The Work: New Campaigns - UK

Project: It's odds on for Weetabix
Client: Sally Abbott, marketing director, Weetabix
Brief: Reinvent the famous Weetabix campaigns of years gone by and
promise an energy-giving breakfast that more than sets you up for the
Creative agency: WCRS
Writer: Larry Seftel
Art director: Dave Day
Planner: Giselle Okin
Media agency/planner: Walker Media
Production company: Rattling Stick
Director: Ringan Ledwidge
Editor: Rich Orrick, Work
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV


Weetabix is telling the story of a plucky jockey triumphing against adversity in a 90-second TV ad created by WCRS.

The spot begins with a group of horses lining up for a race. With a packed crowd watching with bated breath, disaster strikes for the protagonist when he falls at the first fence.

As the jockey struggles to his feet, his steed urges him to go on and finish the race on foot.

Against the odds, the jockey takes off, jumps every fence and catches up with the pack. To the delight of the crowd, he takes the lead on the home straight and narrowly wins the race.

The humorous spot ends with a shot of the celebrating jockey, accompanied by the strapline: "Someone's had their Weetabix."

Project: Spark something
Clients: Matthias Fichtl, director of global marketing communications;
Andrea Heinrich, manager of global marketing communications, Sony
Brief: Generate excitement among consumers about the launch of Sony
Ericsson's Satio handset
Creative agency: Saatchi & Saatchi
Writer: Andy Greenaway
Art director: Eddie Wong
Planner: n/s
Media agency/planner Mediaedge:cia
Production company: Play Films
Director: Tony Petrossian
Post-production: Blackmagic Design
Exposure: TV, online, press


As part of the "spark something" campaign, Saatchi & Saatchi has released a spot to promote Sony Ericsson's latest mobile phone model, the Satio.

A girl captures the "space hopper invasion" on her Satio using its 12-megapixel camera and touchscreen. She sends high-quality picture messages to her friends to give them real-time updates on the action.

The spot drives viewers to search "spark something" online and demonstrates the various applications available on the new phone, including Twitter and Facebook.

Project: Snickers CCTV
Client: Snickers
Brief: Build upon the successful "get some nuts" campaign
Creative agency: Abbott Mead Vickers BBDO
Writer: Prabs Wignarajah
Art director: Jez Tribe
Planner: Alex Lewis
Media agency: Mediacom
Media planner: Rebecca Parrott
Production company: 2AM
Directors: Joel & Jamie
Post-production: The Mill
Audio Post-production: Jungle
Exposure: Online


Mr T is giving more young men ceremonious dressing-downs through a viral campaign created by Abbott Mead Vickers BBDO.

A series of short films shows The A-Team star keeping a watchful eye over the conduct of the British public through a set of CCTV cameras.

When someone is inconsiderate, by not giving up a seat to an elderly lady at a bus stop or neglecting to help someone pick up the shopping that they've dropped, he gives them a major dressing-down, and calls on them to "grow some nuts".

The footage will appear on, and the site will also feature a "shop your mate" competition, which allows users to upload similar footage of their friends committing unmanly acts to win prizes.

Project: Pro Evolution Soccer 2010
Client: Martin Schneider, European marketing director, Konami
Brief: Produce a TV commercial promoting the latest Pro Evolution Soccer
2010 game featuring four of the world's greatest football players
Creative agency: Frontroom
Writer: Hamish Armstrong
Art director: Richard McAuliffe
Planner: Gareth Kane
Media agency/planner: Target Media
Production company: Gloss Media
Director: Rob Kaplan
Post-production: Unit
Exposure: TV, online


Some of the world's top footballers, including Lionel Messi and Fernando Torres, have lined up to star in the latest TV ad for Sega's Pro Evolution Soccer 2010 game.

The spot, created by Frontroom and directed by Rob Kaplan, features slow-motion shots of the footballers displaying their skills, which are then interspersed with footage from the latest game.

An online campaign will support the TV work, where users will be able to view clips of the new game.

Pro Evolution Soccer 2010 will be released on Sony's PlayStation 2, PlayStation 3 and PSP, as well as on the Xbox 360 and Nintendo Wii.

Project: Family Supercooks idents
Clients: Kate Frankum, head of marketing; James Brandon, acting head of
communications, Food Standards Agency
Brief: Promote healthier eating among families in the UK
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Mike Boles
Art director: Jerry Hollens
Planner: Emily James
Media agency: n/a
Production company: Coy!
Director: Mark Denton
Post-production: The Moving Picture Company
Audio Post-production: Sam Robson, Factory
Exposure: Family Supercooks idents


The Food Standards Agency is promoting healthier eating among UK families through a new series of idents created by Rainey Kelly Campbell Roalfe/Y&R.

A variety of 16 different idents will precede the programme Family Supercooks, a new cooking show on UKTV's Good Food channel, starring the celebrity chefs Paul Merrett and Amanda Lamb.

