The Work: New Campaigns - The World, Friday, 23 November 2007 12:00AM

Project: PlayStation 3 autumn campaign
Client: Sony Computer Entertainment America
Brief: Promote the multifunctional capabilities of the PlayStation 3
Creative agency: TBWA\Chiat\Day, Los Angeles
Writer: Allan Manaysay
Art director: Jamin Duncan
Media agency: OMD Los Angeles
Media planners: Mike Rose, Scott Bishoff, Daniel Block
Animation: Superfad
Director: n/a
Editor: Charles Jensen
Post-production: Vendetta Post
Audio Post-production: Margarita Mix
Exposure: National TV


Sony is moving into a new phase of advertising for its PlayStation 3 with a campaign that presents it as more than just a powerful games console, but as something that delivers high-energy entertainment.

As well as showcasing PlayStation 3's games and competitive price, the TV work, produced by TBWA\Chiat\Day, Los Angeles, focuses heavily on its Blu-ray technology, which allows users to watch and enjoy high-definition video content.

Experts say the Blu-ray capability may have a pivotal role to play in the battle between Sony and Microsoft for domination of the games console market.

Under the theme "Universe of entertainment", the TV spots use spectacular special effects to promote games that include Heavenly Sword, Warhawk, Ratchet & Clank Future: Tools of Destruction, Uncharted: Drake's Fortune and Gran Turismo 5.

Project: Solutions
Client: Claudia Baumgartner, head of marketing communications, garments
Europe, W L Gore & Associates
Brief: Promote the innovations in the latest range of Gore-Tex products
Creative agencies: Jung von Matt, Berlin and Stockholm
Writers: Wolfgang Schneider, Betiba Borchardt, Oliver Handos, Liliane
Huebner, Gerd Seemueller, Sebastian Rating
Art directors: Mathias Stiller, Boris Schwiedrzik, Michael
Pfeiffer-Belli, Marc Tebart, Dennis Orel, Michael Janke

Exposure: Print and outdoor in Europe, US, Asia, Australia, New Zealand


Gore-Tex, the weatherproof textile brand, is launching its first ever global campaign to draw attention to the innovative qualities of its new generation of products.

Under the theme "Experience more", the campaign, encompassing print, TV, cinema and outdoor advertising, presents Gore-Tex products as more than just waterproof, windproof and breathable, but as garments offering the highest degree of protection in all kinds of conditions.

The Jung von Matt agencies in Berlin and Stockholm created the campaign, which draws parallels between the natural protection that animals have against the elements to that provided by Gore-Tex.

Project: Meditation
Client: California Milk Advisory Board
Brief: Create an affinity for California dairy products
Creative agency: Deutsch Los Angeles
Writer: Mike Van Linda
Art director: Laurenne Sala
Planner: Jeffrey Blish
Media agency: n/a
Production company: BOB Industries
Director: Chris Hooper
Editor: Adam Parker, Chrome
Post-production: The Syndicate
Audio Post-production: Lime Studios
Exposure: National and cable TV


Promoters of the Californian dairy industry poke fun at the state's reputation for "New Age" lifestyles in new national advertising aimed at sustaining its place in the growing but competitive dairy products market.

Deutsch Los Angeles created the spot in which a couple of talking cows come across a "meditating" duck. They try to get him to reverse his chant from "oom" to "moo", but are forced to give up in despair.

A voiceover tells viewers: "Great milk comes from happy cows. Happy cows come from California. Make sure it's made with real California milk."

The CMAB was formed in 1969 by the California Department of Food and Agriculture to promote the state's dairy products.

Project: We love technology. We hate expensive
Client: Saturn
Brief: Develop a low price positioning with a focus on emotion and
Creative agency: Scholz & Friends Berlin
Writers/art directors: Constantin Kaloff, Bastian Engbert, James
Cruikshank, Cornelai Pflueger, Stuart Kummer
Media agency: Mediaplus, Munich
Production company: 1st Avenue Machine, New York
Director: Arvind Palep
Post-production: 1st Avenue Machine, New York
Exposure: National TV, cinema


Saturn, the German electrical retailer, is moving on from its established positioning as a champion of low prices with new advertising presenting its expertise in affordable technology.

The change is encapsulated in a new tagline that swaps the well-established "Mean is sexy" with: "We love technology. We hate expensive."

The national TV and cinema campaign is the first to be produced by Scholz & Friends Berlin since winning a four-way pitch for the business in June.

Shot in New York with a soundtrack by the British band Goldfrapp, the commercial features a hi-tech devotee who creates desirable technology at a competitive price.

Saturn, which claims to be the country's largest retailer of its kind, has 125 stores in Germany, and a further 180 in eight other European countries.

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