VW Passat DDB Needham.
DDB Needham Dusseldorf used special effects for this television spot for
the Volkswagen Passat. The commercial opens on a man sitting in his
living room. He reaches for a glass of water on the table next to him,
only to realise that the glass is actually a hologram. A laugh is heard
in the room, and the man says, sarcastically, ’Very nice Fred.
Can’t you think of something new?’ The next time he looks at the table,
a miniature hologram of the VW Passat has appeared. He asks to see it in
silver and full size. When the full-size car appears, he walks through
it, crouches inside and looks at the interior, which provides an
interesting hi-tech way of introducing the car to the viewer.
Agency: DDB Needham, Dusseldorf
Writer/art director: John Meszaros
Director: David Garfath
Production company: The Paul Weiland Film Company
Citroen ZX Euro RSCG.
In an unusual departure for car advertising, Euro RSCG in Paris has
created a 30-second ad for Citroen starring a mosquito. It opens on an
area of skin where the hairs are flattened at regular intervals, each of
which strangely coincides with the noises of an engine revving up.
Then a mosquito zooms into view. But the insect falls foul of the same
force that is flattening the hairs. Try as he might, the bug cannot stay
on the arm and begin his dinner. The scene widens to show that the limb
is hanging out of the front window of a Citroen ZX, as a young driver
puts the car through its paces.
Agency: Euro RSCG Paris
Writer/art director: Jean-Christophe Royer
Director: Harry Dorrington
Production company: Lambie-Nairn Directors
Marie Thumas Saatchi and Saatchi.
Saatchi and Saatchi Brussels decided to break away from conventional
food ads in its work for Marie Thumas bottled vegetables. The first
commercial opens on a young man and woman having their first dinner
together at his place. The woman asks how he cooked his vegetables but
he refuses to tell her that they are Marie Thumas, because he promised
his mother he would only divulge the secret to the girl he is going to
marry. At the end of the spot, viewers are asked to vote on how the next
stage of the plot will unfold. Based on the replies, the agency quickly
whipped up the next ad in the series. This also asked viewers to vote
about the next twist in the plot, until the soap opera finally worked
its way to a conclusion.
To ensure an authentic style, Saatchi and Saatchi brought in the
commercials director, Derek Coutts, who is renowned for his work on the
UK’s Gold Blend ads.
Agency: Saatchi and Saatchi Brussels
Client: Marie Thumas
Writer: Gregory Ginterdaele
Art director: Marie-Loure Cliquennoise
Director: Derek Coutts
Production company: Cin and Art
Wonderbra Hunt Lascaris/TBWA.
It took Hunt Lascaris nearly a year to persuade Wonderbra to run this
ad, which uses a stock Wonderbra photo enhanced for 3-D vision.
The cost of manufacturing 3-D glasses for every ad had put off the
But the effort was worthwhile as, 12 months on, the campaign has gained
impressive awareness across South Africa. Sales have spiralled and the
ads have generated plenty of free column inches. The ads broke at the
end of last year, running mainly in women’s magazines. It has since been
blown up for in-store posters, each with a pair of 3-D glasses.
Country: South Africa
Agency: Hunt Lascaris/TBWA
Writer/art director: Anton Crone
Photographer: stock shot
Centraal Beheer DDB Amsterdam.
The latest commercial in DDB Amsterdam’s quirky campaign for the Dutch
insurance company, Centraal Beheer, takes place in a museum. As usual,
the premise is that no matter what disaster befalls you, Centraal Beheer
can help. In this case, our young hero strolls into the museum and is
drawn to an African voodoo doll that looks oddly similar to a picture of
America’s President Clinton on the wall opposite. Even more strangely,
the viewer sees that when our hero moves the doll - or a part of it -
the real-life Clinton, who is giving a lecture somewhere else in the
world, follows suit. So, as the young man moves the doll’s limbs around,
Clinton begins to flail his arms wildly in the middle of his talk. As
the doll falls down, so does Clinton. And then, when our hero jams the
doll back on its spike ... ’Just call us’, the endline says.
Country: The Netherlands
Agency: DDB Amsterdam
Client: Centraal Beheer
Writer: Erik Wunsch
Art director: Lode Schaeffer
Director: Frank Budgen
Production company: The Paul Weiland Film Company
Pepto Bismol Leo Burnett.
For this poster campaign, Leo Burnett used stock images of food dishes
that are renowned for causing upset stomachs and indigestion. The
dishes, such as kebabs, bowls of chilli or onion rings, were coloured
pink to reflect the distinctive colour of Pepto Bismol. In each case,
the food was shot against a white background in order to emphasise the
colour. At the bottom of each poster, the strapline reads, ’Lets you
stomach it’, and the right-hand corner also carries a pack shot. It was
an idea that Leo Burnett carried through six different executions, while
the strapline was also carried on into a television campaign.
Agency: Leo Burnett, Toronto
Client: Pepto Bismol
Writer: Lorraine Tao
Art director: Elspeth Lynn
Photographer: stock shots