BBC promote BBC One HD with new campaign by RKCR/Y&R
January 26, 2011
The BBC launches its first marketing campaign for its new channel BBC One High Definition tonight, with a 60 second trail created by ad agency RKCR/Y&R which shows viewers that with the launch of BBC One HD, BBC One has never looked so good.
Appearances from Lord Sugar, Tess Daly, Bruce Forsyth and plenty more BBC household names, convey to the public that they can now watch their favourite BBC One content in High Definition – with incredible picture and sound quality making it even more absorbing.
The trail is a visual celebration of BBC One HD, showcasing a world of fun BBC One content in heightened reality. It opens with an unusually glam Dot Cotton lounging on a beautiful baroque chaise lounge being served on by a cheeky Lee Mack, moving to a surreal moment were we see a dapper Jake Humphrey performing tricks and skills with a disco ball. Next Shane Ritchie serenades Tess Daly on a pink grand piano whilst a typically flamboyant Ola Jordan and Brendan Cole dance across them. The debonair pairing of Bruce Forsyth and Len Goodman deftly tap dance on the Queen Vic bar whilst being watched by Fiona Bruce sipping a cocktail prepared by barman Hugh Quarshie. Next we pan to a bright gold desk where we see the Apprentice’s Lord Sugar, Karren Brady and Nick Hewer sitting on gold executive chairs. For our finale we move to a stunning looking Alex Jones who appears to have walked up a zig-zag red carpet to a huge gold chest which she pulls open and hundreds of bright red butterflies fly out, filling the room with even more colour.
Mark Roalfe, Chairman of RKCR/Y&R explained “We wanted the film to be a visual feast, showcasing the stunning quality of BBC One HD content in a tongue-in-cheek and charming way, and we think we’ve achieved that with this ad.”
Reemah Sakaan Head of Marketing at BBC One said: 'The arrival of the UKs favourite channel in HD is hugely exciting. This campaign spectacularly celebrates, the quality of BBC One talent and programmes available and represents HD viewing becoming part of the mainstream "
BBC One HD, simulcasts a network version of the BBC One Schedule featuring some of the BBC’s most loved programmes including EastEnders, The One Show, The Apprentice, Strictly Come Dancing, Doctor Who , and BBC Sport.
BBC One HD is available on Freeview, Freesat, Sky and Virgin Media Platforms.
The trail will also run as a 40”, and 10” second trials.
Wham. Bam. Ka Pow. Please say hello to innocent’s caped superhero.
January 4, 2011
This January, innocent's caped superhero will make its screen debut as part of its biggest ever marketing campaign. Launching across the UK on 3rd January this TV campaign is the first by newly appointed Swarm@RKCR/Y&R, and will also include poster and online executions.
With the strapline ‘here to save the peckish’, the campaign aims to show how innocent smoothies are a tasty way to be healthy when you’re feeling peckish – at a time of year when people are trying to work off the excess from Christmas and improve their diets.
Thomas Delabriere, Marketing Director at innocent says "Last year's campaign did a great job of communicating our 2 of your 5-a-day message and 66% of chilled juice drinkers are now aware that a glass of smoothie provides you with 2 of your daily fruit and veg portions. As a result of the campaign’s success, the business has shown significant growth and we have a new message to communicate in 2011. Our new campaign features a caped innocent smoothie superhero, saving us from the temptation of unhealthy snacks and offering us a healthier way to beat that feeling of peckishness – all to the tune of a fruitier version of Queen’s famous Flash Gordon.”
Damon Collins, Executive Creative Director at RKCR/Y&R says “As an agency we are incredibly excited to be working with innocent. It’s a business we admire and full of people we really like. We were tasked with creating an integrated campaign to generate real fame whilst staying true to the brand’s home-spun image. The silliness of such a dramatic song combined with the use of home-made props with strings etc all on show, feel appropriate to innocent and its heritage of un-addy ads.”
Innocent is investing over £2.7m in the campaign which will launch in January and run throughout the year. The TV, poster and digital campaign will be supported by a dedicated website, i-phone application, on-pack and in-store activity.
Launched eleven years ago, innocent is the number one smoothie brand in the UK with a market share of over 75%. The past year has seen the smoothie sector grow by 11%, the biggest increase across the ambient and chilled juice category and innocent grew by 14%, outperforming the rest of the chilled juice sector.
RKCR/Y&R launch M&S Christmas musical extravaganza
November 3, 2010
RKCR/Y&R today unveils Marks & Spencer’s new celebrity packed Christmas TV campaign featuring regular cast Twiggy, Dannii Minogue, Lisa Snowdon, VV Brown, Ana Beatriz Barros and Jamie Redknapp, while Britain’s much loved comedian Peter Kay, also joins the star studded line-up in a cameo role.
The 90/60 second TV campaign titled ‘Everybody Dance’ which launches on 03 November during Emmerdale on iTV, sees the celebrity line up dancing to the classic track ‘You Should Be Dancing’ by the Bee Gees.
The choreographer, who has worked with stars including Kylie Minogue and Mariah Carey, guided the cast through a pastiche of dance moves modelled on iconic musical moments.
Christmas is a spectacular time of year and this campaign highlights that M&S is the one place you can really trust to deliver products that are as great as the season demands. The end line, ‘Don’t Put a Foot Wrong This Christmas’ positions M&S as the perfect destination for all your Christmas shopping needs.
Steve Sharp, Marketing Director of M&S said "People who have had a sneak preview reckon this is the best Christmas M&S ad ever! But we will let the customers decide".
This 90 second TV campaign showcases M&S clothing for all ages and will also be supported by a series of promotional ads.
The campaign was directed by Vaughan Arnell, famous for his collaborations with Robbie Williams, having directed Rock DJ, Angels, Let Me Entertain You and Supreme.
Mark Roalfe, Chairman of RKCR/Y&R, said “Christmas is the biggest party of the year, and every year we are all expected to put on a perfect show. This year our ads showcase that you can’t go wrong with M&S; bringing with it magic and fun to the nation’
Creative Partners Pip Bishop and Chris Hodgkiss said “A Bee Gees' track, a bunch of fantastic girls, all our favourite dance moments, Peter Kay and 50 prancing Santas...Christmas doesn't get any better than this!”
Ali Johnson, Senior Director, Synch & Licensing, Warner Music UK “This is arguably one of the most-high profile advertising sync briefs in the UK, M&S is creating a real event feel with its creative. This track is a classic but sounds very fresh, it is a great fit with the festive atmosphere of the ad and will be another reminder, during the party and gifting seasons, of just how extraordinary the Bee-Gees are.”