M&C Saatchi Airs 3 New Campaigns

M&C Saatchi is unveiling new campaigns for three clients: British Airways, Shady Brook Farms and Packard Bell.
For BA, the agency’s London office has developed two 30-second spots, scheduled to break this week. “Tears of Joy” features a montage of people from far-flung places crying with joy at a wedding, a reunion and the birth of a child. “The world is closer than you think,” explains the copy as the familiar BA aria plays in the background. The spot ends with the client’s long-running tag: “The world’s favourite airline.”
Another commercial illustrates how easy it is to “drift off” in the comfort of BA’s business class seats by showing a sleepy, suit-clad traveler literally floating out of his chair.
In the third spot, from M&C in New York, a patient in a hospital bed rolls into the street, which he finds deserted, ostensibly because everyone has taken advantage of BA’s low fares to Europe. “Where is everybody?” he yells.
Separately, M&C’s New York office last week broke its first work for Shady Brook Farms since winning the $6 million account in March.
Two TV spots take Shady Brook’s reputation for fresh poultry to the extreme. In one spot, a delivery truck grinds to a halt on a country road as the driver leaps out and rolls around on a freshly cut field, grabbing and smelling clumps of grass. The tagline: “We’re kinda freaks about freshness.” The spots broke last week in Richmond, Va., and will roll out to other markets in January.
Packard Bell’s new campaign, which broke last week, revolves around the generation gap.
Two spots show how PCs have become an integral part of children’s lives, as opposed to that of their elders, while also touting Packard Bell’s technical support and product durability. The ads feature a new tagline: “The computer the world comes home to.” According to agency executive creative director David Page, the campaign “continues the effort to present reasons to bring a computer home.”
Mike Gold, Packard Bell’s senior vice president of advertising, said the ads capture “the essence of the Packard brand families and home.”