The Work: New Campaigns - UK

VOLKSWAGEN - LIKE A GOLF
Credits
Project: Like a Golf
Clients: Morna Steel, marketing communications manager; Josie Taylor,
communications manager, Volkswagen
Brief: Reinforce perceptions of the Golf as a benchmark in its market
Creative agency: DDB London
Writer: Dylan Harrison
Art director: Feargal Ballance
Planner: Georgia Challis
Media agency: MediaCom
Media Planner: Luke Bozeat
Production company: Academy Films
Director: Seb Edwards
Post-production: Framestore CFC
Exposure: TV

THE LOWDOWN

In an attempt to position the Golf as the best marque in the hatchback car market, Volkswagen has launched a TV ad highlighting how it has become a ubiquitous name referred to in many contexts.

From a witness to a road traffic incident to a woman renting a hire car, the public are seen using the word "Golf" as a descriptor for a hatchback car that isn't actually a Golf.

The spot sees a car rental clerk attempting to placate a disgruntled customer by reminding her that she was promised "a Golf or similar", to which the woman replies: "It's nothing like a Golf."

An opportunistic car salesman is then shown assuring a sceptical buyer that the doors on a dodgy hatchback he's attempting to sell "sound just like a Golf" when they close.

The endline, "Why drive something like a Golf, when you can drive a Golf?", concludes the spot in a bid to show that, with a new starting price of £13,585, it's just as affordable as many of its imitations.

SKY SPORTS - START OF SEASON
Credits
Project: Start of season
Client: David Murdin, director, sports and news marketing, Sky
Brief: Announce the start of the new football season on Sky Sports
Creative agency: Brothers and Sisters
Writers: Andy Fowler, Mark Harris, Barry Skolnick
Art directors: Andy Fowler, Mark Harris, Barry Skolnick
Planner: Matt Boffey
Account director: Paul Mitcheson
Media agency: MediaCom
Media Planner: Rob Birch
Production company: Brothers and Sisters
Directors: Mark Harris, Barry Skolnick
Post-production: Framestore CFC
Audio post-production: 750mph
Exposure: Sky, terrestrial networks, outdoor, press, online

THE LOWDOWN

By getting under the skin of the football fan, Sky Sports is hoping its latest TV campaign, created by Brothers and Sisters, will help promote the broadcaster as a football fan itself.

Building on the strapline "We know how you feel about it, because we feel the same", the campaign follows a number of fans, from female builders to aspiring footballers, as they describe just what it means to be a football fan.

"Some of you travel great distances," one man explains, while an ageing rocker says: "Some of you may not be there all the time but keep the faith nevertheless."

Press, outdoor and online activity supports the campaign.

CHANNEL 4 - JAMIE'S AMERICAN ROAD TRIP
Credits
Project: Jamie's American Road Trip
Clients: James Walker, marketing manager, Penguin; Elizabeth Smith,
marketing director, Channel 4
Brief: Promote the new Channel 4 Jamie Oliver series Jamie's American
Road Trip and the Penguin book Jamie's America
Creative agency: 4Creative
Writers: Joseph Ernst, Alex Boutell
Art director: Joseph Ernst
Media agency: n/a
Production company: 4Creative
Directors: Brett Foraker, Tom Tagholm, Alex Boutell
Post-production: The Moving Picture Company
Audio post-production: Rich Martin
Exposure: TV

THE LOWDOWN

4Creative has released a TV trail for the latest Jamie Oliver series Jamie's American Road Trip, which features the TV chef dressed as members of the Village People.

Accompanied by the Village People track Go West, the ad sees Oliver encountering a number of problems at Heathrow airport on his return from his American adventure.

Dressed as a cowboy, Oliver is seen checking in a horse, while a customs official takes umbrage with the leather-clad chef's cargo of Pacific sea salt.

To tie in with the series, Penguin Books is launching a recipe book called Jamie's America.

TALKTALK - BRITAIN'S BRIGHTER PHONE AND BROADBAND COMPANY
Credits
Project: Britain's brighter phone and broadband company
Client: Olivia Streatfeild, marketing director, TalkTalk
Brief: Relaunch TalkTalk as the brighter phone and broadband company
Creative agency: CHI & Partners
Writer: n/a
Art director: n/s
Planner: Kath Hipwell
Media agency: MCHI
Media Planner: Simon Fuller
Production company: Blink Productions
Director: Noah Harris
Post-production: Glassworks
Exposure: Online, TV

THE LOWDOWN

CHI & Partners has devised an integrated digital and TV campaign promoting TalkTalk and its sponsorship of The X Factor 2009.

Positioning the brand as the "brighter phone and broadband company", the campaign encourages viewers to create light graffiti using webcam software hosted at www.talktalk.co.uk/xfactor.

By standing in a darkened room and holding up a light source, such as a mobile phone, to their webcam, users can film themselves creating shapes and pictures.

The best examples of these "bright dances" will be used in a series of ident sponsorship bumpers, airing during ITV's coverage of The X Factor 2009.

