Marie Curie launches new commercial for the “Great Daffodil Appeal”
February 26, 2013
Marie Curie Cancer Care is airing a brand new 60” & 30” commercial to support its annual fundraising campaign, the Great Daffodil Appeal.
The spot, created by DLKW Lowe and directed by Tom Tagholm who created the ‘Meet the Superhumans’ ad for the Paralympics, focuses on your last moments meaning as much as your first and encourages viewers to make a donation and wear one of the charity’s daffodil pins.
Marie Curie provides free nursing care to people with a terminal illness and vital support for their loved ones, allowing families to spend their final weeks, days or hours with the people and things they love close by.
To highlight the importance of this, the ad depicts symmetrical first and last moments such as birthdays, words and kisses. The idea is to show that the last moments of someone’s life should be filled with experiences that are just as poignant and important as the moments that are given such significance at the start of someone’s life.
With end of life care being a top priority on the public agenda, the ad provides a timely and compelling reason for everyone to support the work of Marie Curie and ‘make a difference’ by donating and wearing a daffodil.
The Great Daffodil Appeal is Marie Curie’s biggest fundraising campaign and encourages everyone to give a donation and wear one of the charity’s daffodil pins during March. Marie Curie is hoping to raise £7 million from the Great Daffodil Appeal which will help provide 350,000 hours of free nursing care.
TV was bought by UMLondon, and is part of a wider campaign spanning cinema, outdoor in the form of 6 sheets, large formats and digital screens and social media. On Marie Curie’s social channels a 90” version of the ad will be launched, giving their 400,000 Facebook and Twitter supporters an exclusive preview of longer content a week before the airtime breaks.
Thanks to Tom Tagholm, Blink, MPC & Envy who generously donated time and resources.
Ant and Dec Shine a Spotlight on Morrisons’ Skills
February 8, 2013
Britain’s favourite Geordie duo get behind the counters at Britain’s most skilled supermarket
Morrisons’ all new advertising campaign, which features Ant and Dec alongside real life in store specialists, breaks tonight during primetime ITV.
In a series of brand new adverts, the Geordie duo lift the lid on the Morrisons’ ‘difference’: the real craft skills and experts in store. Their co-stars come direct from Morrisons’ stores to our screens to demonstrate to the celebrity pair (and the viewing nation) the traditional skills found at the counters.
The first adverts screen tonight, Thursday 7th February, at 19.15 on ITV during Emmerdale and will thrust one of Morrisons’ 1,000 trained fishmongers, Dan Parr, into the national spotlight. He’s more than a match for the Ant and Dec’s banter and can be seen guiding the celebrity entertainers through the real journey of the fish bought by customers from his counter. Viewers will be taken, with Ant and Dec, from the quayside and into store where Dan demonstrates his filleting skills.
Dan isn’t the only store colleague to be shot to fame in the advertising campaign. Morrisons is recruiting skilled workers from across its 483 stores to become part of the ongoing campaign. Knottingley butcher, Antony Ward, will also be seen introducing Ant and Dec to some traditional British breeds of cattle, before they are seen helping him behind his counter.
Each advert, produced by DLKW Lowe, is shot with the same educational and comedic approach. The adverts bring to life the reality that in every Morrisons store, you’ll find a team of skilled craftspeople including butchers, bakers, cheesemongers and fishmongers who love making and preparing food and have made it their career.
The advertising campaign, directed by Finn McGough, is set to Morrisons’ acoustic version of Take That track, ‘Shine’. The adverts form part of a wider partnership with ITV, including sponsorship of primetime shows, Ant & Dec’s Saturday Night Takeaway and Britain’s Got Talent.
Belinda Youngs, Corporate Brand Marketing Director of Morrisons, said: “It really is time for our in store specialists to shine on national TV alongside our celebrity stars, Ant and Dec. These adverts showcase more of what matters, our skilled counter staff providing shoppers the best service, fresh products and great Morrisons’ value. It also reminds the viewers that they can have their food any way they like it because we have trained specialists who can prepare, make, bake, fillet and cut like only we can.
“The new ads really celebrate the thousands of talented people in our stores and ensure the nation (and Ant and Dec!) now know the reasons why Morrisons is the supermarket where fresh food and expertise matter more.”
