Ennio Morricone's famous Spaghetti Western music, Man with the Harmonica, sets the mood in this playful Parisien spot for the Peugeot 607. The car is so intimidating that other cars gibber with fear in its presence. Pretty soon, it is driving on empty roads because all the other vehicles have hidden themselves away. The ad has a lot in common with Delaney Lund Knox Warren & Partners's spot for the Vauxhall Corsa, "hide and seek", which eschewed the "driving experience" route in favour of humanising the car and giving it character. It's an interesting departure for a luxury model; the car's competitors are the Mercedes C-class, the Renault Vel Satis, the Mercedes E-class and the BMW 5 Series, all models that tend to favour a glossier, more deluxe style of advertising.
Agency: BETC Euro RSCG, Paris
Art director: Olivier Couradjut
Writer: Remy Tricot
Director: Frederic Planchon
Production company: Irene, Paris
AOL - Wieden & Kennedy USA
If you're a fan of Back to the Future or Bill & Ted's Excellent Adventure, then this spot is for you. The simpleton star of these ads knows that AOL's Top Speed Technology makes things go faster. So he straps a box purporting to contain Top Speed Technology on to his car. He puts his foot down and the car disappears. He re-appears, having visited the Renaissance era. In other spots, the Top Speed Technology box gets strapped to a motorbike and a mobility buggy, with similar slapstick consequences.
Agency: Wieden & Kennedy, Portland
Art director: Ryan O'Rourke
Writer: Mark Fitzloff
Director: Hank Perlman
Production: company Hungry Man, New York
Volkswagen - DDB Japan
These two print ads form part of Volkswagen's corporate campaign in Japan. The first ad, "Zen garden", communicates Volkswagen's position as Japan's number-one import car, by showing a traditional Zen garden with "VW" carefully raked into the gravel. It appeared as a newspaper ad special supplement for the Japan Times Tokyo Motor Show and was then rolled out as a poster for VW showrooms. The second ad, "world map", announces that the VW Touareg SUV has been voted as the best SUV on the market by motoring journalists in several countries. It shows a muddy map of the world with two tyre tracks streaked across it.
Agency: DDB, Tokyo
Art directors: Masakazu Kubota, Kengo Maeda ("world map"), Mitsuhiro
Ogasawara ("Zen garden")
Writers: Ken Trevor, Nobuyuki Saito
Photographers: Kazuma Muneto ("Zen garden"), Akio Inden ("world map")
Hutchison - Ogilvy & Mather India
India's mobile phone networks have a reputation for patchy coverage. So, when the telecommunications giant Hutchison invested in developing a more reliable network, it wanted to promote the fact that it was responding to consumers' irritations. So the new multimedia campaign for Hutchison's telecom brand, "Hutch", plays on the concept of man's best friend: a little dog represents the network. A 60-second television spot shows the little dog following a small boy wherever he goes. The endline is: "Wherever you go, our network follows." The campaign includes three 15-second films, and has been extended across all media. As a result of the campaign, the little dog has become ubiquitous in the country: she has appeared on the cover of Elle, and the pug is now the most sought-after breed in India.
Client: Hutchison Telecom, India
Agency: Ogilvy & Mather, Mumbai
Art director: Rajiv Rao
Writer: Mahesh V
Director: Prakash Varma
Production company: Nirvana Films, Bangalore