Sasol is a chemicals and fuels company based in Johannesburg. This ad explores one of its latest innovations: using the technology used in pregnancy testing kits to turn milk green when it goes sour. It shows a variety of people using the old-fashioned way to determine freshness: by sniffing it. Braver souls try gulping it. However, with the Sasol bottle, the milk changes colour according to its chemical content. If it's green, there's no way it would end up in a cup of tea.
Agency: TBWA\Hunt\Lascaris, Cape Town
Art directors: Theo Ferreira, Sue Anderson
Writer: George Louw
Director: Keith Rose
Production company: Velocity Films, Cape Town
HEINEKEN - PUBLICIS US
Election fever is intensifying in the US, with the emerging Bush and Kerry two-horse race, so Publicis' TV spot for Heineken parodies the electoral process. An elephant and a donkey are being taught dance routines, in vain. In the corner, a seamstress sweats away on a sewing machine trying to perfect a pair of stars 'n' stripes trousers for the elephant. Outside, two men look on in disbelief. "It's gonna be a long year," one says. The endline has a smart double meaning: "Vote Dutch" means to abstain from voting in the US.
Agency: Publicis, New York
Art director: Peter Nicholson
Writer: Dave Droga
Director: Jim Jenkins
Production company: Hungry Man
NIKE - OGILVY & MATHER SINGAPORE
This poster reverses the position of the basketball and the net to make the ball look as if it's being crowned by the net. This clever art direction is to mirror the popularity of basketball in Singapore which, as a sport, has attracted a hardcore group of fans. The poster advertises the Nike OneonOne competition where recruiters spot up-and-coming talent on the court and crown Singapore's most talented player. It is displayed where basketball is played and used as an invitation to the competition, only to those players deemed good enough to take part, hence the line: "King of the Court?" Nike is eager to build brand equity among the country's avid basketball fans with events such as these which position it right at the heart of the game. The poster also builds on Nike's sponsorship of rising stars in the National Basketball Association such as LeBron James.
Agency: Ogilvy & Mather, Singapore
Art director: Naoki Ga
Writer: Richard Johnson
Photographer: Roy Zhang
CITROEN XSARA PICASSO - EURO RSCG 27 FRANCE
Shot in Bucharest, this ad shows an art thief breaking into a gallery and attempting to steal a painting by Picasso. But the "Picasso", being a Citroen model, is too quick and clever and ends up sliding all over the gallery walls, proving too slippery for the robber's thieving mitts. It eventually foxes the art thief, who ends up falling flat on his back, in full view of the CCTV cameras and the gallery's security staff. Tight direction means that the point about the car's slick handling is made economically and in a memorable way.
Client: Citroen Xsara Picasso
Agency: Euro RSCG 27, Paris
Art director: Volker Gehr
Production company: @radical.media, Paris