The Work: New Campaigns - The World

AUDI - SELECTIVE MEMORY - FRANCE

CREDITS

Project: Selective memory

Client: Patrice Franke, communications director, Audi France

Brief: Launch the new Audi A4

Creative agency: DDB Paris

Writer: Marc Badinand

Art director: Remi Faucheux

Planner: Sebastien Gentry

Media agency: MediaCom Paris

Media planner: Axel Dumont

Production company: Blink

Director: Lynn Fox

Post-production: Premiere Heure

Audio post-production: Schmooze PH

Exposure: National TV

THE LOWDOWN The days of the Audi A4 remaining parked in the shadows of its rival, the BMW 3 Series, might just be over. Audi has revamped the seventh incarnation of its A4 model, adopting higher-power engines and sharper, cleaner lines in place of the original's rounded look.

DDB Paris has created a TV and print campaign to launch the new model, illustrating how only perfect objects can be memorised in their entirety. The commercial, directed by the UK collective Lynn Fox, reveals fleeting, blurred visions of twin girls on a swing, an aggressive dog on a lead and the gracefulness of a contemporary ballet movement. These memories remain fuzzy in comparison to the enduring presence of the A4. The tagline, "each detail counts", closes the spot.

HUMMER - WILD, TRAINING - US

CREDITS

Project: Wild, training

Client: n/s

Brief: When it comes to build quality and off-road performance, Hummer

has no equal

Creative agency: Modernista!

Writers: Shane Hutton, Lance Jensen

Art directors: Will Uronis, Gary Uronis

Planner: Gareth Kay

Media agency: GM Planworks

Media planner: n/s

Production company: Supply and Demand, NYC

Director: Jeffrey Plansker

Producer: Rob McKinney

Post-production: The Mill NYC

Exposure: National TV

THE LOWDOWN

General Motors has commissioned the Boston-based Modernista! to create a brace of new ads, for its unfeasibly large Hummer SUV. Sales of the SUV were down 20 per cent year on year, but whether the ads - part of an annual $90 million campaign - will be enough to make a dent in the sales of its rival DaimlerChrysler AG's Jeep remains to be seen.

One 30-second spot, "wild", takes a leaf from the Fiat Strada book of advertising and features a Hummer being assembled by robots to a wildlife and birdsong soundtrack. A second execution, "training", shows the same car being outfitted and tested, then motoring around outdoors, all set to a syncopated beat.

PAMPERS - PLANE - ARGENTINA

Project: Plane

Clients: Fernando del Carril, marketing director; Maite de la Arena,

brand manager, Pampers Argentina

Brief: Create a high-impact campaign that shows Pampers' solidarity with

Unicef Argentina

Creative agency: Del Campo Nazca Saatchi & Saatchi

Writers: Ezequiel Soules, Gaston Bigio

Art directors: Rafael Gonzalez del Cerro, Jonathan Gurvit

Media agency: Starcom

Media planner: Ivan Martins

Production: company: Peluca Films

Director: Juan Taratuto

Post-production: Dinamo

Exposure: National TV

THE LOWDOWN

A new spot for Pampers stars a mother who can't stop herself caring for all Argentina's babies, big and small.

The ad, created by Del Campo Nazca Saatchi & Saatchi, features a woman in a baby-food frenzy - attempting to feed old women in the street and commuters on buses with a spoonful of baby food, which she delivers in classic aeroplane style.

The spot was produced in conjunction with Unicef and forms part of the charity's "mamas del corazon" ("mums of the heart") campaign, to raise funds for malnourished Argentine children. Pampers has pledged $100,000 to the Unicef campaign, raised from sales of nappies.

MCDONALD'S - PROSPERITY BURGER - ASIA

CREDITS

Project: McDonald's Prosperity Burger

Client: n/s

Brief: The Prosperity Burger will bring luck and good fortune for 2005

Creative agency: Leo Burnett Asia-Pacific

Writers: Jammie Ting,

Victor Manggunio

Art directors: Edgar Tang, Debby Chan, Victor Manggunio

Planner: Ian Chee

Media agency: OMD

Media planner: n/s

Production company: B&W Films, Kuala Lumpur

Director: Gordon Clark

Post-production: Velocity Films, South Africa

Exposure: Pan-regional TV

THE LOWDOWN

McDonald's is celebrating the forthcoming Chinese New Year with its first pan-Asian TV spot, created by Leo Burnett Asia-Pacific.

Airing across nine countries, the ad attempts to stay relevant to the differing markets by tapping into what the Leo Burnett regional brand director, Mark Blears, describes as a "universal human insight". In this case, that with every bite of a Prosperity Burger, fishermen improve their catch.

China is McDonald's eighth-largest market. Last December, the burger chain announced plans to relocate its China headquarters from Hong Kong to Shanghai. It also intends to open100 more outlets in mainland China each year, aiming for a total of 1,000 by 2008.