This document discusses three different advertising campaigns: 1) An 1979 advertisement for Olympus cameras featuring rival politicians Tony Benn and Denis Healey taking photos of each other during their leadership election. 2) An advertisement for budget airline EasyJet that takes a shot at British Airways' advertising campaign in response to their major campaign launch. 3) A television program sponsored by women's clothing store New Look called "Style The Nation" that featured amateur stylists challenged to create new collections in 48 hours for publicity and to engage potential customers and fashion designers with the brand.

1. SPOTTING OPPORTUNITIES
ASSESSMENT BRIEF
MARTIN HEADON • OLLY WOOD

2. Topical
This ad shows 2 press photos
taken during the 1979 Labour
leadership election, featuring rival
candidates Tony Benn and Denis
Healey taking photos of each
other with an Olympus XA camera.
Alfredo Marcantonio from Collett
Dickenson Pearce spotted the
photos and wrote the copy, which
cleverly plays on the 2 politicians’
bitter rivalry.
The ad was sold to Olympus the
same day.

3. Tactical
This advert was produced in
response to launch of British
Airways major campaign “To Fly,
To Serve’’
It positions Easyjet as a low-cost
brand that doesn’t take itself
too seriously or put fares up by
spending unnecessary money
(though customers might be
interested to know how much it
cost them to place the ad).

4. But tactical advertising is a double-edged sword, and while it took the fight to BA, it also
conflicted with Easyjet’s new campaign, which loses the price positioning - and it is thought
that 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 British
Airways’ previous slogan “The world’s favourite airline” demonstrates.

5. Commercial
New Look – Style The Nation
Mother London helped create this
TV programme as an opportunity for
their client New Look – a women’s
clothes store – to gain extra
publicity among the hip Channel 4
Saturday morning audience.
The series, hosted by Nick Grimshaw,
involved amateur stylists challenged
to create a whole new collection in
just 48 hours. The eventual winner
was given a job as a New Look
stylist.
Creating the programme
encouraged would-be fashion
designers to engage with the
brand, as well as the sponsorship
raising awareness of the name.
It also allowed New Look to own
the phrase “Style The Nation”,
positioning the brand as a national
trendsetter.