Feature

The Work: New UK campaigns: 2 May 2008

The latest creative from this week's The Work magazine section. Ads for BBC HD, The Times, Nicorette, Nissan Qashqai, Philips epilator, Amnesty International, Motorola, East Midlands Trains, Ford, Anchor butter, and the RAF.

Philips...transvestite stars in latest ad
Philips...transvestite stars in latest ad

BBC - BBC HD launch



Credits


Project: BBC HD launch
Clients: Amanda McGregor, head of marketing, BBC HD; Catriona McGrath, head of marketing, Future Media and Technology
Brief: Introduce viewers to the BBC HD channel
Creative agency: Fallon
Writer: Joe De Souza, Harv Bains
Art director:
Sam Walker, Sef Tedder
Planner: Charlotte Stone
Media agency: BBC
Production companies: Red Bee, Sonny London
Director: Jeff Labbe, Sonny London
Editor: Scot Crane, The Quarry
Post-production: The Moving Picture Company
Audio post-production: Grand Central
Exposure: BBC TV channels

The lowdown


For those of you who don't find The Antiques Roadshow that exciting, Fallon has spiced the programme up a bit in order to promote the added excitement that the BBC's new HD channel can bring to its usual programming.
The 90-second TV ad, opens on a typical Antiques Roadshow scene, with Eric Knowles valuing a woman's Medici vase. After revealing the vase's £2 million price tag, things take a dramatic turn for the worse. The elderly woman's son faints, catapulting the vase across the room. Hundreds of antiques are then destroyed as various people make valiant attempts to intercept the vase on its trajectory out of the window of the building.
However, its saviour turns out to be Fiona Bruce, the show's new presenter, who heroically ploughs a vintage car through both a brick wall and table of collectables, before finally leaping out and catching the heirloom. The ad ends win the strapline: "TV goes cinematic."

The Times - The Times colour launch



Credits

Project: The Times colour launch
Client: Richard Larcombe, head of brand marketing, Times Media
Brief: Announce the relaunch of The Times as a full-colour paper
Creative agency: CHI & Partners
Writers/art directors: Dave Masterman,Ed Edwards
Planner: Ben Southgate
Designer: Dan Beckett
Illustrator: Adam Pointer
Media agency: MindShare
Media planner: Dominic Poynter
Exposure: National press

The lowdown

The Times is promoting its new full-colour publication with a print campaign created by CHI & Partners.
The executions each highlight the move to colour by featuring spotted images in the style of the Ishihara test used by opticians to test whether a patient is colour blind.
Each execution carries an Ishihara test, but instead of hidden numbers or letters, the circular images contain portraits of celebrities such as Amy Winehouse orWayne Rooney.
The execution featuring Rooney asks "Are your eyes ready for more colourful sport?", while another poster featuring George Bush asks: "Are your eyes ready for more colourful news?"

Nicorette - Nicorette Inhalator




Credits

Project: Nicorette Inhalator
Client: Ben Peters, franchise director EMEA, smoking cessation, Nicorette
Brief: Communicate the dual purpose of the Nicorette Inhalator
Creative agency: Abbott Mead Vickers BBDO
Writer: Tim Riley
Art director: Colin Jones (print only)
Planners: James Miller, James Needham
Media agency: J + Media Care
Media planner: Greg Paterson
Production: company Gorgeous
Director: Vince Squibb
Post-production: The Mill
Photographer: Olivia Beasly
Exposure: National TV, print

The lowdown


Abbott Mead Vickers BBDO is promoting Nicorette's Inhalator as the ideal way to manage both physical and behavioural nicotine cravings in its latest TV campaign for the nicotine substitute.
In order to show that the inhalator helps keep your hands busy, the ad focuses on a man who is constantly substituting a cigarette with everyday objects.
We see the man in various locations - including his car, the canteen, and his office - using objects such as a french fry, sugar sachet and straw as a cigarette substitute.
In the final shot, the man's colleague observes him mockingly while he switches to a Nicorette Inhaler. However, his onlooker soon reveals the impracticalities of the object he is using in place of a cigarette, removing a pen from his mouth and revealing a large ink stain.

