client gallaher accountteam: north, campbel golding … · · 2014-01-06sheet client...

BRIEF & TIMINGS APPROVEDl ara \ Simon N

Jon

North, Campbel Golding

Jan 1999

This brief is asking for the most outstanding piece of creative work.

What concrete objectives does this brief aim to help meet?

Brief In

1st Review

2nd Review

Final Review

Client Presentation25 .1 .99

29.2 .99

15.3.99

29.3 .99

The Idea - ASAP

CreativeTeams:

Neil

I I Sean

I I Adrian

I I Simon M

It looks like the Government will ban all Tobacco Advertising (either from 1st Jan 2000, or it we are really unluckyfrom the 1st July `99) .

" If t his is the case we need to ensure that from that date Hamlet is the UK's most fondly remembered Cigar brand" We want to ensure we `go out' with a bang .

Proposed Format

The overall idea is to produce a `cinema short' . In effect a 15 - 20 minute film that could be shown at cinemas in the 6-8weeks immediately prior to the ban. (Coupled with this, we would aim to create so much positive PR - "the UK's bestloved advertising about to be no more" that people would almost want to see our film) .

The account man's version of this film would be to basically construct the final Hamlet ad, with flashbacks throughoutrecalling the best ads / Carruthers & Warriner talking about where the idea came from etc / short interviews with the

actors / writers / directors etc . The film should resolve into the final (and best?) Hamlet moment ever .

This needs to be a fantastic ad in its own right, but incredibly cleverly intertwined around some of our great advertisinghistory .

The film would be almost a `tribute' to the UK advertising Industry by Gallaher . Utopia would be for people to laughthroughout and then almost feel a lump in their throat at the end (cf the final scene of the Black Adder series?)

Who are the `must reach' audience and how do they view the brand?

The Great British Public

They have always liked Hamlet, and whatever their views about Cigarette advertising, they would probably make anexception over Hamlet and actually let its advertising continue .

Proposition

Solace in the face of adversity (- ie an advertising ban)

What facts can help them to believe that?

Hamlet ads are loved by everyone. Their gentle humour has always been very British, and never done anyone any harm .Banning Hamlet really probably won't make the UK a better place, and just a bit (admittedly though just a tiny bit) of

our culture will be lost forever .

Mandatories, sacred cows, relevant comments, etc .

There is a possibility that we may have to go in June `99 hence the timings . (If we get a lucky break so be it, but we willneed to be prepared.) We will need to `sell' the broad idea to Gallaher ASAP so that they can find the money.

Client Gallaher Account Team :

Brand Hamlet Telebration' Date :

Media Cinema? Job No:

Role

The purpose of this Brand paper is to help to define the core of the Hamlet Brand, and therefore theelements that should be considered whenever any form of brand communication is devised .

It should be consulted at the beginning of any creative process and then used again as a check listagainst any proposed work .

After 34 years of probably the most single minded and perhaps the best loved advertising campaign inthe UK, it has become very difficult to separate out the physical `Brand' from its `Advertising' - inconsumers minds they are completely linked .

To Understand the History Is To Understand the Brand

In 1963, the creative team who had been charged with creating the Hamlet campaign were getting no-where . They wanted to emulate the sense of well being and pleasure that a smoker derived from acigar but were not finding anyway of clearly articulating this as a simple idea . After a particularlyfrustrating day (that had left them no nearer to cracking the problem) they stood huddled in the rainat a bus stop waiting for the number 73 to take them home. It was a gusty evening and lighting acigarette proved impossible . Eventually their ride came, and they both moved straight to the smokingsection . One pulled out a pack of 20 and passed one to his partner . He lit his own and with a sigh, satback into the seat uttering the words "Ahhhhh . . . Happiness is a cigarette on the top of a number 73bus" . His partner grabbed a pen, scribbled down the seemingly mindless utterance, spent all of thatevening thinking about it and the next morning perhaps the most famous line in advertising historywas born .

A Touch of Humour

Hamlet ads are humorous .

Brand: Hamlet

Account Team :

Simon N, Tara

Date:

Jan '99

The central theme for all of the best of them is an unfortunate event that anyone could imaginehappening . (So while you might not actually play golf, you can easily empathise with the man stuck inthe bunker, likewise you've never been in a German POW camp - but we've all see lots of films - andmost of us have never been to an Alcoholic's Anonymous meeting - but we've all put our foot-in-it atone point or another .)

The end of the commercial is always a moment of solace .

The Man is Not A Fool

While the `Hamlet hero' in any scene is being unfortunate, he is not going out of his way to be foolish .The `Hamlet moment' will have been derived by happenstance, frustration or misunderstanding -never because he is just downright stupid . We must all be able to empathise with his situation, feeling r

for him as opposed to thinking of him as a twit . We should not portray him simply as a looser - he ison all occasions able to pull himself up and reach for a Hamlet .

Client : Gallaher

Account Team :

North & Campbell Golding

Brand : Hamlet

Date : 1999

Media : Radio

Requirement : 5 New Radio Scripts for next burst


TIMINGS

Brief In

1st Review

2nd Review

Final Review

Client Presentation4.1 .99

11 w/c 18th Jan

I I w/c 25th Jan

I I w/c 1st Feb

BRIEF &TIMINGS APPROVEDTa ra

w/c 1st Feb

CreativeTeams :

Simon N~rH

Neil Sean Adrian Simon M

l ) Maintain the growth in awareness that the current campaign is achieving - an approximate uplift of 5-10% inspontaneous awareness every burst

2) Keep winning Radio Awards for CDP


The man in the street / pub / in his car / sitting at home - listening to the radio - He's 30-55 and really is Mr Average .He probably reads The Sun, lives in a three bedroom semi - goes to Greece or Spain in the summer and is a bit overweight (but middle age spread is a well documented phenomenon) . His job is a bit boring, but at least they give him acar, and he's doing OK at the moment . He smokes a bit, but feels that he can control it . A decent night out may be himand his Misses to the pub with a few other married friends, and then for a curry with one other couple . He loves adecent kick-about in the park / garden with his 6 year old lad, but even he admits his 3 year old girl is becoming a bit ofa handful at the moment .He watches TV most evenings and has Sky (for the sport you know) but thinks that it has become really expensive now

and he hates all the crap channels that you have to buy - he likes Harry Enfield, Hale and Pace, that thing where theJoke keeps saying 'I Don't Believe it!', The Bill and Coronation Street (but everyone watches that don't they?) . He can'treally get his head around all of the Fast Show sketches (- though he does like most of the programme) he also likes TheSweeney and the Professionals on UK Gold .He likes any ads that make him laugh - the Boddington's stuff, the Impulse ad (where the art school model bloke gets ahard-on), the Supernoodles ad (where the dog eats off the blokes plate and then he gives it to his girlfriend) and theHolsten Pils one (where none of the gangsters can pronounce the brand name) .He knows Hamlet TV advertising used to be really funny (through his residual memory) but probably couldn't namearnv of the most recent work for the brand.He doesn't currently think that smoking a Hamlet is for him - but only because he hasn't really thought about it .

