Bartle Bogle Hegarty has lured Professor Luc Montagnier, the man
who discovered the Aids virus, to star in Time magazine’s first European
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
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
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
The commercial was created by the BBH art director, Paul Shearer,
written by Rob Jack and directed by Mehdi Norowzian through Joy
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.