The Work: New Campaigns - UK

Creative agency: Fallon London
Writer: Lawrence Seftel
Art director: Gary Anderson
Planner: Rachel Barrie
Media agency: Carat
Media planner: Clare Belsten
Production company: Independent
Director: Daniel Levi
Editor: Gareth McEwan, The Whitehouse
Post-production: Glassworks
Audio post-production: Factory
Exposure: National TV

THE LOWDOWN

Three layers are better than two and SCA Hygiene has launched a TV
campaign for its new triple-layered Velvet toilet tissue brand saying as
much.

The work, by Fallon, launches the three-layered variant, which replaces
the scrapped Double Velvet brand.

The 40-second film is the story of the managing director of the Velvet
factory who is a baby. He is employed to make sure the new paper is
gentle enough even for a baby's skin.

The computer-generated character walks around the factory, dressed in a
business suit, surrounded by his adult colleagues. In one scene, he
kicks off a meeting with a nursery rhyme and in another he hugs a giant
toilet roll. He also drives around in a miniature car talking on his toy
mobile phone followed by the adults. The film breaks on 6 February and
will be followed by 30- and ten-second cut-downs.

BBC - THE WINTER OLYMPICS ON THE BBC
Project: The Winter Olympics on the BBC
Client: Tia McPhee, marketing manager, BBC Sport Marketing
Brief: Promote the BBC's coverage of the Winter Olympics
Creative agency: DFGW
Writers: Simon Riley, Dave Waters
Art directors: Simon Riley, Dave Waters
Planners: Paul Clarke, Nick Southgate
Media agency: BBC
Media planner: Dan Cohen
Production company: Red Bee Media
Director: Howard Greenhalgh
Editor: Matthew McKinnon, NWH
Post-production: Clear Post
Audio post-production: Wave
Exposure: BBC TV, radio, online

THE LOWDOWN

The fine line between getting it right and getting it wrong is the focus
of a new BBC campaign to promote the broadcaster's coverage of the
Winter Olympics.

The television trails, by DFGW, feature performing Olympic athletes
using a three-dimensional stroboscopic effect. An ice-skater, a
snowboarder and a bobsleigher all move in slow-motion through their
trajectories, illustrating the fine margin for error.

The campaign will also include radio and online marketing. On the BBC
website, users will be able to play a snowboarding game where players
can watch clips and guess whether the athletes have hit or missed their
targets.

The Olympic Winter Games will be held in Turin from 10 to 26 February.
The Games comprise seven different sports and 15 disciplines.

VOLKSWAGEN - RIPPED OFF
Project: Ripped off
Client: Heidi Cartledge, communications manager, large cars, Volkswagen
Brief: Launch the new Volkswagen Jetta
Creative agency: DDB London
Writer: Simon Veksner
Art director: Nick Allsop
Planner: Alex Huzzey
Media agency: MediaCom
Media planner: Jason Thomas
Production company: Outsider
Director: Steve Hudson
Editor: Bill Smedley
Post-production: The Quarry
Audio post-production: Angell Sound
Exposure: National TV

THE LOWDOWN

DDB London has developed a £5 million campaign for the launch of
Volkswagen's saloon marque: the Jetta.

The 30-second TV spot tells the story of a man who is constantly ripped
off by shopkeepers and traders.

As he goes about his day, buying fresh eggs from a farmer, trying on a
suit and choosing an engagement ring with his girlfriend, prices are
inexplicably raised. At the end of the ad, it becomes clear that
everyone assumes he is wealthy because of the luxury car he is
driving.

The endline reads: "The Jetta, not nearly as expensive as it looks."

Volkswagen's UK market share remained static at 6.9 per cent in the year
to June 2005.

RNIB - OPEN YOUR EYES
Project: Open your eyes
Client: Lynne Stockbridge, head of external communications and
marketing, RNIB
Brief: Raise awareness of regular eye tests to help prevent sight loss
through early diagnosis of treatable eye conditions
Creative agency: St Luke's
Writer: Andy Drugan
Art director: Simon Friedberg
Planner: Emily Stokes
Media agency: Starcom
Media planner: Rob Moore
Photographer: Leon Steele
Exposure: National newspapers and posters, weekly and monthly magazines

THE LOWDOWN

The Royal National Institute for the Blind has launched a hard-hitting
ad campaign to raise awareness of the importance of regular eye tests to
prevent sight loss. The campaign supports the RNIB's Open Your Eyes
report, and aims to end preventable sight loss in the UK by 2020.

The print work, developed by St Luke's, features a stark image of a
woman's face. Her eye is clouded with cataracts and a single tear
smudges her eye make-up. The strapline reads: "You'll never regret an
eye test."

The RNIB's report claims that more than two million people in the UK are
at risk of losing their sight through treatable eye conditions.
Unknowingly, 1.9 million people with diabetes and 250,000 people with
early-stage glaucoma are at risk of losing their sight.

WALKERS - CHEESE HEAD
Project: Cheese Head
Client: Jon Goldstone, vice-president of marketing, Walkers
Brief: Launch Cheese Heads as an addition to the "heads" range of
better-for-you snacks that children love and mums feel good about
Creative agency: Abbott Mead Vickers BBDO
Writer: Ben Kay
Art director: Daryl Corps
Planner: Bridget Angear
Media agency: OMD
Media planner: Sam D'Amato
Production company: Aardman Animations
Director: Peter Peake
Post-production: The Mill
Audio post-production: Wave
Exposure: National TV

THE LOWDOWN

Building on the successful launch of the Potato Heads range, Abbott Mead
Vickers BBDO has created a £1.2 million campaign to launch Walkers
Cheese Heads.