What argument would best persuade them to reconsider Hamlet?

Life really isn't just a bed of roses, but at least Hamlet understands you and your life . When little things go wrong, don'tallow them to get you down - just enjoy a moment to yourself - A Hamlet Moment .

Proposition

Happiness can be a Cigar called Hamlet

What's the one benefit that will make this idea most relevant?

The sense of well being and relaxation that a Hamlet Cigar offers .

Mandatories, sacred cows relevant comments, etc .

We can be the best ads on the Radio! Endline & Music, short time lengths (30's & 40's), brilliant production values .

Date of Last Client Jan 19th Amends Required By : ASAPPresentation :

Copywriter: Graham Art Director : FrankClient Name: Sarah Clarkson Revisions Briefed By : Northie /TaraThis work is a . proved subject to comments below .Comments:

The advertising `idea' (use of a spoof 'get-rich-quick ad' - written around a Hamlet moment) has beenaccepted if can address the following points :

" The current construct of the ad does not fully embrace the Hamlet Strategy . We need to improvethis aspect of the copy . (see copy platform below)

" The copy is probably too long, this ad will appear in weekly publications distributed (often free) topublicans and bar managers .

" The response mechanic should be a phone number, not a coupon" The bloke depicted should be 35ish (ie All Bar One Manager, not old fart from Emmerdale)

Copy Platform :

Headline is fine .Set up works, but maybe tone down wife's breakdown (not a Hamlet moment - Hamlet is all about thelittle things in life going wrong ie people putting their foot in it, photobooths not working properly,getting stuck in a golf bunker, turning up to a black tie party in a chicken suits etc .)

We need to then turn these small misfortunes into a Hamlet situation :

"I thought that nothing could console me, all these little things going wrong in my life. I picked up aHamlet cigar that some one had left on the bar . I lit it up and do you know, within a couple of puffs I wasfeeling much better . Somehow having that cigar changed my life . All my problems seemed rather trivial,and actually life really wasn't so bad.

Then it struck me, if a Hamlet cigar can make me feel so much better, what about my customers? I gotonto the Hamlet Helpline and ordered up one of their New Cigar Bars . Since then my life has changed . . ."

Client Gallaher

Brand Hamlet

Job Tide On - Trade

Date 20/01/99

Traffic Dave

Tara Simon N Neil K Sean Adrian

TimingsBrief in Creative Review Account Team Review Client Pres . Co Deadline20.1 .99 22 .1 AM 22 .1 PM (Graham then away) ASAP ASAP

FIVE STAR CREATIVE PROMPT

SHEET

Client

Scottish Courage

Brand Theakston

Job Title

Date

January 21, 1999

Traffic

CDPPART OF DENTSU WORLDWIDE

1 . FIVE RELEVANT PIECES OF MUSICKinks - Sunny Afternoon Madness - Our House Supergrass - Alright

Squeeze - Up The Junction Monty Python - . . .Bright Side Of Life

Ocean Colour Scene - TFI Friday Intro Music Oasis - Stand By Me

Pulp - Help The Aged Verve - Bitter Sweet Symphony

Theme tunes from the Likely Lads/Liver Birds/The Prisoner/The Avengers

Monkees - Daydream Believer (As sung by football crowds)"

2 . FIVE PERTINENT ADS (Nothing that is really right but these are in the ball park)MTV (UK) - `English Music'Coke-Cola - Blind FanNike - ParklifeAny BBC trailer for a big England soccer, rugby or cricket match

3 . FIVE APPROPRIATE FEATURE FILMS OR TV PROGRAMMESThe Full Monty Brassed Off SpiceWorld AlfieHard Day's Night/Help Oh! What A Lovely WarGet Carter

BUT NOT Chariots Of Fire . . . . . or at the other extreme . . . . . Trainspotting

4 . FIVE POSSIBLE END LINESBitter Just Got BetterTheakston Happy BeerCool Beer - Warm TasteCool English BeerRefresh Yourself

5 . FIVE SUITABLE PHOTOGRAPHIC OR ILLUSTRATIVE IMAGESAnything that is evocative of the sixties - Bailey B&W etcNoel Gallagher's Union Jack guitarThe fast cutting intro to Austin PowersThe recent front cover of Vanity Fair with Liam and Patsy in bedThe Terry Gillian animation style

Why a `Creative Approval' Brief?

TIMINGSBrief In1(, .3 .99

BRIEF & TIMINGS APPROVED',imcm N

Client : Gallaher

Account Team :

North & Campbell Golding

Brand : Hamlet

Dote : 15/03/99

Media : Radio

Requirement : 3 New Radio Scripts

1 st Review2nd Review

I I Final Review

I I Client PresentationWednesday 17.3.99 Friday 19 .3 .99 Monday 22.3.99 Tuesday 23 .3 .99

CreativeTeams:

uNeil Sean Simon M

Though we are clear as to why Gallaher are advertising - to maintain an awareness and warmth amongst consumerstowards the Hamlet brand - this brief is to formalise exactly what CDP should be aiming for with its recommendedscripts .

It is not intended for wide dissemination but should remain within CDP and at Board Level .

Why are we advertising?

Keep winning Radio Awards - and so attract great Clients to CDP

Who are we talking to?

1 ) Marketing Directors of Potential Clients . They are incredibly marketing literate and have admired Hamlet'sadvertising for many years . They have their favourite ad - a choice that they feel they can justify strategically .

2) The man in the street / pub / in his car / sitting at home - listening to the radio - He's 30-55 and really is Mr Average.

What are we saying?

1) CDP is producing the best ads on the Radio2) Life really isn't just a bed of roses, but at least Hamlet understands you and your life . When little things go wrong,don't allow them to get you down - just enjoy a moment to yourself - A Hamlet Moment.

Proposition

Solace in the face of adversity

Why should they believe this?


What Creative Guidelines are there?

Be the best ads on the Radio! Endline & Music, short time lengths (30's & 40's), brilliant production values.

How is the target expected to think and feel having been exposed to this advertising -?

1) Think - What a great radio adFeel - It's good to see Hamlet making great ads again

2) Think - What a funny adFeel - I can relate to the Hamlet brand

Mandatories

Will the ads make CDP famous?

