The Work: New Campaigns - UK

BUDWEISER - LYRICS
CREDITS
Project: Lyrics
Client: Garbhan O'Bric, head of marketing communications, Diageo
Ireland, Budweiser
Brief: Budweiser. Unite
Creative agency: DDB London
Writer: Dave Henderson
Art director: Richard Denney
Planner: James Broomfield
Media agency: Initiative
Media planners: Jenny Byrne, Tracy-Ann Goodwin
Production company: Gorgeous
Director: Chris Palmer
Exposure: TV, online

THE LOWDOWN

DDB London's latest campaign for Budweiser is shot from a moving train carriage as it travels through Chicago.

Shot to The Hours' remix of All Together Now by The Beatles, the ad shows people in the city coming together to count numbers and spell out the letters of the alphabet and, finally, sing "all together now" in time with the track.

As the train travels past rooftops and pavements, a 12-piece marching band, a trampolining bee, eight umbrella technicians and an inflatable panda perform.

It begins with a man playing his guitar on a fire escape at the back of a building and ends with a shot of people gathering next to a wall painted with the Budweiser logo.

The campaign will break in the UK and Ireland across Sky TV channels.

LG - LG TOUCH PHONE
CREDITS
Project: LG Touch Phone
Client: Jeremy Newing, head of mobile marketing, LG
Brief: Build a long-term partnership between LG and Channel 4 that
engages 16- to 24-year-olds in a fresh, upbeat and modern way
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers/art directors: Tim McNaughton, Freddy Mandy
Planners: Simon McCarthy, Lucy Hurst
Media agency: Mindshare
Media planner: Dan Coleman
Production company: Hungry Man
Director: Scott Vincent
Editor: The Whitehouse
Post-production: The Mill
Audio Post-production: Yellow Boat, Factory
Exposure: TV

THE LOWDOWN

Rainey Kelly Campbell Roalfe/Y&R has launched a series of sponsorship idents for LG, which intertwine the everyday with a bit of soul.

The idents, which will run on Channel 4 and E4, feature a soul singer narrating everyday scenarios, unbeknown to the characters in which he shares the various settings, but focusing on the features of the LG Touch Phones.

Targeting 16- to 24-year-olds, one of the 28 idents shows a couple sitting in a kitchen with a phone, while the singer observes: "He's some kinda Casanova, a bona fide no-one, he knows handwriting recognition technology can be a real turn on."

Other lyrics include: "Immortalise this luncheon, with your camera function." And: "If you want to find a new ring tone, at least wait until you're alone."

PIMM'S - THE CALL UP
CREDITS
Project: The call up
Clients: Kshitij Desai, senior brand manager; Georgina Meadows-Smith,
brand director, Diageo
Brief: Show how the Pimm's jug adds sociability to the average British
summer events
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: n/a
Media agency: Carat
Media planner: Michael Rhodes
Production company: MJZ
Director: Tom Kuntz
Editor: Steve Gandolfi
Post-production: Tom Harding, The Moving Picture Company London
Audio Post-production: Factory
Exposure: UK TV

THE LOWDOWN

Pimm's has ditched the posh character Harry in favour of a group of eccentric individuals in its new spot by Mother.

The group, who are all named after the different ingredients that make up the drink, gather together and stride through the streets to a garden party.

The ad begins with an elderly man, known as "Pimm's No 1", who is followed by a builder, aka "Jug", three roller-skating girls, called "le" "mon" "ade", and other characters for ice, cucumber, orange, strawberry and mint.

When the group reaches the garden party, Pimm's No 1 looks at his watch as the gates open. It ends with the line: "It's Pimm's o'clock."

WEETABIX - WEETABIX CHOCOLATE MINIS
CREDITS
Project: Weetabix Chocolate Minis
Client: Sally Abbott, marketing director, Weetabix
Brief: Weetabix Minis are no ordinary chocolate cereal; while they're
fun and tasty, they're also packed full of the wholegrain goodness of
Weetabix, making them a product that will appeal to mum and kids alike
Creative agency: WCRS
Writer: Thom Glover
Art director: Eoin McLaughlin
Planner: Isabel Maitland
Media agency: Walker Media
Media planner: n/s
Production company: Stink
Director: Brian Lee-Hughes
Editor: Spencer Ferszt, Marshall Street Editors
Post-production: Golden Square Post Production
Audio Post-production: Arge, Envy
Exposure: TV

THE LOWDOWN

A tour around Weetabix Minis' mini factory ends in disaster when Nigel, the chief minimiser, is shrunk by accident.

The TV spot, created by WCRS, follows the managing director as he herds a tour group around the mini factory to watch how normal-sized Weetabix are loaded with chocolate chips and shrunk to bite-size chunks.

After Nigel is accidentally zapped with the minimiser ray-gun, a voice on the loudspeaker says: "Please help us find Nigel at findnigel.com."

The ad, aimed at seven- to 11-year-olds, is supported by the website, where children can search for Nigel in a 3D, photo-real factory against the clock. The game was created by the digital creative agency Skive.