The campaign starts with a 40-second TV ad. It features the animated
character Potato Head, who introduces the audience to his cheesy
cousin

The cousin, voiced by the TV personality Keith Chegwin, explains that he
is Cheese Head by name and cheese head by nature. He says his cheesy
biscuits have no artificial colours, flavours or preservatives and 60
per cent less fat than Mini Cheddars. The spot closes with a shot of a
packet of Cheese Heads.

According to ACNielsen, 2005 saw sales fall across Walkers brands,
notably Walkers Sensations, which suffered a 17 per cent year-on-year
decline in value.

COLMAN'S - COLMAN'S BRAND RANGE
Project: Colman's brand range
Client: Neil Gledhill, marketing manager, Colman's
Brief: Make Colman's relevant to a new, broader, younger audience
Creative agency: Karmarama
Writer: Rachel Shaughnessy
Art director: David Buonaguidi
Planner: Alison Stewart
Media agency: MindShare
Media planner: Andrew Travis
Exposure: National TV

THE LOWDOWN

Karmarama has developed a £1 million campaign to relaunch the
190-year-old Colman's mustard brand, which has not been advertised since
1998.

The 30-second spot opens on the character Jeremiah Cole VIII, at the
Colman's estate in Norwich. "Caviar mousse ... quail's egg souffle ... "
he says. "Call this food? Neither do we." He goes on to explain how, at
Colman's, a mighty meal is always a meaty meal, and only by adding
Colman's can you make it "rumpslappingly meatylicious".

The spot closes with a voiceover that says: "Colman's. For meatylicious
meat."

RENAULT - WINTER TEST DRIVE CAMPAIGN
Project: Winter test drive campaign
Client: Joanne Webber, internet and marketing manager, Renault
Brief: Generate test drives in Q1, launch the new Clio five-door, launch
the new Megane range and highlight three special-edition MPVs
Creative agency: Publicis Dialog
Writer: Robert Steeles
Art director: Andrew Pogson
Planners: Mark Tomblin, Kate Bourke
Photographer: John Lawrence Jones
Exposure: More than 300,000 current and lapsed Renault customers and
warm prospects

THE LOWDOWN

Publicis Dialog has created a direct mailpack to promote the marque's
safety features. It is being sent to 300,000 Renault customers and warm
prospects.

Using "the Renault Safety Zone" as its theme, the mailing comes in
bright yellow outlined by mock safety tape. Text tells recipients that
the winter weather provides the perfect conditions in which to take a
test drive.

An emergency yellow macintosh is contained inside. This is accompanied
by a Bad Weather Driving Guide brochure, which gives advice on driving
in adverse weather. The pack also includes a leaflet, which invites
recipients to test-drive the new Megane for the chance to win £5,000 off a new Renault. A letter describes how each Renault is equipped
with safety features.

Renault has a 7 per cent market share, ahead of rivals including Peugeot
and Toyota.

UPS - AMBITION
Project Ambition
Client: Kevin Keith, international advertising manager, UPS
Brief: Elevate the role UPS plays in modern business
Creative agency: McCann Erickson London
Writer: Simon Learman
Art director: Brian Fraser
Planner: Dawn Coulter
Media agency: Universal McCann
Media planner: Marcus Erlandsson
Production company: RSA
Director: Jake Scott
Editor: Jim Weedon
Post-production: The Mill
Audio post-production: Tension Enterprises
Exposure: National TV

THE LOWDOWN

The parcel-delivery service UPS is launching its second global
advertising campaign to feature the French actor Jean Reno.

The film, called "ambition", breaks on 6 February in the UK, Europe,
Asia and Mexico and promotes the idea that UPS can help businesses
achieve their ambitions.

In the 60-second film, by McCann Erickson London, Reno is sitting at the
top of a tree, sharing his wisdom with two ten-year-old boys. One is his
younger self, who is trying to climb up to the higher boughs where the
old Reno is sitting.

He explains how you need ambition and vision to succeed in life. The
endline reads: "Deliver more."

FAIRY - FOR HANDS THAT DON'T DO DISHES
Project: For hands that don't do dishes
Client: Nathan Homer, brand manager, Procter & Gamble
Brief: Transfer the power of Fairy Liquid brand equity into the
dishwashing detergent market
Creative agency: Grey London
Writer: Alex Fraser
Art director: Matt Turrell
Planner: Sylvia Meli
Media agency: ZenithOptimedia
Media planner: Tony Robinson
Print designer: Mark Cakebread
Exposure: Print

THE LOWDOWN

Procter & Gamble is launching Fairy Active Burst tablets for dishwashers
with an integrated campaign created by Grey London.

The print work is the first element of the £15 million launch
campaign. In an adaptation of Fairy's famous line and jingle "for hands
that do dishes", the ad carries the line: "For hands that don't do
dishes." A hand holds each of the letters that make up the sentence.

The launch of the Fairy Power Burst and Fairy Active Burst marks the
packaged-goods giant's first serious attempt to gain a foothold in the
UK's £149 million dishwasher detergent market. The move is a bold
one. P&G has allocated £16 million for the launch campaign, more
than 10 per cent of the market's value.