Background

North

July 8", 1999

Hamlet are (and have been for a while) the sponsor of the Literary Review's Christmas Party. For the last couple ofyears we have run excellent long copy ads in their December issue (around the party), that have won us awards.

We have just been informed that Hamlet have been offered the OBC of the August issue of the publication for free .

We would like to take the space as it will, I think, be quite easy to get Gallaher to buy an award winning ad .

Clearly the problem will be timing - copy deadline is currently 13" July - ie next Tuesday . I will need to present an adtherefore on Monday .


Win a press award .

Who arc the `must _reach' audience and how do thev view the brand?

1)

Award Jury's who will know & understand the Hamlet moment?)

The Client who needs to approve the ad3)

Reader of Literary review who must think the ad is clever, witty and

Proposition


Mandatories, sacred cows, relevant comm ents_etc.

Hamlet-esque .

Happiness is a Cigar called HamletExtremely funnyOn strategy - Hamlet ads are loved by everyone . Their gentle humour has always been very British, and never doneanyone any harm .

CreativeTeams:

'IRIEF & TIMINGS APPROVEDSimon N

Jon

Neil

_

Sean

-

-

Adrian

Simon M -

Client : Gallaher Account Team :

Brand : Hamlet Date :

Media : Press Job No:


TIMINGS

Brief In

1st Review

2nd Review

Final Review

Client Presentation9.8.99

23.8 .99

30.8.99

6.8.99

7.9.99

BRIEF & TIMINGS APPROVEDR Mark C

J[ Dave W

I Sean T

I I Adrian KSimon MSimon N

Client : Gallaher

Account Team :

North

Brand : Hamlet

Date : 08/99

Media : Radio

Requirement: 5 New Radio Scripts for next burst

Background

All tobacco product advertising has to end on December 10" 1999 . Immediately prior to this Hamlet will be spending aconsiderable amount on radio advertising . The burst will be for approximately three weeks and be `heavy' . This briefasks for 5 ads to run during this last ever burst . It asks for `straight' and brilliant Hamlet ads . (There is also a separate

brief asking for ads that follow the cinema idea of `Just because we've got to stop, doesn't mean you have to' .)

What concrete objectives does this brief aim to hell. meet?

1) Maintain the growth in awareness that the current campaign is achieving - an approximate uplift of 5-10% inspontaneous awareness every burst

2) Keep winning Radio Awards for CDP


The man in the street / pub / in his car / sitting at home - listening to the radio - He's 30-55 and really is Mr Average .le probably reads The Sun, lives in a three bedroom semi - goes to Greece or Spain in the summer and is a bit over..eight (but middle age spread is a well documented phenomenon) . His job is a bit boring, but at least they give him a

car, and he's doing OK at the moment . He smokes a bit, but feels that he can control it . A decent night out may be himand his Misses to the pub with a few other married friends, and then for a curry with one other couple . He loves a

decent kick-about in the park / garden with his 6 year old lad, but even he admits his 3 year old girl is becoming a bit ofA handful at the moment.

He watches TV most evenings and has Sky (for the sport you know) but thinks that it has become really expensive nowand he hates all the crap channels that you have to buy - he likes Harry Enfield, Hale and Pace, that thing where thebloke keeps saying 'I Don't Believe it!', The Bill and Coronation Street (but everyone watches that don't they?) . He can'treally get his head around all of the Fast Show sketches (- though he does like most of the programme) he also likes TheSweeney and the Professionals on UK Gold .He likes any ads that make him laugh - the Supernoodles stuff (where the bloke makes out that the kid has spilt thenoodles on the wife's shirt), The Fosters stuff, the xxxx stuff and the Holsten Pils ads .

He knows Hamlet TV advertising used to be really funny (through his residual memory) but probably couldn't nameany of the most recent work for the brand.

He doesn't currently think that smoking a Hamlet is for him - but only because he hasn't really thought about it .

What argument would best persuade them to reconsider Hamlet?

Life really isn't just a bed of roses, but at least Hamlet understands you and your life. When little things go wrong, don'tallow them to get you down - just enjoy a moment to yourself - A Hamlet Moment .

Proposition

Solace in the face of Adversity




BackgroundGallaher are looking at the possibility of launching, in effect, a new product onto the market . The timings are alittle TBC, and depending somewhat upon their competitor's activity (in the Cigarette market) .The rough plan would be to put the product into the trade in November, and then advertise incredibly heavily for the first 9davs of December (ie until the Advertising Ban comes in to effect .)


"

Ensure that our target audience are made aware of the new product's availability"

Ad credibility to the launch by giving it a very large slug of ATL support .

Who are we talking to?Young cigarette smokers, predominately blokes, but some women as well . The core will be 20-40 years old and researchhas shown that over 60% of such a sample would at least try the new brand . (over 80% of blokes!)

ProductHamlet Miniatures will, for the first time, be available in a pack of 5 . See Attached . They offer consumers a veryconvenient size - don't last too long (a potential turn off of full sized Hamlet), have a bit more taste than cigarettes,have a very pleasant aroma and offer great value for money . They are individually wrapped in cellophane (making themappear fresher than their closest competitor- Cafe Creme) and are completely different (in their 5's packaging) toanything else on the market.

They are very much cigars designed for cigarette smokers .

They will sell for £1 .40, and for the period of the advertising have a large `New' printed on the overfilm .

What are we saying?Try these new Hamlet Miniatures - an enjoyable alternative to Cigarettes

What is the single minded proposition?

What mandataries are there?Large pack shot .Uncomplicated line

Hamlet Miniatures - Small Indulgences / Little Treats

Why should they believe this? (Rational and emotional reasons .)

They are called MiniaturesThey are very smallThey come in 5s (the smallest available packaging format in the market)

What creative guidelines are there? (Category clichés to avoid . Brand personality andtone of voice .)

CDPA

D E N T S U

COMPANY

The advertising is announcement advertising - we don't want to complicate the message with the `Solace in the face ofadversity' strategy .

Timings :

Brief in

W/C 27.9

1st review

W/C 1 1 .1 0

2nd review

W/C 18 . 10

Final Review

25.10

Client Presentation

28/29 .10Brief and

Board Account Director

Planning Director

Creative Services Director

Creative Group Head

Creative Directors

Managing DirectorTimingsApproved :

CREATIVE BRIEFClient : Gallaher Brand: Miniatures

Account Team: North Date : September 23rd , 1999

Media: Print (25x4 or Pages or ?) Job No: TBC

Creative Teams: Michelle & Susan Production Budget: TBC

BackgroundGallaher are looking at the possibility of launching, in effect, a new product onto the market . The timings are alittle TBC, and depending somewhat upon their competitor's activity (in the Cigarette market) .The rough plan would be to put the product into the trade in November, and then advertise incredibly heavily for the first 9days of December (ie until the Advertising Ban comes in to effect.)