TANGO - TANGO WITH ADDED TANGO
CREDITS
Project: Tango with added Tango
Client: Sally Symes, senior brand manager, Tango, Britvic
Brief: Launch "Tango with added Tango", the new and bigger can
Creative agency: Bartle Bogle Hegarty
Writer: Wesley Hawes
Art director: Gary McCreadie
Planners: Rob Ward, Darius Karbassioun
Media agency: Mindshare
Media planner: n/s
Exposure: Press, poster, Facebook

THE LOWDOWN

Bartle Bogle Hegarty has launched new print work for Tango off the back of the "save Tango" campaign.

To celebrate the success of Tango's rebirth, it is launching a new 440ml Tango can, giving fans 110ml extra. It is supported by a print campaign, which warns of the weird and wonderful side effects that result from drinking too much Tango. The press and poster executions feature lines such as: "Too much Tango made me shave my nan. Innit."

The campaign is supported by a Facebook application called "Tango Head Masher 3,000", which urges users to mash up the faces of themselves and their friends.

CURRYS - WE CAN HELP
CREDITS
Project: We can help
Client: Katie Bickerstaffe, director of human resources, marketing and
property, Currys
Brief: Reposition the brand to a service positioning underpinned by good
prices by bringing to life Curry's broad range of services in a humorous
way
Creative agency: M&C Saatchi
Writer: n/s
Planner: Neil Godber
Media agency: Walker
Media planner: Graham Fisher
Production company: Moxie
Director: James Griffiths
Post-production: The Moving Picture Company
Audio Post-production: Zoo
Exposure: The Simpsons sponsorship on Sky 1, Sky2 and Sky HD

THE LOWDOWN

M&C Saatchi has created a series of idents for Currys, which focuses on three areas of the business: next day delivery, free recycling and three-hour time slots.

The idents, which sponsor The Simpsons, aim to show consumers that Currys is trying to help them recycle and buy goods with ease.

The free recycling idents feature a series of scenarios where people try to recycle, but run into problems when they try to fit a fridge into a car or transport goods to the dump.

The next-day delivery idents promote Currys goods by showing how people survive without a dishwasher or TV. One shows a dog cleaning a plate and the other shows a man jumping over a fence to watch the TV through his neighbour's window.

VOLKSWAGEN - VERY COMMERCIAL VEHICLES
CREDITS
Project: Very commercial vehicles
Clients: Steve Reynolds, head of marketing; Mark Hopkins, marketing
communications manager, Volkswagen Commercial Vehicles
Brief: Establish a positioning that not only transforms the brand but
the business of selling commercial vehicles
Creative agency: Iris
Writer: Kevin Exley
Art director: Simon Mannion
Planner: Paul Gage
Media agency: MediaCom
Media planner: Louise Willmott
Exposure: Press, digital, retail, radio

THE LOWDOWN

Volkswagen Commercial Vehicles has replaced its brand strapline "let's go to work" with "very commercial vehicles" in a new integrated campaign created by Iris.

The print executions focus on the commercial strength of Volkswagen vans by highlighting the benefits of the different models.

One ad features a Volkswagen Transporter and the text "allow us to load it for you". While another lists facts about what the "hard-working" vehicle can do for its owner, such as drive 700 miles on one tank of fuel.

Each execution includes the new strapline where the "very" is handwritten. The campaign will run across national press, digital and in-store as well as radio, which will feature the actor Ray Winstone.

HEATHROW - BRAND HEATHROW
CREDITS
Project: Brand Heathrow
Clients: Nick Adderley, marketing and insight director; Justin Baines,
head of marketing, Heathrow
Brief: Raise awareness of the positive passenger benefits of using
Heathrow
Creative agency: Masius London
Writer: Richard Carman
Art director: Ian Otway
Planner: Derick Walker
Media agency: Carat
Exposure: Posters, digital escalator panels, press

THE LOWDOWN

Heathrow Airport has launched a new ad campaign revealing a new brand identity with the tagline: "Making every journey better."

The ad, by Masius London and running on posters, digital and press, focuses on tender moments at airports.

One execution depicts a couple reunited after a journey with the line: "180 direct worldwide connections. So you can make the one that matters."

SPECSAVERS - HARRISON - ONLINE VIDEO BANNERS
CREDITS
Project: Harrison - online video banners
Client: Richard Holmes, marketing director, Specsavers
Brief: Promote the Specsavers value message online
Creative agency: Specsavers Creative
Writer: Jon Crocker
Art director: Mark de la Rue
Planner: Sarah Taylor
Media agency: I-level
Media planner: Oliver Bath
Exposure: Websites that reflect the full range of Specsavers' 20- to
70-year-old target market

THE LOWDOWN

Specsavers' latest campaign features Harrison, who works for its arch-rival competitor with a mission to destroy the company's advertising because the deals are too good.

Harrison, who featured in Specsavers' last TV campaign, stars in different slapstick scenarios as he tries to remove the banner ads from their online space. Specsavers Creative created the ads in-house.

In one of the banners, Harrison tries to remove the ad by pulling it out of its slot. But, as he walks off with it in his arms, he is flung up in the air and lands flat on his face. The spot ends with the text: "Glasses from £25. So good, someone doesn't want you to know about it."

Topics