing director; John Sharples, marketing
manager, Greene King Brewing Co
Brief: Communicate the pleasantly distinctive character of Old Speckled
Hen via sponsorship of primetime on Dave
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Nick Bird
Art director: Lee Smith
Planner: Oliver Waterstone
Media agency: MediaCom
Media planner: Duncan Snowden
Production company: RSA Films
Director: Mark Nunneley
Editor: Mark Nunneley
Post-production: Finish
Audio Post-production: Aquarium
Exposure: Dave TV, online


Miles Calcraft Briginshaw Duffy is launching a series of idents for Old Speckled Hen - its first work on the brand since picking up the account in April.

The idents, which highlight Old Speckled Hen's sponsorship of primetime programming on Dave, concentrate on a frustrated fox's search for the ale.

Each execution sees the fox hunting for the "hen", discovering a series of oddball characters on the way.

In one execution, the fox stumbles upon a man juggling eggs with his mouth, while another shows the inquisitive fox watching a contortionist play pool.

"It's different, but it's not a hen," the fox exclaims when he finds these characters, before successfully spotting the drink in the last of the executions.

Project: BP Ultimate takes you further
Clients: Nicola Buck, brand manager; Vincent Couffon, brand manager;
Lisa Gardiner, assistant brand manager, BP
Brief: Show how BP's developed its Ultimate fuel so it cleans your
engine, making it more efficient
Creative agency: Ogilvy London
Writers/art directors: Alan Morrice, Paul Diver
Planners: Rupert Price, Tim Jones
Media agency: Mindshare Worldwide
Media planner: Charles Young
Production company: Aardman
Director: Greg Gray
Editor: Deliverance, South Africa
Post-production: Black Ginger, South Africa
Exposure: TV, radio, print, point of sale, digital


BP is promoting the engine-cleaning properties of its fuel in a new TV spot by Ogilvy London.

The ad, which sees a group of people carry an unsuspecting driver - vehicle and all - to his location, aims to emphasise how its Ultimate fuel can clean a car's engine and, therefore, make it more efficient.

The action opens on a group of people surrounding a man's vehicle and then hoisting it on to their shoulders like pall-bearers, before carrying it through the city.

Text, explaining how the fuel can help your car go 28 miles further, ends the spot.

This message is carried through into the press executions, which mirror the imagery of the ad.

An animated digital campaign, co-created by Aardman, supports the activity.

Project: Tough standards, tender results
Client: Jane Ritchie-Smith, consumer marketing manager, EBLEX
Brief: Make the Quality Standard label famous for being the only
guarantee of taste quality
Creative agency: TBWA\London
Writers: Craig Ainsley, Fernando Perottoni
Art directors: Craig Ainsley, Fernando Perottoni
Planner: Simon Law
Media agency: OMD
Media planner: Ben Fox
Photographer: Patrice De Villiers
Photographer's agency Carolyn Trayler Agency
Retouching: company TBWA\London
Exposure: Print, online


TBWA\London has created its first campaign for the English Beef & Lamb Executive since it secured the advertising account in February.

Gone are "Beefy and Lamby"; instead, the agency has produced a campaign that highlights just how serious the body is about its quality standard by integrating office equipment into foody settings.

One execution depicts a plate of gastronomically desirable lamb cutlets; however, on closer inspection, the plate is actually a clipboard.

Text above the images reads: "People say we should lighten up. But if we did, it might spoil your dinner."

Another ad shows a barbecue, but instead of a stand, the grill is resting on a filing cabinet.

Project: Heatworld magazine
Client: Victoria Walker, group marketing manager, Bauer
Brief: Develop an integrated campaign to promote the launch of Heatworld
Creative agency: Rapier
Writer: Liz Franklin
Art director: Rob Ferrara
Planner: Bill Griffin
Media agency: n/a
Media planner: n/a
Exposure: Press


Rapier has created a new press campaign for Heat magazine aiming to generate interest among the youth audience.