Why are we advertising?"




Product

-Hamlet Miniatures will, for the first time, be available in a pack of 5 . See Attached. They offer consumers a veryconvenient size - don't last too long (a potential turn off of full sized Hamlet), have a bit more taste than cigarettes,have a very pleasant aroma and offer great value for money. They are individually wrapped in cellophane (making themappear fresher than their closest competitor- Cafe Creme) and are completely different (in their 5's packaging) toanything else on the market .



What are we saying?Try these new Hamlet MiniaturesA more enjoyable alternative to a cigarette


Small indulgencesLittle Treats

Why should they believe thiS? (Rational and emotio nal reasons.)


What creative guidelines are there? (Category clichés to avoid. Brand personality and tone of voice .)


What mandatories are there?Large pack shot .Uncomplicated line

Timings :

Brief in W/C 27.91st review W/c 11 .10

2nd review W/C 18.10

Final Review 25 .10

Client Presentation 28/29.10

Brief and


Planning Director


Creative Group Head

Creative Directors

Managing Director

TimingsApproved: Emailedfrom SN 29/09

CDPA DENT 5 D COMPANY

CREATIVE BRIEF

Client. Gallaher Brand: Miniatures

Account Team: North Date : September 23rd , 1999

Media: Print (25x4 or Pages or ?) JobNo: TBC

Creative Teams: Michelle & Susan Production Budget: TBC


BackgroundGallaher are looking at the possibility of launching, in effect, a new product onto the market. The timings are alittle TBC, and depending somewhat upon their competitor's activity (in the Cigarette market) .The rough plan would be to put the product into the trade in November, and then advertise incredibly heavily for the first 9days of December (ie until the Advertising Ban comes in to effect .)

"




ProductHamlet Miniatures will, for the first time, be available in a pack of 5 . See Attached . They offer consumers a veryconvenient size - don't last too long (a potential turn off of full sized Hamlet), have a bit more taste than cigarettes,have a very pleasant aroma and offer great value for money . They are individually wrapped in cellophane (making themappear fresher than their closest competitor- Cafe Creme) and are completely different (in their 5's packaging) toanything else on the market .



What are we saying?

_Try these new Hamlet Miniatures - a very enjoyable `alternative' to cigarettes


What mandatories are there?Large pack shot .Uncomplicated lines

Hamlet Miniatures - Small Indulgences

Why should they believe this? (Rational and emotional reasons.)


CDPA DENTSU COMPANY

What creative guidelines are there? (Category clichés to avoid . Brand personality and tone of voice .)


Timings :

Brief in

W/C 27 .9

1streview

W/c 1 1 .10

2nd review

W/c 18 . 10

final Review

25.10

Client Presentation

28/29 .10Brief and

North

Allonson

Weygong

Simpson

Kitchen

MyersTimingsApproved :

CREATIVE BRIEFClient: Gallaher Brand: Miniatures

AccountTeam : North Date : September 23 rd , 1999

Media: Print (25x4 or Pages or ?) JobNo: TBC

Creative Teams: Michelle & Susan, Tim & Phil Production Budget: TBC

CREATIVE BRIEF

Gallaher are looking at the possibility of launching, in effect, a new product onto the market . The timings are alittle TBC, and depending somewhat upon their competitor's activity (in the Cigarette market) .The rough plan would be to put the product into the trade in November, and then advertise incredibly heavily for the first 9days of December (ie until the Advertising Ban comes in to effect .)

Why are we advertising?"



Who are we talking_ to?Young cigarette smokers, predominately blokes, but women as well . The core will be 20-40 years old and research hasshown that over 60% of such a sample would at least try the new brand . (over 80% of blokes!)

Product


Hamlet Miniatures will, for the first time, be available in a pack of 5 . See Attached . They offer consumers a veryconvenient size - don't last too long (a potential turn off of full sized Hamlet), have a bit more taste than cigarettes,have a very pleasant aroma and offer great value for money. They are individually wrapped in cellophane (making themappear fresher than Cafe Creme) and are completely different (in their packaging) to anything else on the market .


What are we saying?Try these new Hamlet Miniatures


Hamlet Miniatures - Perfectly Formed / Miniature Celebrations

Why should they believe this? (Rational and emotional reasons.)

They are called MiniaturesThey are very smallThey come in 5s

What creative guidelines are there? (Category clichés to avoid. Brand personality andtone of voice.)

The advertising is announcement advertising - we don't need / want to complicate the message with the `Solace in theface of adversity message'

What mandataries are there?Large pack shot .Uncomplicated line

. . . and what is the account man's ad?

Timings:

Briefin

W/C 27.91st review W/C 11 .10

2nd review

W/C 18.10

Final Review

25 .10

Client Presentation

28/29.10Briefand


Planning Director


Creative Group Head

Creative Directors

Managing Director

TimingsApproved :

Client: Gallaher Brand: Miniatures

Account Team : North Date: September 23rd , 1999

Media: Print . . . TBC Job No: TBC

Creative Teams: TBC Production Budget : TBC

Background


Do:

TIMINGSBrief In8.10 .99

Call 01270 504543

RIEF & TIMINGS APPROVED

Client : Gallaher

Brand : Hamlet

Media :On -Trade Press

Account Team : North

Date :

October loth, 1999

Job No :

TBC

1 st Review Final Review Client Presentationw/c 25.10.99

I I w/c 1 .11 .99

I I End of w/c 1 .11 .99

I North

McKie

Dave W

Rob

Loz

Simon M

f D

To aid sell in of Hamlet products to the on-trade.To convince them that a Hamlet cigar bar is the best way to stock cigars and help sales in their outlet .


One distinct audience - the On-Trade : publicans, pub estate managers/buyers etc .They see Hamlet as a very strong brand and one that is good to have in their outlet . However they may feel that itis lower down the list of priorities to stock than many other brands and therefore only want to stock a limited level ofHamlet product .

What are we saying?

Hamlet is a brand that has been selling consistently for over 35 years .The simplest and best way to stock Hamlet is in a space saving yet impactful manner so use the Hamlet Cigar Bar.

Proposition?

Maximise your cigar sales

What facts can help them to believe this?

A great deal of cigar purchases in the on-trade environment are 'spontaneous' . To help publicans to gain from thisspontaneity, Gallaher have designed a brand new presenter (the Cigar Bar) with all the space saving and ease ofuse elements from previous models, but now with even greater visual impact to make sure that your customers seeHamlet is there . It also has : Spring-loaded dispense action ; Can be free standing or wall-mounted ; is a provenvolume generator ( - can increase sales by over 20%)

Creative Guidelines

Big and Bold Trade advertising

I What are our audience expected to `think', 'feel' and 'do' after seeing this ad?

