SPOTTING OPPORTUNITIESASSESSMENT BRIEF

MARTIN HEADON • OLLY WOOD

TopicalThis ad shows 2 press photos taken during the 1979 Labour leadership election, featuring rival candidates Tony Benn and Denis Healey taking photos of each other with an Olympus XA camera.

Alfredo Marcantonio from Collett Dickenson Pearce spotted the photos and wrote the copy, which cleverly plays on the 2 politicians’ bitter rivalry.

The ad was sold to Olympus the same day.

TacticalThis advert was produced in response to launch of British Airways major campaign “To Fly, To Serve’’

It positions Easyjet as a low-cost brand that doesn’t take itself too seriously or put fares up by spending unnecessary money (though customers might be interested to know how much it cost them to place the ad).

But tactical advertising is a double-edged sword, and while it took the fight to BA, it also conflicted with Easyjet’s new campaign, which loses the price positioning - and it is thought that ad agency VCCP were against this advert from the start.

But it appears that taking potshots is something Easyjet can’t resist - as this riff on British Airways’ previous slogan “The world’s favourite airline” demonstrates.

CommercialNew Look – Style The Nation

Mother London helped create this TV programme as an opportunity for their client New Look – a women’s clothes store – to gain extra publicity among the hip Channel 4 Saturday morning audience.

The series, hosted by Nick Grimshaw, involved amateur stylists challenged to create a whole new collection in just 48 hours. The eventual winner was given a job as a New Look stylist.

Creating the programme encouraged would-be fashion designers to engage with the brand, as well as the sponsorship raising awareness of the name. It also allowed New Look to own the phrase “Style The Nation”, positioning the brand as a national trendsetter.