SPOTTING OPPORTUNITIES ASSESSMENT BRIEF MARTIN HEADON • OLLY WOOD
TopicalThis ad shows 2 press photostaken during the 1979 Labourleadership election, featuring rivalcandidates Tony Benn and DenisHealey taking photos of eachother with an Olympus XA camera.Alfredo Marcantonio from CollettDickenson Pearce spotted thephotos and wrote the copy, whichcleverly plays on the 2 politicians’bitter rivalry.The ad was sold to Olympus thesame day.
TacticalThis advert was produced inresponse to launch of BritishAirways major campaign “To Fly,To Serve’’It positions Easyjet as a low-costbrand that doesn’t take itselftoo seriously or put fares up byspending unnecessary money(though customers might beinterested to know how much itcost them to place the ad).
But tactical advertising is a double-edged sword, and while it took the fight to BA, it alsoconflicted with Easyjet’s new campaign, which loses the price positioning - and it is thoughtthat 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 BritishAirways’ previous slogan “The world’s favourite airline” demonstrates.
CommercialNew Look – Style The NationMother London helped create thisTV programme as an opportunity fortheir client New Look – a women’sclothes store – to gain extrapublicity among the hip Channel 4Saturday morning audience.The series, hosted by Nick Grimshaw,involved amateur stylists challengedto create a whole new collection injust 48 hours. The eventual winnerwas given a job as a New Lookstylist.Creating the programmeencouraged would-be fashiondesigners to engage with thebrand, as well as the sponsorshipraising awareness of the name.It also allowed New Look to ownthe phrase “Style The Nation”,positioning the brand as a nationaltrendsetter.