Feature

The Work: New Campaigns - The world

ARMSTRONG - IT ONLY LOOKS LIKE THE REAL THING - US
CREDITS
Project: It only looks like the real thing
Client: April Thornton, creative consultant, Armstrong
Brief: Illustrate the upscale appearance and quality of Armstrong
flooring
Creative agency: BBDO New York
Writer/art director: David DiRienz
Media agency: OMD
Photographer: Norman Jean Roy
Exposure: National magazines

THE LOWDOWN

People who resemble some of America's most famous entertainers of all time are featured in new print advertising for laminate floors under the theme: "It only looks like the real thing."

Lookalikes for the actors James Dean and Marlon Brando, the singer Dean Martin and the comedienne Lucille Ball appear in the magazine campaign for Armstrong residential flooring.

The ads, which were created by BBDO New York, were shot by Norman Jean Roy, the US fashion photographer with a rising reputation, whose work has featured in Vogue and Vanity Fair.

The ads are intended to illustrate the upscale appearance and quality of Armstrong flooring, which has the characteristics of real wood and stone.

Magazines carrying the campaign include Better Homes and Gardens, Martha Stewart Living and Southern Living.

LEVI'S - LEVI'S 501 DAY 2008 - ASIA
CREDITS
Project: Levi's 501 Day 2008
Client: Levi-Strauss Asia-Pacific Division
Brief: Promote the timeless nature of the Levi's 501 brand
Creative agency: Bartle Bogle Hegarty Asia-Pacific
Writer: n/s
Art director: Ross Ventress
Planner: Gwen Raillard
Media agency: n/a
Photographer: Simon Harsent
Retouching: Sally Liu, ProColor
Exposure: Below the line

THE LOWDOWN

The timeless nature of Levi's jeans is being emphasised in new below-the-line advertising that will run across Asia in support of a limited-edition collection to coincide with the upcoming Levi's 501 Day.

Created by Bartle Bogle Hegarty in Singapore, the campaign aims to show how the 501 brand, introduced in 1947, remains relevant to modern life.

The message is underlined by two seemingly identical black-and-white shots of a 501s-wearer. Closer inspection shows today's wearer sporting headphones, a wallet chain, badges and a digital watch.

The ads were shot by the New York photographer Simon Harsent, who has worked on several previous campaigns for the brand.

The introduction of straighter and more tailored 501s into post-war America marked the transition of jeans from work to casual wear.

FREE - THE BEST OFFER IN A VERY LONG TIME - FRANCE
CREDITS
Project: The best offer in a very long time
Client: FREE
Brief: Promote FREE's EUR29.99-a-month offering
Creative agency: CLM BBDO
Writer: Julien Perrard
Art director: Lucie Valloton
Planner: Brice Garcon
Media agency: Carat
Production company: Partizan
Director: Olivier Van Hoofstadt
Post-production: Partizan
Exposure: TV, online

THE LOWDOWN

FREE, the French telecoms operator, is extending its reputation for offbeat and irreverent advertising with new commercials that send up some seemingly famous moments in history.

The TV and web campaign, produced by CLM BBDO in Paris, is in support of FREE's EUR29.99-a-month offer, which it clams is "the best offer in a very long time".

In one spot, Van Gogh has a hard job convincing an innkeeper to accept his "sunflowers" painting in payment for a meal. In another, a couple of hillbillies sell a piece of desert to a wily estate agent for a few dollars. It turns out to be Las Vegas.

EASY HOME CENTER - FACADES - ARGENTINA
CREDITS
Project: Facades
Client: Juan Agostino, marketing director, Easy Home Center
Brief: Reinforce the Easy Home Center concept of "Your house, your
world"
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writer: Juan Pablo Lufrano
Art director: n/s
Media agency: n/s
Production company: Palermo Films
Director: Francisco Pugliese
Exposure: National TV

THE LOWDOWN

Easy Home Center, the South American home furnishings and building materials chain, draws on some of the most famous TV series of the past two decades in a new round of advertising. The opening titles from Dynasty, The Brady Bunch, Mork & Mindy and The Flintstones are among those featured in the 60-second spot, produced by Del Campo Nazca Saatchi & Saatchi.

What unites the clips is that each features a house, reinforcing the importance of the home in most people's lives. The ad ends with the line: "Every great story begins with a house."