Driven unveils £1m Westland TV campaign

Westland was Driven’s first major account announcement following the agency’s launch by ex TBWA\ quartet Nick Brookes, Neil Griffiths, Chris Lear and Graham Drury in February.

The agency’s campaign, featuring Westland’s premium compost, West+Advanced, breaks today and will be aired around key selling periods during May. It carries an initial spend of £1m. The ad features a singing worm who ploughs through a song and dance routine to extol the virtues of the product. Driven’s Nick Brookes said: “While gardening is high on the agenda for many people at key periods during the year, the choice of compost isn’t. In instances like this, you can’t expect to engage consumers through just providing straight product information. They are simply not looking out for what you have to say. You need to catch them unawares and present what you have to say in a way that engages people, but still gets the message through.” Explaining the presence of the all-singing, all-dancing worm, Driven’s Chris Lear said: “Our little worm is a great way of adding some personality and memorability to an otherwise indistinct category.” Driven also recently announced that it had been appointed by footwear and fashion retailer Footasylum to develop a brand and communications strategy for the firm’s high street and online business.