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Agency of the Week: Saatchi & Saatchi London

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This week we're featuring a trio of campaigns from Saatchi London, all of which dropped this week and all of which showcase the agency's unique, defiantly offbeat British sense of humour.

Babies show off their poo faces for Pampers

Now matter how mature you are (or claim to be), sometimes there's nothing funnier than poo, something that Saatchi & Saatchi London is counting on in their latest campaign for nappy brand Pampers. The “Don't Fear The Mess” campaign takes a humorous look at the task all parents fear above all others, and does so with a cheeky grin and a surprising level of beauty. The campaign is being headlined by a new film from Great Guns, which has already claimed a batch of awards at the Cannes Lions.

The “Don't Fear The Mess” campaign for Pampers by Saatchi & Saatchi London takes a humorous look at the task all parents fear

The “Pooface” film, directed by Olly Blackburn, took a Silver Film Craft Lion in the Casting category, a Bronze Film Craft Lion in editing and a Bronze Film Lion in the Toiletries, Cosmetics & Beauty category. The film also got shortlisted in the Film Craft use of Licensed/Adapted Music category. It was shot in high definition and in super slow motion, and captures ten babies pulling funny faces while they are doing their business, all to the classic tune of “Thus Spoke Zarathustra” by Strauss, otherwise known as “That song from 2001: A Space Odyssey.” Great Guns executive producer Laura Gregory said that the director loved the treatment from the second he read it because “He's a great fan of number 2's!” Aren't we all.

Winston Wolf returns for Direct Line

Direct Line and Saatchi & Saatchi London have teamed up to launch the latest instalment of their campaign starring Harvey Keitel as Winston Wolf from the cult classic Quentin Tarantino thriller Pulp Fiction. “Roger” promotes Direct Line’s Home insurance Plus product, and follows the series of ads which launched in August 2014, in which Wolf ‘fixes’ Britain’s insurance dilemmas with propositions from Direct Line, in a clever twist on his more sinister role in the classic film. This latest ad continues the theme, and sees the character coming to the rescue of Jenny, whose unfortunate chocolate fudge cake-making accident has broken her phone and covered her daughter’s toy rabbit (“Roger”) with cake mix.

Direct Line and Saatchi & Saatchi London have launched the latest instalment of their campaign starring Harvey Keitel as Winston Wolf


Wendy Pearson head of marketing at Direct Line Insurance, said: “It’s nearly a year since we launched our first ads featuring Winston Wolf, and our latest instalment continues to challenge the insurance market in both its creative approach and by focusing on performance rather than price.” Paul Silburn, the chief creative officer at Saatchi & Saatchi London group, added: “This latest ad shows that when you find yourself in a sticky situation, you really want Winston Wolf and Direct Line on your side."

Toyota tells the truth about hybrids

Toyota Motor Europe and Saatchi & Saatchi London have launched a new pan European campaign for the new Toyota Auris Hybrid that tells the truth about hybrid cars. A truth they insinuate is over overlooked. Directed by Martin Grainger, the campaign features a 75 second online film called and three 30 second TV ads, all of which were shot in Lisbon, and feature the American actor and comedian Regan Burns hooked up to a lie detector and challenged to talk about the experience of driving the Auris. The online film, also includes “Outtakes” from the shoot, in which Burns falls asleep at the wheel, admits that he is not actually driving the car, and reveals that he’s naked from the waist down. Launching first in mainland Europe, the campaign will run in the UK throughout August.

Toyota Motor Europe and Saatchi & Saatchi London have launched a new pan European campaign for the Toyota Auris Hybrid


Andy Jex, ECD at Saatchi & Saatchi, said: “Using an all-American spokesman with perfect teeth to tell you why you need the new Auris Hybrid may sound like we’re going back in time to the deceitful days of Don Draper, but no, throw in a lie detector and this is the most honest thing we’ve made all year. Really.” Dario Giustini, senior manager of brand & communications at Toyota Motor Europe, added: “Why shouldn't we simply use a lie detector to demonstrate what real hybrid owners tell us; that driving a Toyota Hybrid makes you fall in love with driving again.”


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