The ads feature a continuous spiral of wacky and unique objects to promote the free monthly supplement Heatworld as being a magazine "full of amazingness".

Images from "animal bridesmaids" to a "leopard-print teapot" feature in the ads, each relating to stories covered in the magazine.

The press campaign is supported by TV and radio executions.

Project: Essential Waitrose
Client: Neil Stead, marketing manager (direct marketing), Waitrose
Brief: Promote the newly launched essential Waitrose range and help
reposition Waitrose as offering the everyday and affordable, as opposed
to just being somewhere to shop for special occasions
Creative agency: Kitcatt Nohr Alexander Shaw
Writers: Paul Kitcatt, Kate Flather
Art director: Philip Keevill
Planner: Chris Ridd
Exposure: DM


Waitrose is trying to convince consumers that "every day can be a Waitrose day" with a DM campaign created by Kitcatt Nohr Alexander Shaw.

The pack aims to promote the supermarket's new and more affordable "essential Waitrose" range in a bid to attract shoppers after basic food supplies rather than extravagant ingredients for special occasions.

The leaflet opens out to reveal a weekly menu of dishes from chicken kebabs with roasted red onions to a meal of fish for four, all of which use products from the essentials range.

Money-off coupons are also included in the pack.

Project: Wake up your make-up
Client: Barry M Cosmetics
Brief: Advertise its broad range of colour cosmetics (up to 300) in its
first-ever TV commercial
Creative agency: The Teds
Writer: Matthew Sweetapple
Art director: Morgan Howell
Media agency: Arm Direct
Media planner: n/s
Production company: Gloss Media
Director: Peter Clapperton
Post-production: Unit
Exposure: TV


In the first-ever TV ad for Barry M Cosmetics, the creative agency The Teds has come up with a campaign that showcases its diverse selection of colour palettes and products.

A girl clad in a little black dress and holding a guitar is the focus of the TV spot. Each strum on the guitar generates a swirl of 3D colour, stimulating her make-up and nail polish to also change.

Gloss Media worked together with the post-production company Unit to composite the 3D colour graphical animation in the ad.

Project: Twisted
Client: Phil Rumbol, director of marketing, Cadbury
Brief: Give Twisted a more adult persona than its playful Creme Egg
Creative agency: Saatchi & Saatchi
Writers: Paul Silburn, Rob Potts
Art directors: Lovisa Almgren, Andy Jex
Planner: Richard Huntingdon
Media agency: PHD
Media planner: Charlotte Bristow
Exposure: Print, outdoor


In its second campaign for Cadbury since winning the account, Saatchi & Saatchi has launched a nationwide outdoor campaign to promote Cadbury's Twisted, its Creme Egg goo-filled chocolate bar.

Under the new strapline, "Goo on the loose", Twisted bars are shown in a range of precarious situations that reflect their "wild child" status within the Creme Egg family.

Images show the bars in life-size form being thrown into the back of a police van and wrestled to the ground in a shopping centre and at a football match.

Project: New E-Class
Client: Richard Payne, marketing communications manager, Mercedes-Benz
Brief: Develop an integrated campaign to launch the new Mercedes-Benz
Creative agency: Weapon7
Writer: James Rose
Art director: Anthony McGinty
Planner: Mark Brown
Media agency: Maxus
Media planners: Lousie Reid, Milly Newman
Production company: Glassworks
Exposure: Online, DM, CRM


Weapon7 has created an integrated campaign to promote the launch of the new Mercedes E-Class saloon and coupe ranges.

The campaign centres on a microsite,, which features an enormous blinking eye and various descriptive words about the new Mercedes range, which is on sale from June.

The eye acts as a linking device to the various features unique to the E-Class.

Direct, point of sale and customer relationship marketing elements, also created by Weapon7, and a TV, press and poster campaign, by Abbott Mead Vickers BBDO, all drive consumers to the site.