The Work: New Campaigns - The World

Project: Drink it slow
Client: Jaxie Alt, marketing director, Dr Pepper
Brief: Promote Dr Pepper by emphasising the best way to enjoy its
Creative agency: Deutsch Los Angeles
Writer: Rob Goldenberg
Art director: John Davis
Media agency: Initiative
Media planner: Jennifer Nyhan
Production company: Prettybird
Director: Paul Hunter
Editor: Lucas Eskin
Post-production: Mad River Post
Audio Post-production: Critical Mass, Eleven Sound
Exposure: National TV


Julius Erving - the US basketball legend known as Dr J -and the actor Kelsey Grammer - aka TV's Dr Frasier Crane - are among the famous names assuring people watching the latest Dr Pepper advertising: "Trust me, I'm a doctor."

All the stars are being lined up to reinforce a claim by the drink's manufacturer, Dr Pepper Snapple Group, that scientific research proves that, because there are 23 flavours in Dr Pepper, it tastes best when drunk slowly.

"Most great soft-drink advertising is not usually associated with scientific research," Eric Hirshberg, the chief creative officer of Deutsch Los Angeles, which produced the campaign, said.

In the first spot, Erving, 58, the fifth-highest scorer in US professional basketball history, demonstrates his prowess by flicking an ice cube into a glass several feet away.

Project: Dark secrets
Client: SABMiller
Brief: Promote Redd's to Vietnam's new generation of women
Creative agency: JWT Vietnam
Writers: Ompong Remigio, Ali Shabaz
Art directors: Vancelee Teng, Ha Do, Ho Hoang Quy
Planners: Chris Von Selle, Tran Thanh Phong
Media agency: MediaCom
Photographer: Pro Eye Studio
Illustrators: Ha Do, Pham Tuan Minh
Exposure: National newspapers, magazines


Redd's, the lemon-flavoured beer brewed by SABMiller, is targeting Vietnam's emerging female generation, and breaking free of the country's traditions with an irreverent and controversial print campaign.

Redd's is claimed to be the first beer to be promoted to Vietnam's urban women, who are better educated, have well-paid jobs and ignore taboos about drinking in public.

It capitalises on what JWT Vietnam, which created the work, claims are the dark secrets women have wanted to reveal, telling them to "pour it out, girls". One ad confesses "I had to wear a neckbrace for three days. I told everyone I pulled a muscle doing yoga. I was really masturbating."

Project: Read more
Client: Iris Barel, managing director, Steimatzky
Brief: Encourage people to read more books
Creative agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Writers: Tzur Golan, Amit Gal, Geva Kochba
Art directors: Gideon Amichay, Ran Cory
Planner: Liron Shecter
Media agency: Mediaedge:cia Israel
Exposure: National press


Steimatzky, Israel's oldest and largest bookstore chain, has launched advertising aimed at protecting its business from the encroaching threats of digital media.

The national print campaign, through Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv, aims to stop people turning into "couch potatoes" at a time when pressing a button has become easier than turning a page.

The message is that intellect shrinks without the stimulation of reading. It is delivered via an ad featuring a man with a tiny head and a normal-sized body slumped on a sofa and brandishing a TV remote control.

Founded in Jerusalem in 1925 by Yechezkel Steimatzky, a Russian-born immigrant from Germany, the chain currently operates stores in 68 cities in Israel, as well as in Los Angeles and London.

Project: Double lines
Clients: Tania Corbeil, corporate manager; Brian Murphy, advertising
manager, Infiniti
Brief: Increase brand awareness by demonstrating common values shared by
Infiniti and Cirque du Soleil
Creative agency: TBWA\Toronto
Writer: Andrew Caie
Art director: Jon Lane
Planners: John Roumelis, Nick Turney, Brandon Marks
Media agency: OMD Toronto
Media planner: Karena Phidd
Production company: Sons & Daughters
Director: Mark Zibert
Editor: Mark Morton, School Editing
Post-production: Crush
Exposure: National TV


Infiniti, the Nissan-owned car brand, is marking the second year of its three-year sponsorship of Cirque du Soleil with advertising that attempts to promote what it claims is their shared values of creativity and strength.

The company describes its new TV spot as "akin to sitting in the front row" of a show by the Montreal-based Cirque Du Soleil, which bases its performances on circus styles from around the world and features continuous live music.

From its modest beginnings as a performing troupe in the 80s, Cirque du Soleil now has 3,500 staff from more than 40 countries.

The commercial features aerial performers descending on yellow silk banners which morph into street lines that introduce the Infiniti G35 Sedan.

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