Nissan Qashqai - Qashqai Car Games 2




Credits

Project: Qashqai Car Games 2
Client: Jean-Pierre Diernaz, marketing communications general manager, Nissan
Brief: Keep customers engaged with Qashqai car games over a longer period of time
Creative agency: TBWA\London
Writers: Adam Chiappe, Matt Saunby
Art directors: Adam Chiappe, Matt Saunby
Planner: David Fryman
Media agencies: Go Viral, OMD
Media planners: Jimmy Maymann, Ben Brown
Production company: Stink
Director: Lionel Goldstein
Editors: Het Digitall Geweld Belgium, Chris McKay, Cut & Run
Exposure: Online seeded virals, blog site, Metacafe branded channel

The lowdown

TBWA\London is following up last year's viral campaign for the Nissan Qashqai, which showed the cars performing stunts, with an equally dangerous-looking series of online films.
The virals feature fictional stunt teams competing in the Spanner League, which sees the groups perform surreal and extreme stunts in (or on) Nissan cars, with varying degrees of success.
The first series of executions features the Thai Musical Stunt Team, which comprises misfit musicians who strap themselves to Nissan cars and allow a dog to drive them up a ramp and through a ring of fire. Further virals will follow the stunts of a diehard Flemish team, a Polish team, and the Matonge team from Africa.
Each film drives viewers to a blog at blog.spannerleague.com, where fans will be kept up-to-date on the death-defying stunts.


Philips - Satinelle Ice Epilator



Credits

Project: Satinelle Ice Epilator
Clients: Gary Raucher, head of integrated marketing communications; Abbie Oguntade, senior integrated marketing communications manager, Philips
Brief: Position Satinelle Ice as the gentlest epilator from Philips
Creative agency: DDB London
Writers: Neil Dawson,Tim Charlesworth
Art directors: Grant Parker, Michael Kaplan
Media agency: Carat
Media planner: Alex Brooks
Production company: Sonny London
Director: Fredrik Bond
Post-production: Framestore CFC
Exposure: Western Europe

The lowdown

Philips is moving on from erotic robots by making the bold claim in its latest television spot that its Satinelle Ice Epilator is so efficient and painless that transvestites can rely on it to keep their legs in a famine state of smoothness.
The ad, created by DDB, follows the life of Karis (or James as he is known outside of work), a Los Angeles-based dancer and female impersonator.
Through dialogue, the viewer hears of James' life and experiences as a transvestite. He goes on to explain that the toughest part of being a woman is removing hair.
The ad ends with text explaining that: "Like all men, James is not great with pain, so he uses a Philips Satinelle Ice Epilator."

Amnesty International - Unsubscribe 2008



Credits

Project: Unsubscribe 2008
Client: Sara MacNeice, campaign manager, terrorism, security and human rights, Amnesty
Brief: Encourage people to unsubscribe from the CIA "enhanced interrogation technique" of waterboarding
Creative agency: Drugstore
Writer: Marc Hawker
Art director: Marc Hawker
Planner: Marc Cave
Media agency: n/a
Production company: Dark Fibre Films
Directors: Marc Hawker, Ishbel Whitaker
Exposure: National cinema, website and widgets in online social networks

The lowdown

Drugstore has created a cinema campaign for Amnesty International to highlight waterboarding, a form of torture the US has admitted using in the "war on terror".
For 45 seconds, the ad features water being sprayed across a black background in slow-motion in what appears to be a spring water ad. However, as the ad progresses, two hands come into view, one with a plastic glove on. As the camera pulls out you see the other gloved hand holding down a man's face. He is being tortured by having water poured into his mouth.
At the end of the ad, a drop-down menu appears - inviting users to "unsubscribe" to waterboarding, at the website unsubscribe-me.org.

Motorola - We're all film makers now



Credits

Project: We're all film makers now
Client: Erick Soderstrom, vice-president for global brand marketing, Motorola
Brief: Communicate Motorola as an enabler of spontaneous creativity by showcasing the "shoot edit share" capability of the Z10
Creative agency: Ogilvy Advertising
Writer: Nicole Hofer
Art director: Nicole Hofer
Planner: Prashant Ramachandran
Media agency: MindShare
Media planner: Lee Hawkins
Production company: Framestore CFC
Director: n/a
Editor: Alex Thomas
Post-production: Framestore CFC
Exposure: UK cinema

The lowdown

The credits of a film are not something most cinema-goers would usually pay attention to. However, Motorola has created a cinema ad that puts a quirky twist on a normal credits list.
The ad, created by Ogilvy, sees a string of credits scrolling up a screen, much like at the end of a movie. However, instead of different people being credited for all the film's roles, each credit reads "me", "I did that" or "my work".
At the end of the list, a Motorola phone appears, along with the strapline "We're all film makers now."

