The Work: New campaigns - The World, Friday, 08 April 2005 04:04PM

MINI - BIG TO SMALL - US Project: Big to small Client: Kerri Martin, marketing manager, Mini USA Brief: n/s Creative agency: Crispin Porter & Bogusky Writer: Scott Linnen Art director: Tiffany Kosel Planner: Tom Birk Media agency: Crispin Porter & Bogusky Media planner: Jim Poh Photographers: Sebastian Gray, Daniel Hartz Exposure: National magazines

THE LOWDOWN The Mini is on a roll in the US - sales of the iconic British car (albeit with a German owner) topped 36,000 last year and the 100,000th US sale was made two years ahead of schedule.

Crispin Porter & Bogusky continues its quirky advertising for the BMW brand with a series of press ads that focus on the car's small size - a notable point of difference in a US car market that still sees big as both beautiful and desirable in a car.

Three executions - "cell phones", "cameras" and "computers" - look at how everyday technology has been scaled down in size, ending with a shot of the Mini.


Project: Agarra calle

Client: Volkswagen of America

Brief: Highlight the features the Touareg offers on- and off-road

Creative agency: Creative On Demand

Writers: Daniel Marrero, Priscilla Cortizas

Art directors: Daniel Marrero, Priscilla Cortizas

Planner: Julio Rodriguez

Media agency: MediaCom

Production company: Nexus Productions

Directors: Smith & Foulkes

Post-production: Nexus Productions

Audio post-production: Outpost Audio, Miami

Exposure: National TV


The animation duo Smith & Foulkes, the team behind the Honda "grrr" spot, have made a further foray into automobile territory with a new US spot for the Volkswagen sports-utility vehicle, the Touareg.

The ad is the second in the "agarra calle" series targeted at the US Hispanic market and uses 3-D animation combined with live action to pit the car against a devious graphic line which describes different environments the Touareg has to contend with.

VW had a rocky 2004 in the US, finishing with a market share down 0.6 per cent to 1.5 per cent. Sales declined on all vehicles except for the Touareg and the weak dollar was blamed for losses that topped $1.3 billion for 2004.


Project: Hidden sugars

Client: Tarun Turi, brand development director, Unilever Oral Care

Brief: Show that sugar can be found in unexpected places

Creative agency: Bartle Bogle Hegarty

Writers: David Chalu, Stephen Rutterford

Art directors: David Chalu, Stephen Rutterford

Planners: Matthew Gladstone, Frank Reitgassl

Media agency: MindShare

Media planner: Andrea Buchierri

Exposure: National newspapers and magazines


Unilever Oral Care is pushing its various brands, including Signal, Mentadent and Pepsodent, with a new campaign that aims to show that sugars can be found in some unexpected places.

A print campaign from Bartle Bogle Hegarty, London, uses shots of potatoes, pasta and bread to illustrate the fact that even good food can be bad for your teeth, and that regular brushing and flossing after meals is essential to maintain healthy teeth and gums.

The campaign will roll out in Finland, Greece and Austria before potentially being extended to other European markets later in 2005.


Project: Danish Lotto

Client: Soeren Bruun Hansen, marketing manager, Danish Lottery

Brief: Maintain awareness of Lotto

Creative agency: Lowe Copenhagen

Writers: Kim Juul, Hans Henrik Langevad

Art director: Mads Kold

Planner: Lasse Sundin

Media agency: OMD

Media planners: John Herup, Torben Larsen

Production company: Social Club

Director: Axel Laubscher

Exposure: National TV, cinema


The Danish Lottery has been given an Oriental makeover in a new spot from Lowe Copenhagen.

Taking its cue from films such as Crouching Tiger, Hidden Dragon, the commercial is presented as a trailer for a forthcoming feature. A Hollywood-style voiceover explains that the film stars, and is written, directed and financed, by one Veronica Andersen, a chef with an over-active imagination. The spot continues Lowe Copenhagen's work for the Danish Lottery, in which everyday members of the public find themselves starring in feature films as the result of an imagined lottery win.

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