Brief
Create a new TV advertisement – from script through to production.

Four advertising agencies had already tried to beat the current control TV advertisement without success.

Aim
Outperform current TV advertisement

What we did
Previous ads were too conceptual without hitting the mark. A strong message was needed to cut through the clutter of afternoon television.

The resulting creative was based around ‘breaking news’ – and closely followed the AIDA principles (Attention, Interest, Desire, Action).

Results
This campaign was tested against the control. It beat the control on some channels, but not on others. However it produced a higher result than all other agency attempts.