THE BOOK OF LISTS: The 10 Best International Press Ads

campaignlive.co.uk, Tuesday, 17 December 2002 12:00AM

1. DULUX "CATERPILLAR/FOUL/POO/PREGNANT/PURPLE RINSE/SUNBURN"

These ads also scored highly in the best international posters category at Cannes. They focus on colours inspired by irreverence, such as the brown in a baby's nappy and the red sunburn of a pasty bloke. By using such strong imagery, these ads show a different way to communicate colour without detracting from the core message.

Country: South Africa

Agency: Lowe Bull Calvert Pace

Copywriter: Justin Gnomes

Art director: Andrew Whitehouse

2. LAND ROVER "WINDOW" "PLEASE DON'T FEED THE ANIMALS"

... reads the sign on the inside of the window, to be read by the passengers inside the Land Rover. Conveys the idea of adventure and fascination with the natural world - two long-running themes in Land Rover's advertising.

Country: Spain

Agency: Young & Rubicam

Copy writer: Alfredo Negri

Art director: Javier Wandosell

3. MARKETING AWARDS "SEEN IT/POOR EXECUTION/TRIMMED PROOF"

These ads all have a shock value. One shows a homeless man sporting a "will work for food" cardboard sign. A passing creative type has the speech bubble "seen it". Another shows a creative type peering into a buggy and thinking "poor execution". The next shows a scalpel editing the the small print and the price in an ad to show off the photography. These are a good way of calling for entries among the creative community.

Country: Canada

Agency: TAXI Toronto

Copywriter: Michael Mayes

Art director: Lance Martin

4. DISCOVERY "AIRPLANE, ZEBRA, SHARK"

Conveying the message that your ad will be between dynamic documentaries, this campaign from the Netherlands concentrates on Discovery's content. An ad-van in the desert surrounded by zebras, a tail-message attached to a fighter plane and a man swimming with sharks all display the same message.

Country: The Netherlands

Agency: NEBOKO Amsterdam

Copywriter: Rogier de Bruin

Art director: Hakan Coskunsoy

5. NATAN "BALD HEAD/HAIRY/FAT/THIN"

Buy her a Natan ring and suddenly the beer gut and the man-boobs vanish and are magically replaced by a six pack. Buy her a Natan ring, and the thinning pate becomes a full head of hair. Beautifully executed, this simple idea pulls off a master stroke without being sexist or offensive, like most jewellery ads.

Country: Brazil

Agency: F/Nazca Saatchi & Saatchi

Copywriter: Eduardo Lima

Art director: Luciano Lincoln

6. MIZUNO TRAINERS "HIPS, FOOT, KNEE, SPINE"

Beautifully photographed ads which simply convey the cushion-like quality of Mizuno trainers by illustrating them as cartilage. The ads also indicate that the trainers are as much a part of the body as the spine or the knee. The classy art direction must have made these stand out a mile in fashion and lifestyle titles.

Country: Brazil

Agency: Almap BBDO Sao Paulo

Copywriter: Dulcidio Caldeira

Art director: Cesar Finamori

7. DESIGN COMPANY "APPLE/BENETTON/HEINEKEN"

These Spanish ads emulate the colours and fonts of the Apple, Benetton and Heineken ads, inviting you to "think of a computer brand". "think of a fashion brand" and "think of a beer brand". You instantly think of the brand, proving the power of branding: a helpful tool if your business is design.

Country: Spain

Agency: Cathedral The Creative

Copywriters: Pablo Monzen, Romeo Murakami

Art directors: Carlos Rubio, Yukiko Takashi

8. PARMALAT "UMBRELLAS"

Showing a rainy day where four people have big umbrellas up, this ad demonstrates the efficacy of low fat milk by showing one lady keeping herself dry with only her handbag. Stylish and memorable, this ad breaks from tradition by not showing a stick-thin woman singing the praises of the product.

Country: Argentina

Agency: Del Campo Nazca Saatchi & Saatchi

Copy writers: Pablo Batlle, Pablo Gil

Art directors: Hernan Jaurequi, Daniel Fierro

9. BOSCH "BALL OF WOOL/CLAY MODEL/TOILET ROLL/KIWI"

These ads show how Bosch tools make DIY so simple that it's like drilling into wool or toilet paper or soft fruit. Gets the message across with such simple flair that even a DIY dodger would understand.

Country: Spain

Agency: Tandem DDB Madrid

Copy writer: Eduardo Guerrero

Art director: Pablo Rodiguez

10. NISSAN FRANCE ELEPHANT/HIPPOPOTAMUS"

These ads show an elephant residing inside a dog kennel with his trunk hanging out the door and a rhino chasing a stick and offer a subtle idea of how family life can be more adventurous with a Nissan.

Country: France

Agency: TBWA/Paris

Copywriter: Vincent Lobelle

Art director: Stephen Cafiero

This article was first published on campaignlive.co.uk

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