Feature

The Work: New Campaigns - The World

MERCEDES-BENZ - THE CONTRACT - CHINA
CREDITS
Project: The contract
Client: Mao Jing Bo, marketing director, Mercedes-Benz (China)
Brief: Create awareness that the SLK is not only a beautiful luxury car,
but boasts a high performance and good safety features
Creative agency: Ogilvy & Mather Beijing
Writer: Doug Schiff
Art director: Michael Wong
Media agency: Mediaedge:cia
Production companies: Saville Productions, October Pictures
Director: Marcus Nispel
Editor: Jay Friedkin
Post-production: Union Editorial LA
Audio Post-production: Mophonics
Exposure: National TV, cinema

THE LOWDOWN

Zhang Ziyi, the Chinese actress best known for her performance in Crouching Tiger, Hidden Dragon, reprises her action-girl style in the first Mercedes-Benz commercial to run in her home market.

The ad takes its cue from the 1978 movie The Driver and features Zhang as a feisty young woman who teaches a scary lesson to a couple of shady characters who doubt her driving skills.

The spot promotes the Mercedes SLK, the compact roadster launched in 1997 to compete with the Porsche Boxter and the BMW 23, and described by one reviewer as "the definitive footballer's wife's car".

Created by Ogilvy & Mather Beijing and shot over two days in Prague, the film marks a departure for Mercedes, whose advertising usually focuses on the styling of its models rather than their performance.

KOODO - FAT-FREE MOBILITY - CANADA
CREDITS
Project: Fat-free mobility
Client: Kevin Banderk, chief Koodo officer, Koodo Mobile
Brief: Launch Koodo as a value-based mobile phone brand
Creative agency: TAXI, Ontario
Writers: Irfan Khan, Jess Willis, Alexis Gropper
Art directors: Lance Vining, Nuno Ferreira, Johnnie Ingram
Media agency: Media Experts
Media planners: Richard Ivey, Tracy Ibsen, Derek Porter
Production company: Avion Films
Director: Martin Granger
Editor: Tanis Darling
Post-production: Relish 567
Audio Post-production: Pirate
Exposure: National TV

THE LOWDOWN

Koodo, Canada's latest discount mobile phone brand, is attempting to establish itself with advertising that lampoons the work-out craze of the 80s and 90s.

The TAXI agency in Toronto created the campaign that uses the theme of work-outs and fitness to communicate the benefits of Koodo's trimmed-down and value-based offering.

Koodo, launched by Telus Mobility, primarily targets a youth audience in competition with Rogers Communications' Fido brand and Bell Canada's Solo.

The British director Martin Granger was drafted in to shoot a series of TV commercials that are spearheading the campaign.

The work-out theme is also being transferred into supporting radio, out-of-home, print and ambient executions.

AT&T - ALTER EGO - US
CREDITS
Project: Alter ego
Client: Vance Overby, executive director of advertising, AT&T
Brief: Encourage mobile phone users to switch to AT&T for the best
reception
Creative agency: BBDO New York
Writers: Darren Wright, Dan Gorlov
Art directors: David Skinner, Rachel LeFeuvre
Media agency: Mediaedge:cia
Production company: Harvest
Director: Baker Smith
Editor: Jason MacDonald
Post-production: Semerad
Audio Post-production: Buzz
Exposure: National TV

THE LOWDOWN

AT&T is doing battle with its Verizon Wireless rival in a new US TV campaign reinforcing its claim to offer the best coverage.

A series of seven new commercials, through BBDO New York, encourages mobile phone users to switch to the AT&T network by pointing out the important calls they can miss when they have no reception. The new initiative follows claims that AT&T trails other providers in overall quality of service based on consumer surveys.

Each spot features phone users with doppelgangers of themselves. One shows a father making fun of his worried alter ego searching for his daughter because he didn't get a text message from her saying she was staying with a friend for the night.

In another, a Motorhead fan makes fun of himself because he is playing pool and unaware of messages offering him concert tickets.

HEAD & SHOULDERS - POINT OF VIEW - ARGENTINA
CREDITS
Project: The Head & Shoulders point of view
Client: Procter & Gamble
Brief: Show that dandruff is a problem for people of all kinds
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writers/art directors: Lucas Panizza, Norberto Vatrano
Media agency: Starcom MediaVest
Production company: n/s
Director: n/s
Post-production: Bitt Animation
Exposure: National TV

THE LOWDOWN

TV commercials that look more like home videos are being used as part of a wide-ranging campaign to drive sales of Head & Shoulders in Argentina.

Del Campo Nazca Saatchi & Saatchi created the campaign, which presses home the message that dandruff is a common problem for everybody, regardless of their sex, age or class. The result is to make people embarrassed and uncomfortable and forces them to wear light-coloured clothes.

The TV spots show the tops of people's heads on which items such as hairbands, slides and ribbons form faces to mime opera or pop music tracks. The endline is: "No dandruff. More fun." The initiative is being supported by print ads, billboards and viral activity.