BBH signs famous scientist for Time

Bartle Bogle Hegarty has lured Professor Luc Montagnier, the man who discovered the Aids virus, to star in Time magazine’s first European ad campaign.

Bartle Bogle Hegarty has lured Professor Luc Montagnier, the man

who discovered the Aids virus, to star in Time magazine’s first European

ad campaign.



The commercial was filmed on location on the Chott al Jerid salt flats

in Tunisia, where Montagnier - who isolated the Aids virus in 1983 -

reflects on his modest existence on earth within the vastness of the

desert. He concludes: ’Politicians, decision-makers and world leaders

should be brought out here. Feeling insignificant ... is never a bad

thing.’



The campaign, BBH’s first work since winning the Time account in

December 1996, uses the endline, ’Step out of your world’. Later

executions will feature other prominent people talking about maintaining

perspective when their personal achievements are highly acclaimed.



The campaign breaks on 2 April in the centre break of News at Ten, on

Germany’s news channel, n-tv, and on CNN International throughout

Europe.



A second commercial, together with press and poster ads, will follow

later this year. Motive Communications, BBH’s media dependant, has

planned and bought the media for the campaign.



Montagnier is the professor at the Pasteur Institute in Paris and the

president of the World Foundation for Aids Research and Prevention. The

Aids charity will receive his fee for starring in the ad.



The campaign positions Time as an essential news magazine with a global

perspective to supplement the reader’s national magazine or

newspaper.



The commercial was created by the BBH art director, Paul Shearer,

written by Rob Jack and directed by Mehdi Norowzian through Joy

Films.



Time last advertised in Europe in 1991 with a print campaign created by

GGK. The magazine aired its first TV campaign in five years in the US

last year, with spots from Fallon McElligott Berlin featuring the theme:

’The world’s most interesting magazine.’



Time Atlantic is part of the Time Warner group. In September last year,

Time established an editorial office in London to produce stories

targeted at a European audience.