Think : That looks like a clever way to ensure I maximise spontaneous Cigar salesFeel : If I get myself one of them it should be an easy way of making money


Product

Large pack shot .Uncomplicated lines

What mandatories are there?



Why should they believe this? (Rational and emotional reasons .)

"




What are we saying?Try these new Hamlet Miniatures - a very enjoyable `alternative' to cigarettes



What creative guidelines are there? (Category clichés to avoid . Brand personality and tone of voice .)

CDPA

DENT 5 U

COMPANY

BackgroundGallaher are looking at the possibility of launching, in effect, a new product onto the market . The timings are alittle TBC, and depending somewhat upon their competitor's activity (in the Cigarette market) .The rough plan would be to put the product into the trade in November, and then advertise once they have a decent weight ofdistribution .Why are we advertising?

Young cigarette smokers, predominately blokes, but some women as well . The core will be 20-40 years old and researchhas shown that over 60% of such a sample would at least try the new brand . (over 80% of blokes!)

Hamlet Miniatures will, for the first time, be available in a pack of 5 . See Attached. They offer consumers a veryconvenient size - don't last too long (a potential turn off of full sized Hamlet), have a bit more taste than cigarettes,have a very pleasant aroma and offer great value for money . They are individually wrapped in cellophane (making themappear fresher than their closest competitor- Cafe Creme) and are completely different (in their 5's packaging) toanything else on the market .


Timings:

Brief in

W/C 1 .11 .991st review

8.11 .99

2nd review

1 1 .11 .99

Final Review

15 .11 .99

Client Presentation

W/c 15 .1 1Brief and

North

Allonson

Weygang

Simpson

Kitchen

MyersTimingsApproved:


Account Team : North Date: November 2nd

Media: Print (Pages & 25x4) Job No : Gal 02 P 1600

Creative Teams: Production Budget : £25k

Product



What mandatories are there?Large pack shot .Uncomplicated lines



Whir should they believe this? (Rational and emotional reasons .)

BackgroundWe have had our Miniatures concepts rejected by Gallaher . They feel that as they are going to probably only runone very short burst of ads they want a clearer announcement - in their words "something like a Mayfair Ad" . (ie aline and pack shot)

"



The\- will sell for £1 .40, and for the period of the advertising have a large `New' printed on the overfilln .

What are we saying?Try these new Hamlet Miniatures - a very enjoyable `alternative' to cigarettes



CDPA DENTSU COMPANY

Young cigarette smokers, predominately blokes, but some women as well . The core will be 20-40 years old and researchhas shown that over 60°0 of such a sample would at least try the new brand . (over 80% of blokes!)

Hamlet Miniatures will, for the first time, be available in a pack of 5 . See Attached. They offer consumers a veryconvenient size - don't last too long (a potential turn off of full sized Hamlet), have a bit more taste than cigarettes,have a very pleasant aroma and offer great value for money . They are individually wrapped in cellophane (making themappear fresher than their closest competitor- Cafe Creme) and are completely different (in their 5's packaging) toanything else on the market .

What creative guidelines are there? (Category cliches to avoid . Brand personalityand tone of voice .)


Timings:

Brief in

w/c 22.11 .99

Ist review

3.12 . .99

2nd review

7.12.99

Final Review

9.12.99

Client Presentation

10.12 .99Brief and

North

Allonson

Weygong

Simpson

Kitchen

MyersTimingsApproved:


Account Team: North Dote : November 21 St

Media: Print (Pages & 25x4) Job No: Gal 02 P 1600

Creative Teams: Production Budget: £25k

Background

Client : Gallaher

Account Team :

North

Brand : Hamlet

Date :

January 6, 2000

Media : Radio

Requirement: 2 'Final Ever' Radio Scripts

IMP


TIMINGSBrief In

1 st _Review

2nd Review

Final Review

Client Presentation9.8 .99

23 .8.99

30 .8 .99

6 .8.99

7.9.99

BRIEF & TIMINGS APPROVEDSimon N

I\lark C:

Dave \~

Sean T Adrian K

moll M

All tobacco product advertising has to end on December 10" 1999 . Immediately prior to this Hamlet will be spending aconsiderable amount on radio advertising . The burst will be for approximately three weeks and be `heavy' . This briefasks for the final two ads that will run for the last couple of days of the burst . They should follow the cinema idea of`Just because we've got to stop, doesn't mean you have to' .

What concrete objectives does this brief aim to hells meet?

1) A massive awareness hike for Hamlet in the last couple of days that we're allowed to advertise2) Will some Radio Awards


The man in the street / pub / in his car / sitting at home - listening to the radio - He's 30-55 and really is Mr Average .He probably reads The Sun, lives in a three bedroom semi - goes to Greece or Spain in the summer and is a bit overeight (but middle age spread is a well documented phenomenon) . His job is a bit boring, but at least they give him a

car, and he's doing OK at the moment . He smokes a bit, but feels that he can control it . A decent night out may be himand his Misses to the pub with a few other married friends, and then for a curry with one other couple . He loves adecent kick-about in the park / garden with his 6 year old lad, but even he admits his 3 year old girl is becoming a bit ofa handful at the moment .He watches TV most evenings and has Sky (for the sport you know) but thinks that it has become really expensive nowand he hates all the crap channels that you have to buy - he likes Harry Enfield, Hale and Pace, that thing where thebloke keeps saying 'I Don't Believe It!', The Bill and Coronation Street (but everyone watches that don't they?) . He can'treally get his head around all of the Fast Show- sketches (- though he does like most of the programme) he also likes TheSweeney and the Professionals on UK Gold .He likes any ads that make him laugh - the Supernoodles stuff (where the bloke makes out that the kid has spilt thenoodles on the wife's shirt), The Fosters stuff, the xxxx stuff and the Holsten Pils ads .He knows Hamlet TV advertising used to be really funny (through his residual memory) but probably couldn't nameanv of the most recent work for the brand .He doesn't currently think that smoking a Hamlet is for him - but only because he hasn't really thought about it .

What does this ad have to do?

In the old days, ie 70s & 80s you couldn't turn on a TV comedy show with out the comediens `doing' a hamlet sketch -Aiss Abbot, Morcome & Wise, the Two Ronnies all did them, and the punchline, like our ads was always the music

ILife really isn't just a bed of roses, but at least Hamlet understands you and your life . When little things go wrong, don'tallow them to get you down - just enjoy a moment to yourself - A Hamlet Moment.

