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.
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.
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.
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.
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.
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.
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.
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.
Copywriter: Vincent Lobelle
Art director: Stephen Cafiero
This article was first published on campaignlive.co.uk
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