The Work: New Campaigns - The World

PLAYSTATION - WAR, DUEL - SOUTH AFRICA

Project: War, duel

Client: n/s

Brief: Play forever

Creative agency: TBWAHunt Lascaris

Writer: Paul Warner

Art director: Paul Warner

Planner: n/s

Media agency: TBWAHunt Lascaris

Media planner: Eve Pennington

Production company: Velocity Films/South Africa

Director: Keith Rose

Editor: Willie Saayman, City Cuts

Post-production: The Refinery

Exposure: National TV in the US

THE LOWDOWN The South African agency TBWAHunt Lascaris is behind a new US brand campaign for Sony PlayStation that aims to show how real and immersive the games platform is.

"War" and "duel" both feature the deaths of their central characters. In the first, a soldier is mown down by enemy fire as he attempts to make it to his helicopter, while in the second, a man is killed in a samurai duel. Both spots end with the protagonists' spirits rising out of their bodies and morphing into PlayStation players, shocked by the experience of their deaths.

Sony PlayStation currently has a 56 per cent market share in the US; its nearest rival, Microsoft Xbox, owns 25 per cent, while Nintendo GameCube takes the remaining 19 per cent.

LE BARRAN - CHICKEN - FRANCE

Project: Le Barran Chicken

Client: Benoit Dubroca, account manager, Le Barran

Brief: Renew the communication while keeping the Le Barran saga's

specific codes that made it successful

Creative agency: DDB Paris

Writer: Sebastien Pierre

Art director: Jerome Langlade

Planner: n/s

Media agency: OMD

Media planner: Olivier Lagoutte

Production company: LDM

Directors: Jerome & Seb

Post-production: Chez Louis

Audio post-production: Studio 5

Exposure: National TV, internet

THE LOWDOWN

The French poultry brand Le Barran is being promoted with a TV campaign created by DDB Paris that aims to prove that consumers can always trust a chicken raised in the open air.

The campaign features various scenarios where people show their trust for a giant chicken.

In one ad, called "diamant", a jeweller leaves the room to answer a phone call, leaving a priceless set of diamonds in the chicken's care. A second, "chemise", sees a man in a clothes shop unable to decide which shirt to buy. He ends up copying the chicken's choice. The ads ends with a line that translates as: "Le Barran: it's the chicken you can trust."

PFIZER - VIAGRA - CANADA

Project: Viagra

Client: Wayne Havlena, product manager, Pfizer Canada

Brief: Showcase Viagra users as happy, vital and satisfied customers

Creative agency: Taxi

Writer: Irfan Khan

Art director: Ron Smrczek

Planner: Maxine Thomas

Media agency: TMC Montreal

Media planner: n/s

Production company: Partners Film Co.

Director: Joachim Back

Editor: Mick Griffin, Flashcut

Post-production: Flashcut

Audio post-production: The Eggplant

Exposure: National TV

THE LOWDOWN

A campaign from the Canadian agency Taxi for Pfizer's erectile dysfunction cure, Viagra, places the iconic blue pill centre-stage. A series of men describe exactly what they have been doing, or intend to do, after taking a tablet.

In one spot, a football coach is quizzed by a pack of journalists about his plans now that he has retired. As he launches into a a run-down of his X-rated agenda, viewers' blushes are spared by a long bleep and the placement of a large Viagra pill over the coach's mouth, presumably to prevent lip-reading.

Viagra has an 85 per cent share of the North American ED market, but 20 per cent of new prescriptions are for the rival products Levitra and Cialis.

HOLIDAY INN EXPRESS - STAY SMART - US

Project: Stay smart

Clients: Jennifer Zeigler, vice-president Express marketing; Verchele

Mills, director of marketing, Holiday Inn Express

Brief: Show how Holiday Inn Express makes guests feel smart about their

hotel selection

Creative agency: Fallon Minneapolis

Writer: Ryan Peck

Art director: Scott O'Leary

Media agency: Fallon Minneapolis

Media planners: Lisa Poerio, Lindsey Wallrapp

Production company: Moxie Pictures

Director: Martin Grainger

Editor: Andre Betz, Bug Edit

Post-production: Riot

Exposure: National TV

THE LOWDOWN

A new TV campaign for Holiday Inn Express aims to make guests feel good about their choice of hotel room.

Three spots feature ordinary people in situations that allow them to show off their newly aquired skills after a night at a Holiday Inn Express.

One ad,"rodeo", stars a man giving advice to a nervous bull-rider. This puts the bull-rider at ease until he realises the man is dressed not as a rodeo clown, but as a clown for a children's birthday party. The ads end with the would-be experts explaining to their bemused audiences "... no, but I did stay at a Holiday Inn Express last night".

Holiday Inn's parent company, InterContinental Hotels, announced a 13 per cent increase in operating profits from $262 million to $296 million for 2004.

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