The brief for this print campaign was to communicate the improved performance of the new 4.6is engine for the BMW X5, an SUV in disguise. As the model was launched three years ago, the creatives assumed that the consumer would be familar with its look and opted not to show the product. Instead, the idea demonstrates the X5's powerful engine and its potential - even as a miniature toy car.
When it came to communicating what is special about the new lightweight M3csl model, however, (below) the car takes centre stage. The idea was to show the model as a high-performance saloon but to strip it of "everything that your mother-in-law would like". Hence the copy line, which translates as: "100% Muscle. 0% Fat".
Agency: Jung von Matt, Hamburg
Writer: Henning Patzner
Art director: Carl-Johan Naes
Photography: Daniel Hartz
PEPSI VANILLA - BBDO NEW YORK Launched during the MTV Video Music Awards in 45- and 15-second versions, the ad opens with two men approaching a Pepsi Vanilla vending machine which keeps turning on and off. Another machine is selling Vanilla Coke, but one of the men says: "Trust me, it's not even close." They persevere in trying to get the machine to work. The end of the spot reveals shop staff flicking a switch to turn the machine on and off. The tagline is: "The not-so-vanilla vanilla."
Agency: BBDO, New York
Writer: Bill Bruce
Art director: Bill Bruce
Director: Chris Smith
Production company: Independent, New York
OPTO-PHARM P2 - FALLON SINGAPORE
Opto-pharm is a local optical care manufacturer in Singapore. For the launch of its P2 contact lens care solution, the company needed to overcome low awareness of its product because Singaporeans are more familiar with foreign eyecare brands. Fallon's strategy was to use a series of print ads backed up a 20-second TV commercial to communicate the message that you no longer have to suffer from eye discomfort when wearing contact lenses.
Agency: Fallon, Singapore
Writers: Terrence Leong, Raymond Chin
Art directors: James Lee, David Seah, Aaron Phua
Production house: TVC-Moviola
Photography: Shutterbug Studio
SONY WALKMAN - LEO BURNETT THAILAND
Leo Burnett Thailand's first work for Sony Walkman aims to maintain the brand's premier position among young consumers. With the tagline "R U Walkman", the 45- and 30-second TV ads show a girl surrounded by mannequin-like people who unveil her secret - listening to a Walkman under her hood. She throws the Walkman at one dummy who comes to life. The specially composed music complements the drama.
Agency: Leo Burnett, Bangkok
Writer: Sarawut Hengsawad
Art director: Sahaath Limlucksana
Director: Michael Warr
Production company: The Film Factory, Bangkok