Campaign Promotion: The Thinkboxes Shortlist for October 2008

Pure TV brilliance from October 2008.

Congratulations to last month's winner, Hovis' nostalgic epic capturing more than a century of British history - and brand heritage.

There's no looking back in this month's crop, however, which also features an overwhelmingly international feel. On the one hand, we have Amnesty International's grand sweep of world events, the distinctive cosmopolitanism that is the hallmark of Guinness ads these days and HSBC's world vision; while at the hi-tech end of the spectrum, we also have cutting-edge global brand propositions from Microsoft and Sony. Microsoft is in a mood to think big - hoping to make us all reassess our attitudes towards the PC; while Sony is selling the big picture too, this time in high definition - with a little help from James Bond.

But there's at least one nod to seasonality here - Waitrose and its evocation of Keats and autumnal mellow fruitfulness. Everyone can view and Academy members can vote on the ads at www.thinkbox.tv/thethinkboxes.

- Amnesty International - You are powerful

A 90-second version of this film was premiered at the Secret Policeman's Ball at the Royal Albert Hall - then a recut branded version ran on television and in UK cinemas and is being rolled out globally. Created by Kim Gehrig and Ed Warren at Mother and directed by Kim Gehrig for Andy Hackman at Amnesty, its soundtrack is Until the Day is Done, from REM's new album Accelerate. Building to a strapline that "you are powerful", it follows seven ordinary people shot in everyday scenes. The action then cuts to composited images of the characters intervening in situations of human-rights abuses.

- Barclaycard - Waterslide

Directed by Peter Thwaites, this Barclaycard ad, by Gary McCreadie and Wesley Hawes at Bartle Bogle Hegarty, promotes contactless payment technology. It features an office worker who leaves his desk and jumps into a waterslide hidden in a cupboard - it shows him making his way home via the water slide, which weaves around buildings, over busy roads and through parks. The brief from Paul Troy, the director of advertising at Barclaycard, and Gary Twelvetree, the chief marketing officer, was to show how easy and convenient the contactless credit card is to use.

Creative team: credits to Gary McCreadie and Wesley Hawes at Bartle Bogle Hegarty.

- Guinness - Fridge Magnet

This epic from Guinness features a truck full of "magnetic" beer cans attracting fridges from surrounding homes. Shot in Buenos Aires and directed by Fredrik Bond, it uses the latest in digital production techniques, climaxing in an end shot involving an implosion of 700 fridges. It was devised by Pat Hamill and Mark Nutley at Irish International BBDO working to Grainne Wafer, the Guinness senior marketing manager. One of the biggest campaigns for the Guinness can, it seeks to communicate that chilled Guinness is irresistible; and this TV work is designed to dovetail with digital and in-store activity.

- HSBC - Washing Up

The brief from Regan Savage at HSBC was to devise a launch campaign for the new global positioning for HSBC Commercial Banking - underlining its understanding of the ways in which business success may manifest itself around the globe. The JWT creative director, Axel Chaldecott, came up with a film that shows the representative of a Polish washing machine manufacturer travelling to India to find out why the company's products are so popular there. It turns out that the owner of a chain of juice bars is using the machines to mix lassis. The director was Kevin MacDonald.

As the film's catchline puts it: "Your business success is out there. Is your bank?"

- Microsoft - Pride

Crafted by a directorial team of Bryan Buckley, Marcos Siega, Scott Vincent and Brian Billow, this film forms the first stage of Microsoft's "Real PC" campaign which seeks to challenge the misconceptions that have built up around PC usage. The spot celebrates a diverse range of PC users, while positioning Windows as the glue that unites consumers across their work and personal lives. It was devised by a creative line-up of Dave Steinke, Matt Denyer, Michael Craven, Tim Roper, Rob Reilly and Andrew Keller at Crispin Porter & Bogusky.

- Sony HD - Bond

This film sees the James Bond actor Daniel Craig being buffeted by a series of explosions. The brief from Toby Shaw, the communications manager at Sony Marketing Europe, was to illustrate that Sony Electronics' high-definition products reveal new levels of detail - and to do that within the context of a tie-in with the Bond film Quantum of Solace. The result was this spot, created by Graham Storey and Phil Cockrell at Fallon and directed by Baillie Walsh. We see Craig trying to remain fixed to the spot while debris from the explosions crashes into him.

- Volkswagen - Tiguan Walter

This latest television ad for the Volkswagen Tiguan tells the story of Walter, a driving instructor in the town of Ellijay in Georgia. To the amazement and bafflement of the townsfolk, all of Walter's students pass their driving tests without exception. Gradually, the reason for his success becomes clear. It is down to his Volkswagen Tiguan which, as the endline tells us, is "simply effortless" to drive. Created by Grant Parker at DDB, it was directed by Jeff Labbe. The client at VW is Kirsten Stagg.

- Waitrose - Autumn

The aim of this autumn push from Waitrose is to get the people of Britain back into the kitchen, inviting them to enjoy the season with all the delicious tastes of Waitrose quality foods. The brief from Gillian Connor at Waitrose was to show that the store's products embrace all levels of culinary skill. The ad, created by Ken Hoggins and Jeremy Carr at Miles Calcraft Briginshaw Duffy and directed by Daniel Barber, shows a variety of scenes associated with the season and urges viewers to "enjoy all the flavours of autumn with Waitrose".

- The thinkboxes are held in partnership with Haymarket Brand Media, parent company of Campaign and Marketing. These monthly, free-to-enter awards cover all forms of TV advertising creativity including spots, idents, ad-funded programming, interactive TV, internet and mobile TV ads. Up to ten shortlisted entries will be featured each month in Campaign. They will be judged by the members of the Thinkbox Creative Academy and the winner will be featured in Marketing. Intrigued? Of course you are. For rules and more information, go to www.thinkbox.tv.