The Work: New Campaigns - UK.(Marks and Spencer PLC contracts Rainey Kelly Campbell Roalfe/Y&R)(Sony (U.K.) Ltd. contracts Fallon)(British Heart Foundation contracts Lowe London)

 
ONE TO LOOK OUT FOR - Marks & Spencer - Christmas 05 

THE LOWDOWN

In a continuation of Marks & Spencer's 'Your M&S' strategy, Rainey Kelly Campbell Roalfe/Y&R has aimed to produce a Christmas ad that stands out from the usual festive fare.

Instead of trying to promote the store's entire offering, this campaign is focused on the women's clothing range. Separate food ads will be launched later in the month.

The 40-second TV spot is based around the premise of a Moulin Rouge-style stage show, where everyone in the production wears clothes from M&S.

Starting in a snowy side-street, two women in fur coats disappear into a stage door. The camera then makes its way through the backstage and dressing room areas, past women wearing M&S lingerie and evening gowns. The shot then cuts to the exterior of the theatre, which is festooned in bright lights, and displays the words: 'Your M&S presents Christmas.'

In the third quarter of 2005, M&S saw an overall sales increase of 3.3 per cent, the first improvement in quarterly sales for two years.

 
SONY - THE PILL 
Project: The pill 
Client: David Patton, senior vice-president, marketing and 
communications Europe, Sony 
Brief: Launch the new Sony Walkman 
Creative agency: Fallon 
Writers: Juan Cabral, Richard Flintham 
Art directors: Juan Cabral, Richard Flintham 
Planner: Lucy Howard 
Media agency: OMD 
Media planner: Christina Hesse 
Production company: RSA Films 
Director: Brett Foraker 
Editor: Adam Rudd, RSA Films 
Post-production: The Mill 
Audio post-production: Wave 
Exposure: TV, …