Proposition

Solace in the face of Adversity




Role

The purpose of this short brand paper is to help to define the core of the Hamlet Brand, andtherefore the elements that should be considered whenever any form of brand communication isdevised .

It should be consulted at the beginning of any creative process and then used again as a checklist against any proposed work.


After 34 years of probably the most single minded and best loved advertising campaign in theUK, it has become very difficult to separate out the physical `Brand' from its `Advertising' - inconsumers minds they are completely linked . So what then is the advertising idea all about?

In 1963, the creative team who had been charged with creating the Hamlet campaign weregetting no-where. They wanted to emulate the sense of well being and pleasure that a smokerderived from a cigar but were not finding any way of clearly articulating this as a simple idea .After a particularly frustrating day (that had left them no nearer to cracking the problem) theystood huddled in the rain at a bus stop waiting for the number 73 to take them home. It was agusty evening and lighting a cigarette proved impossible . Eventually their ride came, and theyboth moved straight to the smoking section . One pulled out a pack of 20 and passed one to hispartner . He lit his own and with a sigh, sat back into the seat uttering the words "Ahhhhh . . .Happiness is a cigarette on the top of a number 73 bus" . His partner grabbed a pen, scribbleddown the seemingly mindless utterance, spent all of that evening thinking about it and the nextmorning perhaps the most famous line in advertising history was born .

A Touch of Humour

Hamlet is a humorous, witty and warm brand .

Hamlet momcnts should not be simply jokes 'courtesy of Hamlet', or be from the `Carry onCamping', old or predictable style of humour . Instead they should generate a rye smile from thelistener / reader .

Who is our Core Consumer?

This section is designed to give a short pen-picture of typical Hamlet smokers .

Hamlet is a populist brand and effort must be made to ensure that all of our communicationcontinues to ensure that this remains the case .

He's probably between 30-55 and really is `Mr Average' (although he wouldn't perceive himselfto be average) .

He probably reads The Sun, lives in a three bedroom semi - goes to Spain in the summer for twoweeks and is a bit over weight (but middle age spread is a well documented phenomenon) .

His job is a bit boring, but at least he has one and he's doing OK at the moment .

He smokes (cigarettes) a bit, but feels that he can control it . He smokes Hamlet occasionally,usually in the pub . He likes a drink and can certainly control that .

A decent night out may be him and his Misses to the pub with a few other married friends, andthen for a curry with one or two other couples . Occasionally he'll `go out with the lads', drink abit too much, smoke too much and talk about football .

He loves a decent kick-about in the park / garden with his 6 year old lad, but even he admits his3 year old girl is becoming a bit of a handful at the moment.

He watches TV most evenings and has Sky ("for the sport you know") but thinks that it hasbecome really expensive now and he hates all the crap channels that you have to buy - he likesHarry Enfield, Hale and Pace, anything with Denise van Outen, that thing where the bloke keepssaying 'I Don't Believe it!', The Bill and Coronation Street (but everyone watches that don'tthey?) . He can't really get his head around all of the Fast Show sketches (- though he does likemost of the programme) he also likes The Sweeney and the Professionals on UK Gold .

He likes any ads that make him laugh - the Boddington's stuff, the Impulse ad (where the artschool model bloke gets a hard-on), the Supernoodles ad (where the dog eats off the blokes plateand then he gives it to his girlfriend) and the Holsten Pils one (where none of the gangsters canpronounce the brand name).

He knows Hamlet TV advertising used to be really funny (through his residual memory) butprobably couldn't name any of the most recent work for the brand .

The `Hamlet Moment'

Communication should revolve around an actual `Hamlet moment' . The central theme for these`Hamlet Moments' is an unfortunate event that anyone could imagine happening to them. (Sowhile you might not play golf you can easily empathise with the man in the ad who is stuck inthe bunker / you may have never actually been in a Photobooth, but you will understand thefeeling when machinery takes on a mind of its own) .

Some pieces of communication e.g . money-off promotions when this is the case judgment shouldbe used to keep the piece executionally as close as is possible to being a Hamlet moment, whilstalso fulfilling the requirement of that specific communications brief .

In all other cases, the communication piece must answer the Brand Proposition .


While the `Hamlet hero' in any situation is in an unfortunate position, he is not going out of hisway to be foolish . The `Hamlet Moment' will have been derived by happenstance, frustration ormisunderstanding - never because he is just downright foolish . Consumers must be able toempathise with his situation, feeling for him as opposed to thinking of him as a twit .

Utopia would be depicting the Hamlet hero as `the man on the street', who has had a cruel handof fate dealt to him but who's reaction is to simply shrug and reach for a Hamlet .

Happiness

The `Hamlet Happiness' is the personal / inner sense of contentment / pleasure that a smokerderives from the first puff on a Hamlet cigar .

Although, in communication, the happiness is augmented by the preceeding unforutnate event,consumers will understand the sense of satisfaction and relaxation derived from smoking aHamlet, even if this does not follow a personal experience of a `Hamlet moment' .

Where do `Hamlet moments' occur?

Whilst all communciation should answer the brand proposition, the Hamlet smoker depicted incommunication can be tailored to fit the appropriate medium, and does not have to be the `manon the street'E.g . Jockey, alien etc .

The Hamlet moment does not have to be a moment when the smoker is alone . Whilst thesmoker must be seen to be comforted by smoking his Hamlet (after an unfortunate event), it ispossible that he is with friends or family, in a pub, or some form of social or sporting event .

Brand Proposition

Solace in the face of adversity .

Consumer Expression

Comfort when the little things in life go wrong .

The Line

All Hamlet communication pieces must include `the line' :

Happiness is a cigar called Hamlet

Please see `Usage of line' for further details .

RADIO ADVERTISING GUIDELINES

1 . The recording should draw you in - painting a picture in listeners minds

2. We should be careful not to date the brand - executions should feel contemporary - either intheir content or their production values

3 . We should try to build to the Hamlet moment rather than simply arriving at it as a huge andunrelated surprise

4 . We should avoid `cheapening' / `inappropriate' language and ensure we maintain the statureof the brand

i . Scripts should inspire great acting performances

( . Use as much time around the Hamlet match strike and music as possible

- give the match strike and music `air' to give full impact .

Visuals

Whether illustration or photography are used, the visual should be as clear and as uncluttered aspossible .

The Line

In all communication the line `Happiness is a cigar called Hamlet' should be used .

_Typeface & FontThe line should be in Franklin Gothic .The relative size of the font should be adapted to suit the relevant medium (e.g. the line wouldneed to be relatively bigger on a piece of point of sale in comparison to a press ad .As a rough guide, a recommendation of a minimum of 32point font in a 25x4 press ad .

