The Work: New Campaigns - The World

PEPSI - OUT OF NOWHERE - US Project: Out of nowhere Clients: James Miller, director of brand marketing, Pepsi-Cola North America Brief: Promote Pepsi's free ride promotion Creative agency: BBDO New York Writer: Brad Roseberry Art director: John Leu Media agency: OMD Media planner: Gail Stein Production company: HSI Director: Paul Hunter Editor: Jake Jacobsen Exposure: National TV

THE LOWDOWN

Pepsi drinkers could win a customised Chevy Tahoe when they open a bottle of the drink, according to its latest TV campaign. The soft-drinks giant is giving away 70 cars in 70 days, as well as $2 million-worth of petrol.

The "free ride" promotion is fronted by two TV spots showing a couple of Pepsi drinkers coming out of their local shop. As they open their bottles, a Chevy Tahoe customised by the car magazine Dub falls from the sky.

In the first execution, stock-car racing's Nextel Cup champion, the Pepsi-sponsored driver Jeff Gordon, gets out of the car and throws the keys to the Pepsi-drinking lads. In the second spot, MTV's Pimp My Ride host Xzibit exits the vehicle and hands over the keys.

As well as the cars, Pepsi is also giving away 1,440 $20 "cash for gas" prizes every day of the promotion.

RAGU - FINGERS - PUERTO RICO Project: Fingers Client: Carlos Rodriguez, marketing director, Unilever Brief: Highlight the great taste of Ragu sauce Creative agency: JWT (Puerto Rico) Writer: Rafa Sepulveda Art director: Josias Tapia Media agency: MindShare Media planner: Marci Martinez Production company: Great Guns Director: Luis Gerard Editor: Mizael Morales Post-production: Bang Post Exposure: National TV

THE LOWDOWN

JWT Puerto Rico's latest ad for Ragu attempts to show just how tasty it is and how far people will go to fill up on the sauce.

Backed by We're Going to be Friends by the White Stripes, the 15-second spot begins with the image of an overweight child, his lips and face smeared with Ragu, licking masses of the sauce off his fingers.

As he continues to lick, the camera pulls back to reveal a skinny boy, looking bored, holding his hand up so his fat friend can lick his fingers.

HONDA - FINISHED - AUSTRALIA Project: Finished Client: John Pranger, marketing manager, Honda Australia Brief: Launch the Honda Civic Creative agency: Foote Cone & Belding Melbourne Writer: Romani Mieszkowski Art director: Deryll Naidoo Media agency: Optimedia Production company: Revolver Films Director: Jess Bluck Exposure: National TV, cinema

THE LOWDOWN

Foote Cone & Belding Melbourne has created a TV and cinema spot for the launch of the new Honda Civic into the Australian market.

The 60-second spot highlights the finish of the Civic by showing the car driving through a world where everything else is unfinished. The car glides past a half-built house in which families are going about their lives, children playing in a swimming pool with no water, unfinished zebra crossings, and a baby in a framework pushchair.

The spot ends with the line: "The new generation Civic. Nothing else feels as finished."

INPES - DISCRIMINATION AGAINST HIV-POSITIVE PEOPLE - FRANCE Project: Campaign to stop discrimination against HIV-positive people Client: Stephane Delaunay, communication manager, INPES (French Ministry of Health) Brief: Combat discrimination against HIV-positive people Creative agency: BETC Euro RSCG Writer: Sylvie Charhon Art director: Gerald Schmitte Planner: Marielle Durandet Media agency: OMD Media planner: Laurent Fridman Photographer: Ben Hasset Retouching: Rita Exposure: Bus shelters, inserts

THE LOWDOWN

The French Ministry of Health is embarking on a countrywide advertising campaign to raise awareness about Aids and HIV.

Through four poster executions, the campaign tackles prejudice regarding the disease and its sufferers.

Each one shows a close-up of a normal-looking person's face with the addition of very small text.

Once the reader moves close enough to the poster to see the strapline, they realise that it says: "You are now one of the few people who are not afraid to get close to an HIV positive person."

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