East Midlands Trains | Get on board



Credits


Project: Get on board
Client: Marc Turley, marketing director, East Midlands Trains
Brief: Develop a new brand and launch the campaign for East Midlands Trains, a new franchise that combines the old Midlands Mainline and Central Trains networks
Creative agency: M&C Saatchi
Writers: David Anderson, Ian Brassett, David Fleetwood
Art director: Gary Monaghan
Planner: Matt Willifer
Media agency: Walker Media
Media planner: Malcolm Boxall
Illustrator: Noma
Exposure: Local press, radio, outdoor throughout the East Midlands Trains network

The lowdown

East Midlands Trains is encouraging travellers to "get on board" its trains in a new poster campaign.
The executions, which all follow the same colour palette of blue, navy, red and white, mark M&C Saatchi's first work for the train company.
Two of the ads, promoting the train route from Derby to London, feature famous London landmarks such as the London Eye and Nelson's Column.
Another execution, supporting the Eurostar London to Paris route, features an image of a chic woman with a bob haircut.

Ford - Commercial vehicles


Credits

Project: Commercial vehicles
Client: Mark Jones, advertising and sponsorship manager, Ford
Brief: Highlight that Ford has a wide range of commercial vehicles to suit any job requirement, so it doesn't matter what trade you are in - Ford has the commercial vehicle for you
Creative agency: Ogilvy Advertising
Writers/art directors: Justin Barnes, Ben Callis, Mike Watson, Jon Morgan
Media agency: MindShare
Media planners: Kate Walker, Leigh Hitch
Photographer: Lee Powers
Photographer's agency: Burnham & Niker
Exposure: Outdoor

The lowdown

Ford's new poster ads humorously highlight that its range of commercial vehicles will suit any job requirement.
Each execution, created by Ogilvy Advertising, features a fictional and ironically titled company using Ford commercial vehicles for transport.
One execution shows the Lincolnshire Flatlands Mountain Rescue team hanging from ropes in full mountain gear next to their Ford Transit van.
A second ad shows four workmen alongside a Ford truck emblazoned with their Bungalow Lift Company logo, while another poster shows a Coventry Beach Patrol team in action, against the backdrop of a beach-less Coventry.
All three ads playfully reinforce the strapline: "Whoever you are, whatever you do, we've got the vehicle to suit."

Anchor - The free-range butter company



Credits

Project: The free-range butter company Clients Lorraine Crowe, senior brand manager; Danny Micklethwaite, business unit director, Arla Foods
Brief: Drive usage and awareness of Anchor
Creative agency: CHI & Partners
Writer: Ed Edwards
Art director: Dave Masterman
Planner: Ben Southgate
Media agency: Carat
Media planner: Ellie Roberts
Exposure: Outdoor

The lowdown

CHI & Partners is continuing to champion Anchor butter as "the free-range butter company" with a series of poster executions.
Rather than using normal print, the posters are made from fuzzy felt in a bid to give the campaign a homemade appearance.
The posters were manufactured using a specially commissioned felt alphabet, which took more than two weeks to cut out by hand. These letters were then mounted on a green grass background and crafted into phrases that aim to emphasise that Anchor cows have the freedom to roam.
The print campaign is supported by TV and an on-pack rewards scheme.

RAF - RAF regiment DM



Credits

Project: RAF regiment DM
Client: Emily White, senior direct and relationship marketing manager, COI
Brief: Attract 18- to 24-year-old males to an RAF regiment event day in Manchester
Creative agency: Tullo Marshall Warren
Writer: Paula Yare
Art director: Mark Reddick
Media agency: n/a
Exposure: Direct marketing

The lowdown

Tullo Marshall Warren has devised a new direct marketing recruitment pack to invite young men to meet the RAF at an event day in Manchester.
In order to attract men who are practical and resourceful, the pack contains a condom and poses the question: "Is a condom simply for personal protection or does it have other uses?" The copy then reveals the many military uses a condom has, such as storing water.
The mailer also provides information about the event and images of the regiment in action. A prize draw, where the winners take on the regiment at paintballing, is also highlighted in the pack with splashes of paint.

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