VW Passat DDB Needham.

VW Passat DDB Needham.

DDB Needham Dusseldorf used special effects for this television spot for

the Volkswagen Passat. The commercial opens on a man sitting in his

living room. He reaches for a glass of water on the table next to him,

only to realise that the glass is actually a hologram. A laugh is heard

in the room, and the man says, sarcastically, ’Very nice Fred.

Can’t you think of something new?’ The next time he looks at the table,

a miniature hologram of the VW Passat has appeared. He asks to see it in

silver and full size. When the full-size car appears, he walks through

it, crouches inside and looks at the interior, which provides an

interesting hi-tech way of introducing the car to the viewer.

Country: Germany

Agency: DDB Needham, Dusseldorf

Client: Volkswagen

Writer/art director: John Meszaros

Director: David Garfath

Production company: The Paul Weiland Film Company

Citroen ZX Euro RSCG.

In an unusual departure for car advertising, Euro RSCG in Paris has

created a 30-second ad for Citroen starring a mosquito. It opens on an

area of skin where the hairs are flattened at regular intervals, each of

which strangely coincides with the noises of an engine revving up.

Then a mosquito zooms into view. But the insect falls foul of the same

force that is flattening the hairs. Try as he might, the bug cannot stay

on the arm and begin his dinner. The scene widens to show that the limb

is hanging out of the front window of a Citroen ZX, as a young driver

puts the car through its paces.

Country: France

Agency: Euro RSCG Paris

Client: Citroen

Writer/art director: Jean-Christophe Royer

Director: Harry Dorrington

Production company: Lambie-Nairn Directors

Marie Thumas Saatchi and Saatchi.

Saatchi and Saatchi Brussels decided to break away from conventional

food ads in its work for Marie Thumas bottled vegetables. The first

commercial opens on a young man and woman having their first dinner

together at his place. The woman asks how he cooked his vegetables but

he refuses to tell her that they are Marie Thumas, because he promised

his mother he would only divulge the secret to the girl he is going to

marry. At the end of the spot, viewers are asked to vote on how the next

stage of the plot will unfold. Based on the replies, the agency quickly

whipped up the next ad in the series. This also asked viewers to vote

about the next twist in the plot, until the soap opera finally worked

its way to a conclusion.

To ensure an authentic style, Saatchi and Saatchi brought in the

commercials director, Derek Coutts, who is renowned for his work on the

UK’s Gold Blend ads.

Country: Belgium

Agency: Saatchi and Saatchi Brussels

Client: Marie Thumas

Writer: Gregory Ginterdaele

Art director: Marie-Loure Cliquennoise

Director: Derek Coutts

Production company: Cin and Art

Wonderbra Hunt Lascaris/TBWA.

It took Hunt Lascaris nearly a year to persuade Wonderbra to run this

ad, which uses a stock Wonderbra photo enhanced for 3-D vision.

The cost of manufacturing 3-D glasses for every ad had put off the


But the effort was worthwhile as, 12 months on, the campaign has gained

impressive awareness across South Africa. Sales have spiralled and the

ads have generated plenty of free column inches. The ads broke at the

end of last year, running mainly in women’s magazines. It has since been

blown up for in-store posters, each with a pair of 3-D glasses.

Country: South Africa

Agency: Hunt Lascaris/TBWA

Client: Playtex

Writer/art director: Anton Crone

Photographer: stock shot

Centraal Beheer DDB Amsterdam.

The latest commercial in DDB Amsterdam’s quirky campaign for the Dutch

insurance company, Centraal Beheer, takes place in a museum. As usual,

the premise is that no matter what disaster befalls you, Centraal Beheer

can help. In this case, our young hero strolls into the museum and is

drawn to an African voodoo doll that looks oddly similar to a picture of

America’s President Clinton on the wall opposite. Even more strangely,

the viewer sees that when our hero moves the doll - or a part of it -

the real-life Clinton, who is giving a lecture somewhere else in the

world, follows suit. So, as the young man moves the doll’s limbs around,

Clinton begins to flail his arms wildly in the middle of his talk. As

the doll falls down, so does Clinton. And then, when our hero jams the

doll back on its spike ... ’Just call us’, the endline says.

Country: The Netherlands

Agency: DDB Amsterdam

Client: Centraal Beheer

Writer: Erik Wunsch

Art director: Lode Schaeffer

Director: Frank Budgen

Production company: The Paul Weiland Film Company

Pepto Bismol Leo Burnett.

For this poster campaign, Leo Burnett used stock images of food dishes

that are renowned for causing upset stomachs and indigestion. The

dishes, such as kebabs, bowls of chilli or onion rings, were coloured

pink to reflect the distinctive colour of Pepto Bismol. In each case,

the food was shot against a white background in order to emphasise the

colour. At the bottom of each poster, the strapline reads, ’Lets you

stomach it’, and the right-hand corner also carries a pack shot. It was

an idea that Leo Burnett carried through six different executions, while

the strapline was also carried on into a television campaign.

Country: Canada

Agency: Leo Burnett, Toronto

Client: Pepto Bismol

Writer: Lorraine Tao

Art director: Elspeth Lynn

Photographer: stock shots