We at Underdog have recently collaborated with Disney to create animated sponsorship idents for Smyths Toys. The sponsorship of Mickey Mouse Clubhouse on Playhouse Disney began last week and is just part of the overall marketing mix which includes TV commercials, outdoor, catalogues, in-store, radio and more. You can see the work here.

Those hugely experienced people over at Market Chemistry have launched a sister company, Brand Chemistry with the aim of  catalysing brands through strategy and deep insight into people. The new website states "At the heart of every great brand is strong insight that is translated into action. Our approach builds out from existing insights or establishes new ones to provide a strong foundation for the work we do from that point." We couldn't agree more which is why we plan to work alongside the guys at Brand Chemistry on projects in the near future. Paul Colback, ex Global Brand Director of PZ Cussons and Bob Jones, ex Managing Director of PZ Cussons are no strangers to the team here at Underdog and we are pleased that they chose to work with us on these projects. Luckily for us, they have enough experience to see that even though we are a relatively small agency, the team at Underdog has one of the biggest track records around.

We at Underdog have recently produced a new identity and website for Market Chemistry. Market Chemistry help organisations re-assess their strategic intent and develop the right plans and infrastructure to optimise their business performance. A few of us here at Underdog have a history of working with many top brands, helping create big ideas that work through the line. One such client was PZ Cussons which owns the Imperial Leather and Carex brands. At the helm back then was Paul Colback - Global Marketing Director and now co-founder of Market Chemistry. Those few, now applying our trade here at Underdog, spent many a day and night plotting the domination of the antibacterial hand-wash and shower gel markets, among other things, with Paul and his team. So it's a great pleasure to be working with Paul, Steve, Bob and Tony at Market Chemistry and it's good to know that Paul rated us so highly from those days at PZ Cussons that he came to us for this project. Well, he had to get it right because this time it's his own money.

We did it. The next Smyths Toys TV commercial was shot this week in a garden in, we're happy to say, a very sunny St Helens. In fact, the top of Doug's and Ken's heads have gone a bit red. The four children in the ad were absolutely brilliant for almost all of the time and there was hardly any crying apart from when Ken and Tina were told that they were not allowed on the trampoline. A huge thanks to The Talent - Matt, Saif, Maddie and Tilly. You are all little stars. And to everyone involved, it was a great days shoot.

Last Friday saw the official Rob Mac Racing team launch party. Underdog was invited so Ken, Viv and Doug made the journey over to Motorpoint in Derby. The whole team was there including Chris Walker, Michael Rutter, Taylor McKenzie and Dan Linfoot. The event was, of course, hosted by the one and only Rob himself with the help of commentator Fred Clarke and a special appearance by Niall McKenzie. It was a fantastic event and the Rob Mac Team clearly mean business next season. The riders looked motivated and focussed and as for the bikes, well, Viv and Doug seriously considered the consiquences of making off with one of them. Even though the public turned out in droves, we managed to get a word in with most of the team. In fact, Viv managed to corner one one of his race heroes, Mike Rutter, for quite a while and he hardly looked scared at all.

Pray for sun. This weekend Underdog Creative are behind the camera again filming new Smyths Toys commercials following the success of the last campaign. Sales are up 50% in some stores. Nobody do any rain dances.

This Friday sees the Rob Mac Racing Press Launch at Motorpoint in Derby. Underdog will be there drooling over next seasons bike and chin wagging with our client and the likes of Coca-Cola Zero NW200 rider Michael Rutter and Supersport star Dan Linfoot. Pics and news of the event will follow early next week.