THE BOOK OF LISTS: The 10 Best international press ads

1. Volkswagen Beetle "bee guy/jumper/shuttle/volcano/lettuce


Many of these campaigns scored top awards at the 48th International

Festival at Cannes this year. This print campaign was no exception. It

reversed the stereotypes usually enforced by car advertising by taking

the bold step of relegating the product to the background. Featuring

momentous events such as a volcanic eruption or a space shuttle launch,

Arnold's campaign stresses that, in the midst of such important events,

the allure of the new Beetle cannot be overcome. The campaign, which is

based on consumer insight, takes a risk by using these distracting

pictures in the foreground, but the copy says it all: "Hey, there's a

silver one."

Country: USA

Agency: Arnold Worldwide

Copywriter: Dave Weist

Art director: Don Shelford

2. Diesel Daily African campaign

Winner of Cannes' Grand Prix this year, these 14 satirical executions

turn perceptions of the Third World on their heads by exploring what it

would be like if Africa, rather than North America and Europe, dominated

the world. Seeking to change opinions about the developing world, the

ads feature affluent Africans juxtaposed with cuttings from a fictitious


Country: Sweden

Agency: Paradiset DDB

Copywriter: Bjorn Rietz

Art director: Tove Langseth

3. Fundacao Sos Mata Atlantica "cutting trees/burning forest/swinging

axe/chainsaw/cigarette butt/my trunk"

This public awareness campaign for Rainforest Preservation continues

previous executions highlighting the foolishness of destroying forests.

It has won plaudits this year for its great concepts that translate so

well into engaging creative images. On top of its environmental message,

its aesthetic appeal also went down well at Cannes, where it won a gold


Country: Brazil

Agency: F/Nazca Saatchi & Saatchi

Copywriters: Eduardo Lima, Victor Sant Anna

Art director: Sidney Arajo

4. Churches Of The Love Singapore Movement "God - End of the World/God -

Footprints/God - Nietzche/God - Self Made/God - Simon & Garfunkel/God -


This fresh campaign was developed to show God as a more approachable

entity by positioning religion in an engaging and witty way. A hitherto

unseen approach of selling the concept of religion, the campaign has

received a lot of awareness, and has subsequently created a large stir

in the Singapore market.

Country: Singapore

Agency: Ogilvy & Mather

Copywriter: Eugene Cheong

Art director: Ng Pei Pei

5. Dyrup - print "newspaper II"

This ad for the paint specialist humorously answers the brief of coming

up with a creative way of launching a new drip-free ceiling paint. The

resulting simple, but effective, ad doesn't try to pretend Dyrup does

anything else other than make painting easier. A smart way to use the

medium too.

Country: Portugal

Agency: Young & Rubicam

Copywriter: Albano Homem Relo

Art director: Albano Homem Relo

6. GT Bicycles "fast:sex/fast: speeding ticket/fast:

crash/fast:elevator/leg shaving/g-force/dentist"

This eye-catching campaign gets across the core idea that in the modern

world, everything happens in a hurry. One cheeky execution reveals a man

and a woman in the back of a van. They have clearly just had sex, but

although the man looks satisfied, the woman seems puzzled at the speed

of the whole occasion. This original campaign gets across the key fact

that GT bikes are fast - but in a refreshingly different way.

Country: USA

Agency: Crispin Porter & Bogusky

Copywriter: Ari Merkin

Art directors: Markham Cronin, Alex Burnard

7. Banco Privado Portugues "Charles Dickens/Joe Louis/Everett

Dirksen/Gertrude Stein/Everett Dirksen"

This inspired campaign offers a marked departure from traditional bank

advertising. The independent Banco Privado Portugues uses this campaign

to talk about money in laymen's terms. Spurning traditional bank ads

that often rely on financial language, this arty campaign borrows the

works of famous authors such as Charles Dickens to portray the bank's

character and strategy in a language that everyone can understand.

Country: Portugal

Agency: BBDO Portugal

Copywriter: Pedro Bidarra

Art director: Jose Heitor

8. Nike "pointy stick/black"

This feisty campaign completely captures the spirit and attitude of the

Nike women range. One spot features a javelin-thrower in full swing and

the advice: "Never irritate a woman with a pointy metal rod in her

hand." The ads ran in conjunction with The Encyclopaedia of Addictions

and the No More Miss Nice Guy books that W&K Amsterdam has been


Country: Amsterdam

Agency: Wieden & Kennedy

Copywriter: Jessica Lehrer

Art directors: Mario Guay, Judith Francisco

9. Natan Jewellery "brunette-ugly-handsome/grizzly-ugly-handsome"

These two spots are entertaining and different from the over-elegant ads

designed to appeal to traditional jewellery customers. The ads feature

two men, who clearly hit a fair few branches of the ugly tree, holding

out a closed jewellery box. However, they transform into handsome

gentlemen in the eyes of the viewer once they have opened the jewellery

box containing a sparkling ring.

Country: Brazil

Agency: F/Nazca Saatchi & Saatchi

Copywriter: Eduardo Lima

Art director: Sidney Arajo

10. Pepsi-Cola "Pepsi Light-Man/Pepsi Light-Woman"

These ads, which feature a very slim man and woman in the livery of

Pepsi-Cola, won a gold Lion at Cannes this year and have been a hit

because of their highly rated visual concept and art direction. The

spots feature two individuals whose love of Pepsi-Light has complemented

their elongated, slim physique.

Country: Brazil


Photographer: Manolo Moran

Art director: Cesar Finamori


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