Crayon created a new ad for Sony promoting their 3D coverage of Wimbledon that builds upon nostalgia from a previous ad by Fallon. The new ad replaces the brightly colored balls thrown through San Francisco with tennis balls bouncing through Wimbledon's streets, paying homage to the original ad even with a nod to the frog that appeared. Crayon used recognition of the prior ad to reinforce understanding of Wimbledon tennis.

2. TOPICAL OPPORTUNITY

3. CREATIVE REVIEW SAYS…
“The ad, which promotes Sony's 3D coverage of the Wimbledon tennis
championships, was created by digital agency Crayon. The original
spot, by Fallon, saw thousands of brightly coloured balls thrown down
the hilly streets of San Francisco. In the new ad these are replaced with
tennis balls, which are shown bouncing through Wimbledon's
quintessentially English streets. It is a carefully done homage, and the
eagle-eyed will notice there is even a nod to the frog that appeared in
the original commercial.”
Crayon have used nostalgia from a previous ad to build upon the
understanding of Wimbledon.

4. TOPICAL OPPORTUNITY
Another sporting event advertising agencies always pick up on is the
World Cup. The brand is always portrayed as „behind the team‟, and
„united with the nation‟. For example, Mars changed their name to
„Believe‟.

5. “CARLSBERG DON’T DO PUB TEAMS…”

6. CARLSBERG OLD LIONS
Old Lions is the seventh television piece in the „World According to
Carlsberg‟ series, created by Saatchi & Saatchi they aligned Carlsberg
with football legends, taking on the status of „legend‟ and in turn
creating an affiliation between the two.
Using a device firmly rooted in the culture of the brands target
audience it playfully positions the brand in a unique way. All beers want
to be known as the best but Carlsberg want to be amongst the currently
aspirational (in this case people significant to the world cup)
Voted as one of the top ten advertisements of the decade by the British
public. The interactive element of the commercial proved a huge
success, with more viewers spending a significant portion of time
watching content than any previous interactive television campaign.

7. TACTICAL OPPORTUNITY

8. TACTICAL OPPORTUNITY

9. THE COMPETITOR
Here Asda are addressing the competition with other supermarkets in
order to promote their lower prices. The ads were created in-house.

10. AND ONE THAT WORKED

11. M&C SAATCHI
A surprising campaign for online electronics retailer dixons.co.uk
created by M&C Saatchi in London, they cheekily recognise the brand's
position in the electronics market, which is pretty much at the bottom.
The ads acknowledge a habit that many of us may recognise with some
guilt – that we will get advice about expensive goods at a more
upmarket store, but then nip online to make the actual purchase, where
it is cheaper.
Using the familiar fonts from a number of popular London retailers –
Selfridges the ads open with a description of the benefits of shopping in
these stores, before then reverting to the Dixons font with the line "then
go to dixons.co.uk to buy it".

12. CONTROVERSY…
However, these ads have been banned in the last couple of months.
Rival supermarkets Morrisons and Tesco complained that the ads
included groceries and non-food items which were excluded from the
price comparison.
The supermarkets also complained that Asda implied it was generally
cheaper than its rivals and did not make it clear that there were
“significant” exclusions from the price comparison.
Morrisons complained that Asda‟s Price Guarantee could not be
substantiated because its prices could not be accurately reflected as
they do not appear online.
The important lesson here is that you have to get facts straight before
going up against a rival in the public domain.

13. COMMERCIAL OPPORTUNITY
Barclay‟s launched a non-contact credit card
that you can use instead of your Oyster – an
initiative developed by BBH.
OnePulse is the name of a credit card that is issued by Barclays that
combines the functionality of an Oyster cardwith a Visa contactless
enabled credit card. Barclaycard OnePulse was launched in early
September 2007.

14. THANK YOU