The Work: New Campaigns - UK

Project: Heart, nostrils
Clients: Claire Everett, public health campaign team leader; Nathan
Jones, senior marketing manager; Tim Lennon, marketing manager (drugs,
youth crime); Dominic Mansfield, campaign manager; Chris Neish, senior
campaign manager; Laurence Russ, marketing team leader, Department of
Brief: n/s
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Manning Gottlieb OMD
Production company: Hotspur & Argyle
Director: Big Red Button
Post-production: Munky
Audio Post-production: Factory
Exposure: TV, cinema


Pablo the drug-mule dog is back in the latest campaign for the Department of Health's drug advice service, Frank.

In the first of two spots, the inanimate dog, voiced by Peep Show's David Mitchell, is shown in a bathroom questioning a young man's decision to take cocaine.

"You don't look so good," Pablo says, before asking whether the man should be taking the drug.

The guy's nostrils take umbrage with Pablo's complaints, pointing out that he himself doesn't look great (after being disembowelled and stuffed full of drugs in a previous spot).

His nostrils then start bickering with one another after his left nostril claims he quite fancies the idea of the nasal septum erosion that occurs with cocaine abuse.

The second ad focuses on the heart of someone using cocaine. The organ is seen pumping away, while frantic noises of someone grunting and groaning play out.

Project: Favourites
Client: Jill McDonald, chief marketing officer UK and Northern Europe,
Brief: Celebrate McDonald's iconic food items and remind the British
public of why they love to visit McDonald's, carrying the overall
message: "There's a McDonald's for everyone"
Creative agency: Leo Burnett
Writers/art directors: Tony Malcolm, Guy Moore
Planners: Ian Hilton, Matt Watts
Media agency: OMD
Production company: Moxie Pictures
Director: Neil Gorringe
Exposure: National TV, outdoor, press


McDonald's is claiming universal appeal in its latest TV spot by Leo Burnett, which explains that "there is a McDonald's for everyone".

The two spots feature shots of different types of McDonald's customers, from businessmen to builders, while a narrator delivers a poem about the McDonald's clientele who have popped in for a bite.

The poetic descriptions of the customers include the "gothy types and scoffy types and like their coffee frothy types", the "driving through with hungry crew who just pulled off the A32" and even "cheeky guys with shifty eyes who pilfer someone else's fries", all of whom, according to the ad, "were just passing by" when they decided to eat at the fast-food chain.

Project: Melt together
Client: Abigail Marr, senior brand manager, Haagen-Dazs
Brief: Return Haagen-Dazs to its former status as the intimate adult
Creative agency: TBWA\London
Writer: Graham Cappi
Art director: James Gillham
Planners: Kate Reading, Tom Morton
Media agency: UM
Media planner: Natalie Monbiot
Production company: Independent
Director: Philippe Andre
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV


A ballet provides the setting for TBWA\London's latest work for Haagen-Dazs ice-cream as a couple communicate using just touch, sight and taste.

The spot opens on a ballet; as the camera pans up to the rafters, it reveals a stagehand perched with his girlfriend having treated her to a special view of the production.

He reveals a tub of Haagen-Dazs ice-cream and the two engage in a silent conversation via touch, as the ballet plays out beneath them.

Subtitles allow the viewer to understand the meaning of each display of coy body language, before the lovers finally embrace.

Project: There's Wally
Client: Adrian Baty, marketing manager, PepsiCo
Brief: Encourage mums to evaluate the contents of their children's
drinks and motivate them to try Tropicana Kids by highlighting it has
"nothing to hide" in its ingredients
Creative agency: DDB
Writer: Dave Henderson
Art director: Richard Denney
Planner: Georgie Murray-Burton
Media agency: OMD
Media planners: Brian Cheung, Iain Bignold
Illustrators: Bill Greenwood, Martin Hanford
Exposure: UK print


Fans of the Where's Wally? series will recognise the main character in this DDB ad for Tropicana, except this time the bespectacled walker is slightly easier to find.

In order to promote the 100 per cent natural ingredients in its Tropicana Kids range of drinks, the poster campaign explains that it has "nothing to hide".

To add weight to this claim, Wally, a character who is usually hidden in complex illustrations of crowded scenes, is shown strolling alone on a sandy beach.

Project: Margaret and Mabel
Client: Aunt Bessie's
Brief: Highlight the convenience of Aunt Bessie's products
Creative agency: VCCP
Writer: Matt Lloyd
Art director: Dave Woodall
Planner: George Everett
Media agency: Vizeum
Production company: Another Film Company
Director: Nick Jones
Post-production: Rushes
Audio Post-production: Grand Central Sound Studios
Exposure: TV, press, online, radio


Two nosy old ladies, Margaret and Mabel, are checking up on their new neighbour in this latest work for Aunt Bessie's by VCCP, which won the account this year.

