The Work: New Campaigns - The World

CADILLAC - CHROME COUTURE - US Project: Chrome couture Client: Liz Vanzura, director of marketing, Cadillac Brief: Promote the new 2007 Escalade SUV Creative agency: Leo Burnett Detroit Writer: Jeff Cruz Art director: Brad Mancuso Planner: Pat Palmer Media agency: GM Planworks Media planner: Lena Petersen Production company: Rock Paper Scissors Director: Jeffrey Plansker Editor: Noah Herzog Post-production: The Mill Audio post-production: The Sound Lounge Exposure: National TV, interactive


Cadillac is launching its new 2007 Escalade SUV marque with a 60-second spot created by Leo Burnett Detroit. The ad aims to highlight the new car's bold and flashy design and sexy chrome finishing.

The execution takes place in a fashion show and opens backstage. As the lights go down, the models, who are sporting black-and-chrome gowns, chrome make-up and chrome accessories, make their way down the catwalk.

However, the focus of the show is the Cadillac SUV, which finally appears on the catwalk at the end of the ad in all its black-paint-and-chrome glory.

The spot was first aired during the Super Bowl and is being rolled out across the US over the next few weeks.

MOTOROLA - SLVR - US Project: SLVR Client: n/s Brief: Challenge people's perceptions of this beautifully flat phone by looking at the world from a changed perspective Creative agency: Abbott Mead Vickers BBDO Writer: Charlotte Horton Art director: Bonnie Horton Planner: George Bryant Media agency: MindShare Media planner: Josh Gledhill Production company: RSA Films Director: Brett Foraker Editor: Adam Rudd Post-production: The Moving Picture Company Audio post-production: The Moving Picture Company Exposure: International TV


Abbott Mead Vickers BBDO's latest ad for Motorola received its first airing during the Super Bowl. This will be followed by global exposure over the next two months.

The ad promotes the mobile company's latest handset, the SLVR, which is its slimmest phone yet.

The execution starts with a girl walking out through a door into a sunny street to the strains of a haunting song. Everything surrounding her is constructed from two-dimensional flat objects layered over each other.

As the girl walks down the street, she picks up one of the objects, which turns out to be an SLVR phone. As she turns around to use it, the viewer sees that she too is flat and two-dimensional.

UNITED AIRLINES - DRAGON - US Project: Dragon Client: John Tugue, executive vice-president, United Airlines Brief: Focus on the relationship between a father and his son when the father goes away on business Creative agency: Fallon Minneapolis Writer: Stuart D'Rozario Art director: Bob Barrie Planner: n/s Media buying: Mediaedge: cia Media planner: Bekah Smith Production company: Duck Studios Director: Jamie Caliri Editor: Shay Barak Post-production: Duck Studios Audio post-production: Mitch Dorf Exposure: National TV


A man embarking on a business trip while his son dreams of his adventures is the premise for Fallon Minneapolis' latest execution for United Airlines.

The ad was created using puppets and the old stop-motion animation technique employed in the Wallace and Gromit films. A total of 1,440 single frames were shot separately to construct the action.

Set to the strains of George Gershwin's Rhapsody in Blue, the ad, entitled "dragon", starts with a man tucking his son in before leaving for the airport. The boy watches his father go and then enters a dreamscape where he sees his dad's adventures.

The boy's father flies on a dove instead of a plane. He arrives at a business meeting, where the participants turn into knights. They are attacked by a dragon, who they fight off valiantly. The man slays the beast and is crowned king.

PASQUALE BRUNI - BODY AND SOUL - ITALY Project: Body and soul Client: Francesco Spanedda, director of communications, Pasquale Bruni Brief: Move forward the "body and soul" creative concept, describing the two wonderful extremes of every woman Creative agency: Armando Testa SpA Writer: Maurizio Sala Art directors: Lara Turco, Michele Mariani Planner: Ezio Campellone Media agency: In-house Media planner: Francesco Spanedda Photographer: Helmut Stelzenberger Post-production: Pixelway Exposure: International press


The idea behind this group of press ads is to show that women have two sides to their nature, which can each be freed by wearing Pasquale Bruni jewellery.

Each of the seven executions features a naked woman with white hair modelling the jewellery, representing a woman's lighter, glamorous, feminine side.

However, in the background, just behind the white-haired female, is a barely visible outline that represents a woman's darker, more intimate and mysterious side.

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