campaignlive.co.uk, Friday, 28 November 2003 12:00AM
"Brilliant!" the two lab-coated brewmasters keep exclaiming throughout this four-spot TV campaign for Guinness USA. With their bushy moustaches and tailored waistcoats, the Victorian duo bob up and down to communicate that Guinness Draft is now available in a bottle. In "party", the gentlemen enjoy bottled Guinness at a house party and look like fish out of water in their formal attire. This spot follows "bread", which compares the discovery of drinking Guinness straight from a bottle to other groundbreaking inventions such as sliced bread, the telephone and the bottle-opener. "Remember how I used to open it?" one says, displaying his broken tooth. Two further spots will follow. The small print reads: "Drinking responsibly is brilliant."
Agency: BBDO, New York
Art director: Joel Rodriguez
Writer: Gerry Graf
Director: Shaun Sewter
Production company: Moo Studios, New York
BMW - SCPF, Spain
This 60-second spot, "feet", for the BMW X5 builds on the company's global brand strategy "love to drive" that the agency introduced a few years ago. While animated angels feature in Fallon Minneapolis' spot for the same model in the US market, this campaign focuses on the experience of driving the X5 rather than its ability to adjust to different driving conditions. So we see a barefoot man experiencing various sensations as he walks on different surfaces. The endline reads: "Feel, keep on feeling."
Agency: SCPF, Barcelona
Client: BMW X5
Art director: David Caballero
Writers: Rory Lambert, Toni Segarra, Breno Cotta
Director: Nacho Gayan
Production company: Piramide, Barcelona
Amsterdam City Council - KesselsKramer, The Netherlands
KesselsKramer's 35 employees all cycle to and from work, so bike theft - a big issue in Amsterdam with one in five bikes getting swiped - is a subject close to the agency's heart. This confrontational campaign invites the city's cyclists to consider the alternative to keeping their bikes safe: taking their bikes with them wherever they go. So if you're in a swimming pool or in an art gallery, singing with a rock band or at the supermarket checkout, your bike is your constant companion. The campaign uses TV, posters and flyers to help prevent 100,000 bikes from being stolen every year in Amsterdam, and to direct cyclists to a website to give them helpful tips.
Client: Amsterdam City Council
Agency: KesselsKramer, Amsterdam
Art directors: Erik Kessels, Marieke Schooneman
Writer: Johan Kramer
Director: Johan Kramer
Photographer: Herman Poppelaars
Production company: KesselsKramer
Luogan - Ogilvy & Mather, China
Luogan launched in October, so this campaign aims to establish the Chinese clothing brand among both fashion buyers and young male shoppers. Luogan, with its mix'n'match fashions, wants to capture the attention of fashion-conscious young men in China. The television and print spots show just how many clothing combinations can be made throughout seven working days with the company's basic, easy-to-match designs.
Agency: Ogilvy & Mather, Shanghai
Art director: Benny Jiang
Writer: Jack Chow
Director: Chad Park
Production company: Ocean Monster, Los Angeles
This article was first published on campaignlive.co.uk