UsageThere are specific occasions when the line may be adapted .

a

RadioIn appropriate executions the accent of the voice-over may be changed (eg . Prisoner - Germanccent)Sound effects might also be added as appropriate (eg . xxxx - tannoy announcment style)

PrintIn all cases the line `Happiness is a cigar called Hamlet' should be used, in some cases it will beused in conjunction with a packshot.

Packshot - tbcColour - tbc

Health Warning .

As per the Tobacco Volunatary Agreement :

Attribution

PRINT GUIDELINES

`Warning Area'-10% of total area- at the base of the ad,- clearly delineated from the remainder of the ad

`Warning Notice'- the warning notice will be centered in the `Warning Area'- in Monotype Times New Roman- the Warning will be in Capitals, the attribution in initial Capitals & lower case- the Warnings rotate equally during a year between :SMOKING CAUSES CANCER;SMOKING CAUSES FATAL DISEASES ;SMOKING DAMAGES THE HEALTH OF THOSE AROUND YOU;SMOKING CAUSES HEART DISEASE .

Chief Medical Officers' Warning("This does not change)

The Strategy

TOPICAL ADVERTISING GUIDELINES

An absolute understanding of the Hamlet strategy is essential for good topical advertising .

By definition `topical' ads will be triggered by an event or situation occurring - sometimes thesewill be (to a degree) predictable but more often than not, they won't .

The value however of good topical advertising is huge . To both consumers and the trade, the(perceived) fast turn around of any advertising makes Hamlet feel incredibly quick witted andtherefore a brand that people want to relate to .

This fast turn around does sometimes however, mean that certain production values are lost.This is unfortunately the compromise associated with Topical Advertising . On each occasion theidea / opportunity has to be judged on its own merit and the `ad' judged accordingly .

Radio

With Radio currently performing the role of Hamlet's lead medium, the ideal would be for radioto be used for all topical advertising .

There are a number of drawbacks to using radio :

When radio is used it should be produced with as much synergy as possible to non-topicaladvertising (ie the matchstrike, the music and the full voice over should be utilised) .

Press

Production turn-around timesMedia booking restrictionsRACC Approval ProcessLinking the ad / idea to the topical event in people's minds

The reality of topical advertising will be that many of the ads appear in the press as 25 x 4 monoexecutions, due to timing restrictions .

When this is the case the following guidelines should be adhered to :

I .

The ad should be positioned as close as feasible to the `topical' story, either thesame page or saine spread .

2 .

If an illustration is used it is as clear and uncluttered as possible

3 .

`Happiness is a cigar called Hamlet' (the line) must be clear(Franklin Gothic C a minimum of 32 pt)

4 .

The health warning will appear as per the Tobacco Voluntary Agreement

Role

The purpose of this short brand paper is to help to define the core of the Hamlet Brand, andtherefore the elements that should be considered whenever any form of brand communication isdevised .

It should be consulted at the beginning of any creative process and then used again as a checklist against any proposed work.



In 1963, the creative team who had been charged with creating the Hamlet campaign weregetting no-where . They wanted to emulate the sense of well being and pleasure that a smokerderived from a cigar but were not finding anyway of clearly articulating this as a simple idea .After a particularly frustrating (day that had left them no nearer to cracking the problem) theystood huddled in the rain at a bus stop waiting for the number 73 to take them home. It was agusty evening and lighting a cigarette proved impossible . Eventually their ride came, and theyboth moved straight to the smoking section . One pulled out a pack of 20 and passed one to hispartner . He lit his own and with a sigh, sat back into the seat uttering the words "Ahhhhh . . .Happiness is a cigarette on the top of a number 73 bus" . His partner grabbed a pen, scribbleddown the seemingly mindless utterance, spent all of that evening thinking about it and the nextmorning perhaps the most famous line in advertising history was born.

A Touch of Humour

Hamlet is a humorous, witty and warm brand, that said humour is not the only ingredient .

Where possible any piece of communication should revolve around an actual `Hamlet moment' .The central theme for these `Hamlet Moments' is an unfortunate event that anyone couldimagine happening to them . (So while you might not play golf you can easily empathise with theman in the ad who is stuck in the bunker / you may have never actually been in a Photobooth,but you will understand the feeling when machinery takes on a mind of its own).

Some pieces of communication will be designed specifically to appeal to a very particular targetaudience (ie Trade / Sporting Events etc) when this is the case a spectrum of possible executionswill present itself - from pure Hamlet moments, to specifically targeted gags - in each casejudgment should be used to keep the piece executionally as close as is possible to being a Hamletmoment, whilst also fulfilling the requirement of that specific communications brief.

In all cases, the communication piece must answer the Brand Proposition .

Whatever Hamlet stands for in any particular context, it should also be seen to clearlyunderstand / have empathy with the specific target audience .


While the `Hamlet hero' in any situation is being unfortunate, he is not going out of his way tobe foolish . The `Hamlet Moment' will have been derived by happenstance, frustration ormisunderstanding - never because he is just downright foolish . Consumers must be able toempathise with his situation, feeling for him as opposed to thinking of him as a twit .

Utopia would be depicting the Hamlet hero as one off the lads, who has had a cruel hand of fatedealt to him but who's reaction is to simply shrug and reach for a Hamlet .


(This section is designed to give a short pen-picture of typical Hamlet smokers. It breaks intothree sections, the `Committed Smoker', the `Occasional Smoker' and the `Potential smoker') .

Hamlet is a populist brand and effort must be made to ensure that all of our communicationcontinues to ensure that this remains the case .

a) The Committed Smoker

(To be completed)

b) The Occasional Smoker

He's probably between 30-55 and really is `Mr Average' .




A decent night out may be him and his Misses to the pub with a few other married friends, andthen for a curry with one or two other couples .

He loves a decent kick-about in the park / garden with his 6 year old lad, but even he admits his3 year old girl is becoming a bit of a handful at the moment .

He watches TV most evenings and has Sky ("for the sport you know") but thinks that it hasbecome really expensive now and he hates all the crap channels that you have to buy - he likesHarry Enfield, Hale and Pace, that thing where the bloke keeps saying 'I Don't Believe it!', TheBill and Coronation Street (but everyone watches that don't they?) . He can't really get his headaround all of the Fast Show sketches (- though he does like most of the programme) he also likesThe Sweeney and the Professionals on UK Gold.

He likes any ads that make him laugh - the Boddington's stuff, the Impulse ad (where the artschool model bloke gets a hard-on), the Supernoodles ad (where the dog eats off the blokes plateand then he gives it to his girlfriend) and the Holsten Pils one (where none of the gangsters canpronounce the brand name) .

