› See the clip Quicktime, 2.2Mb

When Stelios Haji-Ioannou arrives on your doorstep and asks you to jump in his car with him up to Luton Airport that afternoon, see the fledgling airline that he's launching and make a TV ad in two weeks with a tiny budget - you jump at the chance.

DOT director Pete Warren made a series of 10 second and 30 second TV ads at TUI, announcing the launch of the bubbly budget airline on its first routes from Luton to Glasgow and Edinburgh.

The brief was to be bold - "It's all about bums on seats..." and to make the most of the industry-shaping £29 price tag - "as cheap as a pair of jeans..."

We had just a typeface, a colour palette (er... orange) and a few still photographs to produce the entire ad, so the treatment had to be very direct.

The distinctive ads were scripted, designed, voiced and animated on desktop PC, keeping production costs and time to a minimum in the spirit of the Easyjet ethos.

T +44 (0)1273 477700
tellmemore@dotco.co.uk

DOT NEW MEDIA LIMITED
20 High Street
Lewes
East Sussex
BN7 2LN UK

© DOT 2010