Equipped with binoculars, the curtain-twitchers observe a mother giving her children dinner. Criticising her working-mum lifestyle, and questioning her ability to cater for her children, the ladies are baffled when she serves up Yorkshire puddings. They cannot work out how she had time to make the puddings, and one of them collapses on the floor.

The ad aims to show how Aunt Bessie's products, including roast potatoes, offer a helping hand at dinner time. The new campaign will run across TV, press, online and radio.

Project: Spark something
Clients: Louise Forbes, senior marketing manager UK and Ireland;
Matthias Fichtl, director of global marketing communications; Andrea
Heinrich, manager of global marketing communications, Sony Ericsson
Brief: Create excitement around the brand
Creative agency: Dare
Writer: Steve Whiteley
Art director: Olly Robinson
Planner: Stefano Augello
Media agency: Mediaedge:cia
Production company: Dare
Exposure: Online, digital panels


Dare is hoping to invade the web with thousands of space hoppers as it promotes the mobile phone brand Sony Ericsson.

To support a TV campaign, created by Saatchi & Saatchi and featuring thousands of people entering the city of Barcelona on space hoppers, the online ads drive consumers to, where they can create their own hopper.

The user-created hoppers will then invade the Yahoo! homepages in 17 markets. Twitter users will then be able to "inflate" virtual hoppers by Tweeting the hashtag "pumpt".

Consumers will be invited to suggest uses for the virtual hoppers. The best suggestion will then be filmed and aired on the website.

Project: Sound of war
Clients: Dan Robinson, brand manager; Hayley Holland, director of global
family entertainment, Codemasters
Brief: Show how Operation Flashpoint gets players close to a war
Creative agency: AKQA
Writer: Leo Vladimirsky
Art director: Tom Morhous
Media agency: Target Media
Production company: KOG
Director: Diamond Bullet
Editor: Golden Square
Post-production: Golden Square
Audio Post-production: Grand Central Sound Studios
Exposure: Cinema, TV


AKQA's campaign for Codemasters' war game Operation Flashpoint: Dragon Rising invites players to get "as close to war as you ever want to get".

The 30-second cinema spot features the sound of rapid gunfire and mortar shells, while sporadic flashing figures and words describe the type of artillery and its distance from the viewer. The ad, which ends with real-action footage from the game, aims to demonstrate the importance of sensory awareness.

The campaign will run in cinemas until 19 November, and will also be shown on TV and at military bases in the US, Germany and the Netherlands.

Project: Bedtime story
Client: Fiona Samson, head of strategic marketing, Act on CO2
Brief: Raise awareness of man's role in global warming
Creative agency: Abbott Mead Vickers BBDO
Writers/art directors: Andy Booth, Jim Seath
Media agency: PHD
Production company: Rattling Stick
Director: Steve Cope
Post-production: Framestore CFC
Audio Post-production: Grand Central Sound Studios
Exposure: TV


Abbott Mead Vickers BBDO has unveiled a new spot for the climate change action group Act on CO2.

The hard-hitting campaign is part of a government initiative targeting climate-change sceptics. It informs them that humans are causing global warming and threatening Earth's existence as we know it.

The spot features a man telling his child a bedtime story, but instead of the usual fairytale, the book explains what our world might look like if we don't cut our carbon emissions.

According to research from the Department of Energy and Climate Change, people are more likely to change their habits if they think doing so will help their children.

Project: Aloha welcome pack
Client: Andrew Shelton, marketing director, Virgin Holidays
Brief: Welcome new members to the Frequent Virgin Club
Creative agency: Elvis
Writer: Lindsey Debeer
Art director: Ben Barnes
Planner: Debbie Godfrey
Media agency: Manning Gottlieb OMD
Exposure: Direct mail


Virgin Holidays has embarked on a direct mail campaign welcoming its most loyal customers to the Frequent Virgin Club.

Membership criteria are based on customer spend and booking frequency, and in a bid to make the club seem an exciting and premium prospect, Elvis created a mailer that reflected these brand values.

The front of the pack reads "Aloha!", while the letter inside explains that the recipient has been invited to Virgin's "most exclusive destination" - its frequent-flyers club.

As well as containing a letter detailing the membership benefits, the pack also includes a lei, the Hawaiian garland of flowers.


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