He knows Hamlet TV advertising used to be really funny (through his residual memory) butprobably couldn't name and- of the most recent work for the brand .

c) The Potential smoker

(to be completed)

Brand Proposition

The sense of Happiness derived from a Hamlet Cigar

The Line

All Hamlet communication pieces must include `the line' (Happiness is a cigar called Hamlet)

There will be occasions when this line can be abbreviated to `Happiness is . . .' but on thoseoccasions a pack shot must be included .

Advertising Proposition


Happiness

The `Hamlet Happiness' is the personal / inner sense of contentment / pleasure that a smokerderives from the first puff on a Hamlet cigar .

RADIO ADVERTISING GUIDELINES

1 . Hamlet moments give the listener a warm feeling / a rye smile, they are NOT

- simply jokes `courtesy of Hamlet'

- from the `Carry on Camping'/ òld' / `boring' / `predictable' style of humour

2 . The Hamlet hero must be likable - something has happened to him / her that we canempathise with

3 . The recording should draw you in - painting a picture in listeners minds

4 . We should be careful not to date the brand - executions should feel contemporary - either intheir content or their production values

S . We should try to build to the Hamlet moment rather than simply arriving at it as a huge andunrelated surprise

h . We should avoid `cheapening' / ìnappropriate' language, but ensure we maintain the statureof the brand

7 . Scripts should inspire great acting performances

R . Use as much time around the Hamlet match strike and music as possible

- give the match strike and music àir' to give full impact .

TOPICAL ADVERTISING GUIDELINES

The Strategy

An absolute understanding of the Hamlet strategy is essential for good topical advertising .

By definition `topical' ads will be triggered by an event or situation occurring - sometimes thesewill be (to a degree) predictable but more often than not, they won't .

The value however of good topical advertising is huge . To both consumers and the trade, the(perceived) fast turn around of any advertising makes Hamlet feel incredibly quick witted andtherefore a brand that people want to relate to .

This fast turn around does sometimes however, mean that certain production values are lost .

This is unfortunately the compromise associated with Topical Advertising . On each occasion theidea / opportunity has to be judged on its own merit and the `ad' judged accordingly .

Radio

With Radio currently performing the role of Hamlet's lead medium, the ideal would be for radioto be used for all topical advertising .

There are a number of drawbacks to using radio :

Production turn-around timesMedia booking restrictionsRACC Approval ProcessLinking the ad / idea to the topical event in people's minds

When radio is used it should be produced with as much synergy as possible to non-topicaladvertising (ie the matchstrike, the music and the full voice over should be utilised) .

Press

The reality of topical advertising will be that many of the ads appear in the press as 25 x 4 monoexecutions .

When this is the case the following guidelines should be adhered to :

l .

The ad should be positioned as close as feasible to the `topical' story

2 .

If an illustration is used it is as clear an uncluttered as possible

3 .

`Happiness is a cigar called Hamlet' (the line) must be clear(Franklin Gothic @ a minimum of 32 pt)

4 .

The health warning will appear as per the Tobacco Voluntary Agreement

ie . 10% of total area, at the base of the ad, clearly delineated from the remainder ofthe ad . The warning notice will be centered in the `Warning Area' and be in Monotype TimesNew Roman (The Warning will be in Capitals, the attribution in initial Capitals & lower

case)

The warnings rotate equally during a year between SMOKING CAUSES CANCER;SMOKING CAUSES FATAL DISEASES ; SMOKING DAMAGES THE HEALTH OFTHOSE AROUND YOU ; SMOKING CAUSES HEART DISEASE.

The

attribution (Chief Medical Officers' Warning) does not change


A Touch of Humour

Hamlet is a humorous, witty and warm brand, that said humour is not the only ingredient .



He's probably between 30-55 and really is `Mr Average' .



In 1963, the creative team who had been charged with creating the Hamlet campaign weregetting no-where . They wanted to emulate the sense of well being and pleasure that a smokerderived from a cigar but were not finding anyway of clearly articulating this as a simple idea .After a particularly frustrating (day that had left them no nearer to cracking the problem) theystood huddled in the rain at a bus stop waiting for the number 73 to take them home . It was agusty evening and lighting a cigarette proved impo , sible . Eventually their ride came, and theyboth moved straight to the smoking section . One pulled out a pack of 20 and passed one to hispartner . He lit his own and with a sigh, sat back into the seat uttering the words "Ahhhhh . . .Happiness is a cigarette on the top of a number 73 bus" . His partner grabbed a pen, scribbleddown the seemingly mindless utterance, spent all of that evening thinking about it and the nextmorning perhaps the most famous line in advertising history was born.

Where possible any piece of communication should revolve around an actual `Hamlet moment' .The central theme for these `Hamlet Moments' is an unfortunate event that anyone couldimagine happening to them. (So while you might not play golf you can easily empathise with theman in the ad who is stuck in the bunker / you may have never actually been in a Photobooth,but you will understand the feeling when machinery takes on a mind of its own) .

While the `Hamlet hero' in any situation is being unfortunate, he is not going out of his way tobe foolish . The `Hamlet Moment' will have been derived by happenstance, frustration ormisunderstanding - never because he is just downright foolish . Consumers must be able toempathise with his situation, feeling for him as opposed to thinking of him as a twit .

Utopia would be depicting the Hamlet hero as one off the lads, who has had a cruel hand of fatedealt to him but who's reaction is to simply shrug and reach for a Hamlet .



A decent night out may be him and his Misses to the pub with a few other married friends, andthen for a curry with one or two other couples .

He loves a decent kick-about in the park / garden with his 6 year old lad, but even he admits his3 year old girl is becoming a bit of a handful at the moment .

He watches TV most evenings and has Sky ("for the sport you know") but thinks that it hasbecome really expensive now and he hates all the crap channels that you have to buy - he likesHarr), Enfield, Hale and Pace, that thing where the bloke keeps saying 'I Don't Believe it!', TheBill and Coronation Street (but everyone watches that don't they?) . He can't really get his headaround all of the Fast Show sketches (- though he does like most of the programme) he also likesThe Sweeney and the Professionals on UK Gold .

He likes any ads that make him laugh - the Boddington's stuff, the Impulse ad (where the artschool model bloke gets a hard-on), the Supernoodles ad (where the dog eats off the blokes plateand then he gives it to his girlfriend) and the Holsten Pils one (where none of the gangsters canpronounce the brand name) .

He knows Hamlet TV advertising used to be really funny (through his residual memory) butprobably couldn't name any of the most recent work for the brand .

client gallaher accountteam: north, campbel golding … · · 2014-01-06sheet client...

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