ADIDAS - MADE TO PERFECTION - US
Project: Made to perfection
Client: Uli Becker, head of global brand communications, Adidas
Brief: Impossible is nothing
Creative agency: TBWAChiatDay
Writers: Scott Duchon, John Patroulis
Art director: Geoff Edwards
Planner: Mike Harris
Media agency: Carat
Media planners: Peter Evans, Fidel Parente
Production company: Omaha Pictures
Director: Rupert Sanders
Editor: Neil Smith, The Whitehouse
Exposure: National TV, cinema
THE LOWDOWN Adidas continues its "impossible is nothing" brand campaign with a new spot, this time based on basketball.
"Made to perfection", from TBWAChiatDay, features a model-maker putting the final touches to three scale figures of the NBA All-Stars Kevin Garnett, Tracy McGrady and Tim Duncan.
Once finished, the creator's hand reaches down from the heavens through a trap door in the floor of his workshop, pulls the roof off a basketball stadium below and lovingly places his figures inside, where they come to life and start a game.
Strong sales in the US pushed Adidas up 38 per cent, to $52.9 million, last year, and sales of shoes and sports gear in general prompted the company to predict 5 per cent growth again in 2005.
IMODIUM - JEANS, SKIRT, SHORTS - THE PHILIPPINES
Project: Jeans, skirt, shorts
Client: Ricky Rivera, marketing director, Janssen Pharma
Brief: Present Imodium as the fast-acting diarrhoea cure
Creative agency: BBDO Guerrero Ortega
Writers: Subun Khow, David Guerrero, Tin Sanchez
Art directors: Marvin Chan, Brandie Tan
Planners: Golda Aguilar, Karen Go
Media agency: MediaWise
Media planners: Jojo Olegario, Ann Martha Sibayan
Photographer: Giampiero Gastaldi
Exposure: National print
There's a refreshing honesty to advertising in Asia. Take your standard diarrhoea remedy spot; in the UK, the usual treatment finds a female vicar who needs something to stop the trots spoiling her big sermon. In the Philippines, however, three executions from BBDO Guerrero Ortega to promote Imodium take an altogether more visceral - if decorative - approach.
The idea and its tagline, "because the real thing is much uglier", were born out of a regional creative workshop comprising BBDO creatives from South Africa, Thailand, Malaysia and the Philippines.
FORD MOTOR COMPANY - KEEP IT ON ALL FOURS - US
Project: Keep it on all fours
Client: The executive committee of the Ford multi-state working group
Brief: Educate men aged 18 to 39 about the risks of driving their SUVs
Creative agency: Bartle Bogle Hegarty New York
Writers: John Hobbs, Peter Rosch
Art directors: John Hobbs, Peter Rosch
Planner: Kelly Galligan
Media planning: Bartle Bogle Hegarty
Media buying: Horizon
Production company: Kleinman Productions
Director: Daniel Kleinman
Editor: Steve Gandolfi, Cut & Run
Post-production: Framestore CFC
Audio post-production: C5 Studios
Exposure: National TV, cinema
The safety record of the ever-popular sports utility vehicle has come under scrutiny in the US recently - the cars' higher centre of gravity makes them more liable to roll.
As part of the settlement of a lawsuit against the Ford Motor Company, Bartle Bogle Hegarty New York has created a $27 million public information campaign aimed at reducing the high incidence of accidents involving SUVs.
"Keep it on all fours", directed by Daniel Kleinman, features a rodeo in which cowboys attempt to ride huge, hairy creatures - a cross between a four-wheel-drive car and a buffalo - with varying degrees of success. Those who take the corners a little slower tend to stay on their mounts. The creatures in the effects-heavy 60-second spot were created by Framestore CFC.
SONY - DVD WORLD - SINGAPORE
Project: DVD world
Client: Mathew Mathai, senior marketing manager, Sony Electronics
Brief: Shoot. Burn. Share
Creative agency: TBWASingapore
Writer: Robert Kleman
Art director: Marcus Rebeschini
Planners: Justin Barry, Robin Nayak
Media agency: Zenith
Media planner: Wee Ching Lan
Production company: Play Films, Singapore
Director: Arni Thor Jonsson
Editor: David Clarke, DC Post
Post-production: Black Magic Design, Singapore
Audio post-production: Song Zu
Exposure: Asia-Pacific and Middle-East TV and cinema
TBWASingapore has created a campaign for Sony to communicate the ease with which its products can be used to create and share DVDs.
"Ice walking" finds a couple bringing a salmon home and preparing it for dinner. Cutting the fish open to clean it, they find a DVD. When they put it in their machine, it is revealed to be the work of a pair of Eskimos, who video their famous dance, the "Ice Walk", burn it on to DVD and then feed the discs to fish in an attempt to distribute their film by unorthodox means. Other executions show the film-makers sharing their attempts at polar bear-wrestling and penguin ten-pin bowling.