VISIT SWEDEN - DAVE GOES TO SKANE
Credits
Project: Dave goes to Skane
Client: Maria Johansson, marketing manager, Visit Sweden
Brief: Increase awareness of Skane, a region in Southern Sweden, to
young UK professionals who are seeking something different to your
average short break
Creative agency: Glue London
Writer: Lewis Raven
Art director: Adam King
Planner: Michaeljon Alexander-Scott
Media agency: n/a
Production company: 12foot6
Director: 12foot6
Exposure: Online

THE LOWDOWN

A lairy, slightly xenophobic British cartoon character called Dave stars in a new viral campaign promoting the delights of Skane, a region in Southern Sweden.

Dave, voiced by The Fast Show's Simon Day, is seen travelling around different areas of Skane making disparaging and yobbish remarks about everything he sees. In order to position the country as the ideal destination for young professionals seeking an alternative from the usual mini-break destination, the tranquil images of beautiful scenery contrast starkly with Dave's outbursts.

Each of the films, which are being seeded on social networks and YouTube, drive viewers to the website www.visitsweden.com/davegoestoskane.

ESPN - ESPN UK CHANNEL LAUNCH
Credits
Project: ESPN UK channel launch
Client: Mike McKibbin, group marketing director, ESPN EMEA
Brief: Launch the Barclays Premier League on ESPN
Creative agency: Wieden & Kennedy Amsterdam
Writer: Lee Hempstock
Art director: Chris Landy
Planner: Dan Hill
Media agency: Carat
Media Planner: Catherine Pronzato
Production company: Hungryman UK
Director: Samuel Christopher
Editor: Adam Marshall
Post-production: Glassworks Amsterdam
Exposure: TV, outdoor, press

THE LOWDOWN

ESPN has released a TV spot promoting its coverage of the Barclays Premier League, created by Wieden & Kennedy Amsterdam.

The spot supports a previously launched print and outdoor campaign, and features shots of football fans, their memorabilia-bedecked homes and humble surroundings.

While images of deserted stands, half-time pies, suburban pubs and trophy cabinets play out, a voiceover delivers a pledge to the Barclays Premier League, promising to "live, breathe and sweat football", before the strapline, "it's great to be here", concludes the 60-second ad.

LEXUS - WHY COMPROMISE WHEN YOU CAN CUSTOMISE?
Credits
Project: Why compromise when you can customise?
Client: Julian Lea, national marketing manager, Lexus
Brief: Direct and digital acquisition campaign to promote two new
upgrade offers on the Lexus IS SE-I model
Creative agency: Kitcatt Nohr Alexander Shaw
Writers: Simon Robinson, Simon Martin
Art director: Jamie Tierney
Planner: David Yates
Media agency: n/a
Designer: Andy Edwards
Exposure: Personalised direct mail activity, online advertising, e-mail
marketing

THE LOWDOWN

Taking its inspiration from carpet swatches, this latest direct marketing campaign for the Lexus IS marque seeks to promote the car's high specification and customisation options.

Devised by Kitcatt Nohr Alexander Shaw, the mailpack includes a colour insert in the style of material samples that swivel out to reveal several different coloured cut-outs of the Lexus IS.

Text on the front of the pack asks: "Why compromise when you can customise?"

An e-mail campaign supports the mail drive by featuring a number of the free upgrade offers, such as metallic paint and 18-inch alloy wheels.

DAVE - RED BULL X-FIGHTERS 2009
Credits
Project: Red Bull X-Fighters 2009
Client: Julia Restall, marketing manager, UKTV
Brief: Promote the second fully funded series of Red Bull X-Fighters on
Dave
Creative agency: Red Bee Media
Writer: Sean Fenelon
Art director: n/s
Media agency: n/a
Post-production: David Whatley
Director: Sean Fenelon
Audio post-production: Jon Hall
Exposure: Dave

THE LOWDOWN

Motocross riders perform acrobatic mid-air stunts in this latest spot promoting Dave's coverage of the Red Bull X-Fighters tournament.

The campaign, created by Red Bee Media, begins by showing shots of the riders performing their stunts.

However, shortly after they've taken off from the ramp, their bikes magically disappear and the riders are left displaying their gymnastic skills without their vehicles.

A voiceover ends the ad saying: "Bikes optional."

HAMELIN PAPERBRANDS - THE WIND
Credits
Project: The wind
Client: Gerard O'Mahony, marketing director, Hamelin Paperbrands
Brief: Launch Oxford as the premier notebook range for students in the
UK
Creative agency: Momentum UK
Writer: Steven Jenkinson
Art directors: Dave Lambert, Mark Atherton
Media agency: n/s
Production company: Tobago
Director: Eric Delmotte
Exposure: TV

THE LOWDOWN

Hamelin Paperbrands is launching its new range of Oxford notebooks with a TV campaign encouraging students to bring their thoughts to life.

The spot, created by Momentum UK, sees a young girl's fantasies become reality as she writes them in their notebook. She is seen walking into a nightclub and eyeing up another student in a lecture hall.

A voiceover then explains how the paper is ideal for students, given the fact that you can write on both sides of it.

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