AMV launches Heinz first cross-category sauces campaign ‘for a summer to celebrate’
May 14, 2012
AMV BBDO have created the first cross-category work for market leader, Heinz, with a campaign featuring their iconic sauces, reminding consumers that “For a summer to celebrate, IT HAS TO BE HEINZ”, to drive sales of the Heinz Sauces range.
Following the success of previous “IT HAS TO BE HEINZ” activity, which led to a significant increase in sales across various Heinz categories, the new £3.5m campaign focuses on Heinz Tomato Ketchup, Heinz Salad Cream, Heinz Mayonnaise and Heinz Barbecue Sauce. It will build on the emotional connection that the Heinz brand holds with consumers, ensuring that the full range is front of mind throughout the summer.
The TV and radio adverts focus on how Heinz Sauces are an integral part of eating outdoors and spending a summer celebrating with friends and family.With key sporting events and bank holidays this summer, consumers have plenty to celebrate and what better way to do this than with a barbecue.
The upbeat TV ad shows a variety of different people enjoying barbecues with friends and family in a number of different locations - garden, roof terrace, camp site, beach – each seamlessly transitioning to the next with the sauce bottle or barbecue food used as the physical object to link and unite the scenes, and all to the summery strains of The Apples in Stereo tune, the “Sun is Out”.
The Heinz Sauces TV campaign broke on 2nd May and will run until the end of August, with a radio campaign running in tandem.
AMV BBDO create hard-hitting domestic violence radio campaign for Women’s Aid
May 2, 2012
1st May 2012, AMV BBDO and Women’s Aid have created a series of hard-hitting radio adverts to help combat the silence on domestic violence in London, supported by the Metropolitan Police Service.
Nearly 1 in 5 murders in London is the result of domestic violence. On average a woman is assaulted 35 times before going to the police. Women’s Aid believe women have a right to live free from violence, and they are working with the Metropolitan Police to put a stop to it.
The aim of the campaign is to persuade people to call the police if ever they hear domestic abuse. The ads, which contain the horrifying sounds of domestic violence, have run with the support of LBC radio and could only be broadcast at night. Written to intentionally provoke the listener into a state of action, they contain sounds of abuse – a woman being punched, being dragged down the stairs - with a voiceover explaining exactly what is happening.
Listeners are asked to call a number to make the sounds stop. To illustrate the point that we can all help end domestic violence, the ads will continue to run on air until listeners dial the number. They end with the message that, ‘Just as in real life, making a call can make it stop.’
The campaign was recorded with some impressive artists who have lent their support to the campaign.
- Olivia Coleman: Winner of Sundance Special Jury Prize, British Actress of the Year at London Critics Circle, Empire, Evening Standard and British Independent Film awards (Tyrannosaur, Iron Lady, Rev, Peep Show)
- Lindsay Duncan: Three times BAFTA nominated Best Actress (Mansfield Park, Alice in Wonderland, Under the Tuscan Son, Perfect Strangers, G.B.H., Shooting the Past)
- Dominic Savage: Two times BAFTA award winning director (Freefall, Nice Girl, When I was 12, Out of Control).
Nicki Norman, Deputy Chief Executive for Women’s Aid, said:
"At Women’s Aid we believe that women have a right to live lives free from violence. This campaign shows that there is something you can do if you become aware that domestic violence is happening, and that by calling the police you could save a life. Two women every week in England and Wales are killed by their current or former partner, so we know that domestic violence incidents can be fatal. We know from working with the Met that they want action to stop violence against women and take this work very seriously, so if you hear it happening we would urge you to call them. We would like to sincerely thank everyone who generously gave their time to develop this important campaign"
Actor Lindsay Duncan, who provided the voiceover for the campaign, said:
"Our homes and our relationships are where we expect to be safe and loved. The statistics on domestic violence undermine that assumption and show that we are all closer to a victim of violence than we like to think. I fully support this campaign because until we take some responsibility the violence will continue to ruin lives of women and children who could live next door to you or me"
Detective Chief Inspector Sam Faulkner of the Metropolitan Police Service Public Protection Unit said:
"The MPS is fully supportive of the Women's Aid campaign to highlight and address the issue of Domestic Violence. We work closely in partnership with Women's Aid to provide total victim care and are committed to bringing Domestic Violence offenders to justice."
The ads first aired on Monday 30th April and can also be heard at www.womensaid.org.uk
Shocking AMV and Cancer research UK film on the impact of tobacco packaging on children
April 27, 2012
AMV have created an 80” film as part of Cancer Research UK’s new plain packaging campaign, The Answer is Plain, which launches today, asking people to sign an online petition to remove all branding from tobacco-packaging. The campaign coincides with the release of a new Cancer Research UK report which identifies young people (and women) as target groups for tobacco packaging.