Ant and Dec said of the adverts: “We had great fun filming these ads and meeting the specialists at Morrisons. We’ve learnt that there’s lots going on behind the scenes at this supermarket to get the best products on shelf. We really do have the utmost respect for the staff who worked with us and the years of training that goes in to knowing your mackerel from your mullet.”
Morrisons is the UK’s fourth largest food retailer with 483 stores and our business is mainly food and grocery - the weekly shop. Uniquely we source and process most of the fresh food that we sell through our own manufacturing facilities, giving us close control over provenance and quality. Morrisons-branded fresh meat is 100% British, along with all of the meat sold from our in-store butchers’ counters. We have more people preparing more food in store than any other retailer including butchers, bakers and fishmongers. Every week, 11.5 million customers pass through our doors and more than 131,000 colleagues across the business work hard each day to deliver great service to them. With competitive prices and hundreds of special offers, we are proud to save our customers money every day.
Morrisons 'For your Christmas'
December 11, 2012
This week sees the launch of the Morrisons Christmas campaign by DLKW Lowe.
The campaign marks a huge departure from previous celebrity-led creative and centres on the humorous story of a family Christmas unfolding, told with all its much-loved quirks.
The route dramatises mum’s hard work creating a family Christmas, and the comedy moments that go into making the day special, rather than the usual cliché of the picture-perfect day. The campaign spans not only brand advertising but an interactive digital app on facebook. The campaign also presents products and offers as solutions to everyday Christmas challenges within the context of normal family life - all wrapped up with comic insights.
The activity kicks off with a 90” TVC, directed by Academy’s Si and Ad. The story is narrated by and follows one mum, played by Jo Hartley (of “This is England” fame) through all the typical tribulations of the run-up to Christmas – all exaggerated in her mind for comic effect from the needle-dropping Christmas tree to the battle with the turkey. The music for the campaign was specially created by the Oscar Nominated American movie composer John Debney.
The full-length spot is supported by shorter 20” TVCs, all shot with the same cast and comic approach, presenting Morrisons’ solutions to the challenges of preparing for Christmas. The solutions are all rooted in the food and products on offer, many based on the expertise of Morrisons’ experts on Market Street and in store preparation. On facebook, Morrisons is hosting a competition called “Crimes against Christmas” which invites users to share real images of Christmases past from dodgy jumpers to festive food disasters.
The TV commercial launches on Sunday 11th November 2012 during the X Factor results show.
Coral 'Raising the Game'
November 29, 2012
To position Coral at the forefront of the UK betting industry and stand out in a saturated market, the brand needed to promote the new industry leading format and market beating offers of its online division, Coral Interactive.
We needed to create a game-changing campaign that positioned Coral as the forerunner in a new era of betting; uniquely positioned to cater to the explosion of new bet-in-play customers.
The ad features a 1930s style football traveling through the air, shedding its skin to reveal a 50s style one, then a 70s style one – gradually evolving into a modern day football with the line ‘sport has evolved, betting has too’.
RAF Reserves – ‘Live a Challenging Life’ cinema
September 21, 2012
Next week sees the launch of the RAF Reserves new cinema advertisement supporting the Ministry of Defence’s ongoing campaign to double the number of Reserves standing side by side with the RAF Regulars.
The 30” film, written by DLKW Lowe’s Christian Sewell and Andy McAnaney, shows civilians turned into silhouettes and filled with evocative RAF imagery, representing the sense of challenge that their second life in the RAF Reserves brings them. The film was directed by Niall O’Brien and produced by Academy.
The new film is part of a campaign to (raise awareness and) recruit 500 RAF Reservists by March 2013. The RAF Reserves is made up of 20 squadrons across the UK that employ part-time volunteer Reservists to train and work alongside regular RAF personnel at home and overseas. In addition to the cinema advert, the campaign includes local print and radio. All work drives to an updated website that brings the many to life the many roles available in the Reserves and answers questions that potential recruits might have.
David Ogden, Head of RAF Careers Marketing said:
“The RAF Reserves offers a unique and different challenge to full-time service. This campaign captures the essence of what it is to be an RAF Reserve. This is critical to establish the RAF Reserves in its own right in order to inspire busy, active people with the unique challenge the RAF Reserves can offer alongside a day job.”
The film launches in cinemas nationwide on Friday 21st September and will running througout the autumn in films such as Looper, Skyfall and On the Road.