The Screen test - Campaign Screen's international ad picks 17-6-2002
campaignlive.co.uk, Monday, 17 June 2002 08:00AM
In this week's International Pick, Campaign Screen editor Lisa Campbell looks at ads from Adidas, Sneak, Eurostar, Rogaine and Pilsner Urquell.
Adidas' World Cup campaign may feature the likes of Beckham and Zidane but it's worthy of recognition beyond its stars. It's a humorous and typically Traktor-esque look at an imaginary disease called Footballitis -- an obsession with football. The cut-downs from the 60-second spot work particularly well and one can imagine fans eagerly awaiting them during the ad break. Created by 180 and running through the TBWA\ network, the ads' charm lies in the stars laughing at themselves. Traktor has achieved a rare feat -- capturing the footballers' personalities as well as their ball skills.
Agencies: 180, Amsterdam; TBWA\London. Creative directors: Peter McHugh, Lorenzo de Rita, Larry Frey. Art director: Dean Maryon. Writer: Luca Grelli. Agency producer: Sid Daffarn. Production company: Partizan, London. Director: Traktor. Producer: Philippa Smith. Director of photography: Tim Morris-Jones. Post-production: The Moving Picture Company, London.
Sneak - 'exploding teenager'
It started when creative Caroline Pay discovered her friend was pregnant and was sworn to secrecy. She went so red she thought she would explode. How else to advertise Emap's new gossip mag for teenyboppers? A strong idea beautifully directed by Ringan Ledwidge, whose dark and mysterious visuals have us gripped until the last. The Balinese Katchek is the perfect accompaniment to this intriguing ad.
Agency: Mother, London. Creative team: Mother. Agency producer: Mother. Production company: Harry Nash, London. Director: Ringan Ledwidge. Producer: Sally Humphries. Director of photography: Ray Coates. Post-production: The Whitehouse, London.
Eurostar - 'London girl'
A case of love at first sight with a bizarre twist to highlight Eurostar's promotional offer of €95 for a return ticket to London. Brought to us by Leg, a Parisian agency set up in January, this campaign has dramatically improved ticket sales. Shot on Super 8, 16mm and 35mm in numerous locations in France and the UK, each of the three-day shoots took in five locations. Superb editing and sound design give this kooky spot a touch of sophistication.
Agency: Leg, Paris; TBWA\London. Creative director: Gabriel Gaultier. Agency producer: Nicolas l'Hermitte. Production company: Stink, London. Director: James Brown. Producers: Juliet Naylor, Daniel Bergmann. Director of photography: Greg Copeland. Post-production: Mikros Image, Levallois-Perret, France.
Rogaine - 'lion'
This has to be one of the most original and creative approaches to hair-loss products. Instead of the typically serious pharmaceutical approach, Abbott Mead Vickers BBDO uses humour to raise awareness of Rogaine among a broader audience -- from those in need of the product now, to those who may need it in the future. It's an amusing script, well-handled by Ringan Ledwidge, which cleverly addresses scepticism about baldness cures but offers a rational alternative.
Agency: Abbott Mead Vickers BBDO, London. Creative director: Peter Souter. Art director: Mark Norcutt. Writer Laurence Quinn. Agency producer: Lindsay Hughes. Production company: Harry Nash, London. Director: Ringan Ledwidge. Producer: Sally Humphries. Director of photography: Ray Coates. Post-production: The Mill, London.
When Pilsner Urquell wanted a classy ad with high production qualities, its ad agency looked no further than Frederic Planchon. Having trawled the history books for inventions from the 1840s, Leagas Delaney followed Planchon to Sicily and Hungary to shoot the ads. "Refrigerator" was filmed in a warehouse fridge with temperatures as low as -20°C. Planchon was keen to be involved at the start of the campaign and made the most of his contacts. A fantastic art director -- and even the lead actors were French.
Agency: Leagas Delaney, London. Creative director: Tim Delaney. Agency producer: Jane Rattle. Production company: Academy Commercials, London. Director: Frederic Planchon. Producer: Simon Cooper. Director of photography: Patrick Duroux. Post-production: The Moving Picture Company, London.
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