The Work: New Campaigns - The World

LYNX - LYNX JET - AUSTRALIA Project: Lynx Jet Clients: Anthony Toovey, senior brand manager, Unilever; Sharon Parker, marketing director, male deodorants and male grooming, Unilever Brief: Launch the new deodorant, Lynx Jet Creative agencies: Lowe Hunt, Draft Writers: Adam Lance, Peter Bidenko Art directors: Dejan Rasics, Simone Brindse Planner: Andrew Moss Media agency: Universal McCann Media planners: Anneliese Douglass, Alex Pacey Production company: Plaza Films Director: Nicholas Reynolds Photographer: Stephen Stewart Exposure: TV, radio, print, online

THE LOWDOWN

The launch of a fictitious airline called Lynx Jet is the latest ploy by Unilever in Australia to launch its latest deodorant.

The brainchild of Lowe Hunt and realised through a partnership between the agency, Draft and Universal McCann, the advertising supporting the launch of the fake airline includes a website, TV, radio, print, press, viral, mobile and live events.

The TV execution is set up like a typical airline ad, with shots of the plane's interior and examples of the treatment passengers can expect. But the stewardesses engage in pillow fights and spankings, while one attendant demonstrates to a group of passengers how to undo a bra.

The website allows passengers to book flights and check out some of the airline's special added extras, in-flight entertainment and ticket promotions, such as the Lynx Jet Mile High Club for frequent fliers. Registered users of the site can join the club and receive unique access and privileges.

WRIGLEY'S - PARK, TOWN HALL - US Project: Park, town hall Client: n/s Brief: Launch the new Doublemint product Creative agency: Energy BBDO Writer: Derek Sherman Art director: Will Cannon Planner: n/s Media agency: OMD Media planners: Mary Hanley, Marcy Miller Production company: Moxie Pictures Director: Martin Granger Editor: Chan Hutcher Post-production: Cosmo Audio post-production: Human Exposure: Lost, American Idol, Miracle Workers

THE LOWDOWN

Wrigley's is expanding its Doublemint chewing-gum brand for the first time in 90 years, by launching a mint variant.

Backing the launch are two 30-second TV spots from Energy BBDO building on the existing campaign starring the Doublemint Twins, two all-American pig-tailed female twins who sing jingles. The new ads aim to demonstrate how different the mints are from the chewing gum. So, to move the campaign forward, the new twins don't look anything like each other.

In "town square", the twins are a tall bearded white man and a small bald black man, who sing a corny song while other people, some of whom have musical instruments, join in. "Park" is a similar scenario but the twins are a tall white man and a small black woman.

DISNEYLAND RESORT PARIS - BELIEVE IN YOUR DREAMS - FRANCE Project: Believe in your dreams Client: Francois Banon, vice-president advertising, Europe, Disneyland Resort Paris Brief: Show parents how relevant it is to share emotional moments with their children, especially during the years when they are building their dreams Creative agency: BETC Euro RSCG Writer: Ghislain de Villoutreys Art director: Eric Djengue Planner: Marianne Hurstel Media agency: Carat Media planner: Isabelle de Bast Production company: radical.media Director: Greg Kohs Editor: n/s Post-production: Def 2 Shoot Audio post-production: Catalogue/Village Vert Exposure: TV in France, UK, Belgium, The Netherlands

THE LOWDOWN

BETC Euro RSCG has produced its first campaign for Disneyland Resort Paris since picking up the business earlier in the year.

Aimed at families with children between three and 11 years old, the ads are based on the strapline: "Believe in your dreams." Two 30-second executions show children acting out their dreams.

In "Peter Pan", a boy crashes around his living room dressed as the child hero, brandishing a sword while fighting an imaginary Captain Hook. In "princess", a small girl dressed as a fairytale princess talks about how she wants to be a princess when she grows up.

Both ads end with the children visiting Disneyland Resort Paris and having their dreams come true.

LAYS - GRANDMOTHER - SPAIN Project: Grandmother Client: Dean Robson, category marketing director, Lays Brief: Promote Lays' new flavour for the European market Creative agency: Tiempo BBDO Writer: Tomas Ferrandiz Art director: Jordi Comas Planner: Garret Cummings Media agency: OMD Media planner: Irina Guruleva Production company: Alamo Films Director: Julio del Alamo Editor: Julio del Alamo Post-production: Serena, Infinia Audio post-production: Jingle Box Exposure: TV

THE LOWDOWN

A saucy grandmother with a buff toyboy is the star of the Barcelona-based Tiempo BBDO's new ad for Lays crisps.

The ad centres on the idea that the crisps are so good you have to spread the word. It starts with a singer who tries the crisps and passes them to his seal-trainer friend. In turn, she lets her DJ friend get in on the action and all three of them then go off to find the singer's grandmother so she can try them too.

Granny looks wistfully at a photo of an old man and says how she wishes Antonio were around to enjoy them. Antonio is not the old man, however, and when a well-toned hunk arrives it becomes obvious that he's the object of Granny's affections. The ad ends with the line: "A taste you just can't keep for yourself."

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