The hard-hitting short film demonstrates children’s attraction to the slickly designed cigarette packs, and shows powerful scenes of six to eleven year olds as they innocently discuss what appeals to them about the brightly coloured and attractively designed packaging. The footage was filmed in two primary schools (in Bromley and Soho) with Rogue Films director, Finn McGough, and the children’s responses to the packs were unprompted and unscripted.
The children’s reactions to the packs include: “It makes you feel like you’re in a wonderland of happiness”, “The pictures actually look quite nice. Ice cubes and mint.”, “Is that the Royal Sign?” and “Yeah. Pink, pink, pink”.
Jean King, Cancer Research UK’s director of tobacco control, said: “This footage provides us with a chilling insight into how powerful branding and marketing can be. Children are drawn to the colourful and slick designs without having a full understanding of how deadly the product is inside the pack.
“It’s time to end the packet racket. Our research shows the value attached to packaging by the tobacco industry. And parents know first-hand that children are affected by marketing and branding, and when that marketing is attracting children to cigarettes, we need to give young people one less reason to start smoking.”
AMV’s Chief Executive Officer, Ian Pearman adds: “At AMV we have a long history of behaviour changing campaigns that are in the public interest - from anti-smoking work with the Department of Health and road safety with the Department for Transport to Make Poverty History. This campaign is every bit as important as those.”
A series of press ads form part of the overall campaign, the first based on copy from internal tobacco industry documents* that describes how packaging is the last bastion of advertising for the tobacco industry.
The film can be viewed at:
AMV and Sainsbury’s Bank show that there is gold at the end of the rainbow
April 24, 2012
AMV BBDO and Sainsbury’s Bank have created a new TV ad to promote to benefits of the Sainsbury’s Nectar Credit Card.
The charming ad uses imagery of double rainbows to communicate that customers will receive Double Nectar points for two years when they use a Sainsbury’s Nectar Credit Card alongside their Nectar card in store which will ultimately go towards a free week's shop at Sainsbury’s*.
The engaging spot aims to connect directly with consumers with something tangible rather than focusing specifically on APR rates and balance transfers as is the norm in the category.
The music used is a re-recording of “Rainbow Connections” which was originally written for The Muppet Movie in 1979.
The ad will run on TV as well as on Sainsbury’s Bank Facebook and YouTube channel for a one month focus.
*Terms and conditions apply – visit Sainsburysbank.co.uk
Mars encourages the Nation to play their part for England with new ad
April 16, 2012
England players, Theo Walcott, Glenn Johnson and Scott Parker team up with Holland ace, Robin Van Persie, in new Mars advert
16th April 2012. Theo Walcott, Glenn Johnson, Scott Parker and Robin Van Persie make up the all-star cast in a new Mars advert, to be aired for the first time this Sunday, 15th April, during the FA Cup semi-final between Tottenham and Chelsea.
The advert is set around a tense England penalty shootout with the Premier League’s top marksman, RVP, getting ready to take a penalty and England’s keeper being carried off the pitch with a knee injury. Theo Walcott, Glenn Johnson and Scott Parker look on, dejected, knowing they need a minor miracle to keep the Arsenal hit man at bay.
Seeing England are in serious trouble, one of the stewards takes a bite of his Mars bar before stripping away his high visibility jacket and takes his place between the sticks. Inspired to play his part for England he plucks RVP’s penalty out of the top right corner.
The gutsy keeper sees another spot kit sail over the bar before going on to save another penalty with a Rene Higuita-inspired scorpion kick, saving the day and winning the game for England. The crowd erupts and Walcott, Johnson and Parker run over to celebrate with the new found hero.
This summer Mars, Official Supporter of the England team, is encouraging the nation to play their part for England as the country gears up for Euro 2012. Mars is giving customers the opportunity to win one of 100,000 Official Special Edition Shirts emblazoned with the Three Lions through on pack promotions. The shirts are made by official England kit suppliers Umbro and have been endorsed by the England players.
The advert, created by AMV, will be on air between 15th April and 12th May and between 27th May and 23rd June. The campaign will also include press and outdoor advertising with PR and digital support.
Further exclusive behind the scenes footage from the advert is available via marsbar.co.uk and Mars Bar’s Facebook page; including Walcott, Johnson and Parker celebrating in a giant bath together after the game (an exclusive scene that didn’t make the final cut), interviews and outtakes. For more information go to: http://www.facebook.com/Marsbar