The humorous spots will offer consumers advice on how to eat more healthily without having to cut out their favourite foods.

The work is the first that RKCR/Y&R has created for the organisation since winning the business in June.

Project: My 2010 Legacy
Client: Kenyon Neads, marketing director, Subaru
Brief: Create a buzz around the launch of the new Subaru Legacy by
promoting its unique engineering credentials
Creative agency: CST
Writer: Dave Trott
Art director: Gordon Smith
Planner: Murray Chick
Media agency/planner: Brilliant
Production company: Streetlight Films
Director: Nigel Simpkiss
Post-production: Prime Focus
Audio Post-production: Prime Focus
Exposure: TV, press


Subaru is championing the fact that its new Legacy model is "unlike all other cars" in an integrated campaign.

The TV ad, which is CST's first work since winning the business in August, features a Subaru driving along some of Britain's most challenging roads.

The car appears to tackle these challenges comfortably, which, as the ad explains, is because the Legacy has the world's only boxer diesel engine.

The TV spots will run for a six-week period and will be supported by four press executions.

Project: All your mates in one place
Clients: Charlie Smith, head of brand marketing; Fiona Mayo, consumer
marketing communications; Angela Porter, brand and communications
manager, Vodafone
Brief: Promote the launch of the new Vodafone 360 service
Creative agency: Dare
Writer: Sean Vrabel
Art director: Stuart Woodall
Planner: Jonathan Cheek
Media agency: Carat
Media planner: Carat
Designers: Ron Siemerink, Shaun Ramsey
Exposure: Online, ambient, viral


Vodafone has created 1,400 branded circles on streets across the UK as part of a campaign to promote its new Vodafone 360 service.

Devised by Dare, the ambient campaign encourages consumers to invite as many friends as they can to stand in and around one of the circles. The team with the most people in one place wins a £36,000 experience of a lifetime prize.

There will also be daily prizes of £360 for the most people in a circle and the most creative entry that day.

A microsite has been set up to raise awareness of the contest, which will also be promoted through social network sites and a viral starring Lewis Hamilton and members of the England cricket team.

Project: Together, lists
Client: Nicola Brown, advertising manager, Argos
Brief: Persuade the public that Argos is the best place to get the gifts
they really want this Christmas
Creative agency: CHI & Partners
Writer: Clark Edwards
Art director: Nick Pringle
Planner: Sarah Clark
Media agency: Mindshare
Media planner: Steve Henderson
Production company: Partizan
Director: Traktor
Post-production: The Moving Picture Company
Audio Post-production: Jungle
Exposure: TV, online, press, radio


Argos is inviting people to "celebrate Christmas for less" in its festive campaign created by CHI & Partners.

The ad portrays all the quirks that make a British family Christmas special, such as dad failing to fit an oversized turkey into the oven, the ultra-competitive card games and the hilarity of the jokes found in Christmas crackers.

A voiceover explains that with so much going on at Christmas, Argos will be there to help take away the stress of buying presents, so everyone else can concentrate on having a good time.

Fifty-second and 30-second versions of the ad will run throughout the festive period, supported by online, press and radio campaigns.

Project: Innocent kids' magnets
Clients: Thomas Delabriere, marketing director; Annika Lewis, PR
manager; Ted Hunt, digital manager, Innocent
Brief: Create a microsite as the home of the on-pack and PR promotion
for kids' magnets
Creative agency: Soup Digital
Writer: Ceri Bennett
Art director: Pete Starkey
Planner: n/s
Media agency: n/a
Designer: Si Coupe
Exposure: Online


Francesca Simon, the author of the Horrid Henry books, has written the opening line of 26 different stories as part of a digital campaign for Innocent.

Created by Soup, the campaign is aimed at young children and uses a game of online consequences, where participants are given the opportunity to submit what they think should be the next line in each of Simon's stories.

Each day, the best line will be added to the tale, and then the competition starts all over again.

To support the campaign, special fridge magnets will be available in promotional packs of Innocent Smoothies for Kids, which will drive consumers to the specially created website.

Project: The Aga season
Clients: Eileen Slattery, marketing director; Richard Eagleton, group
marketing director, Aga
Brief: Encourage re-evaluation of Aga cookers as relevant to busy,
contemporary homes, not just a fond memory
Creative agency: Ogilvy Advertising
Writer/art director: Alun Howell
Planner: Polly Evelegh
Media agency: TCS Media
Media planner: David Price
Exposure: Print, online, radio, PR


Ogilvy Advertising's first work for Aga focuses on the upcoming Aga season, a series of events that the company is running to encourage consumers to embrace winter.

The campaign comprises print ads, radio, online and PR activity.

Each ad depicts a scene associated with Christmas, such as a turkey or a girl playing in the snow.

The copy states that "there is no Christmas like an Aga Christmas", and drives consumers to the Aga website, which contains a list of events taking place during the festive period at selected Aga stores.


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