Piaggio Vespa: Ammirati Puris Lintas Milan

Piaggio Vespa: Ammirati Puris Lintas Milan

1996 is the 50th anniversary of Vespa, Piaggio’s best-known scooter.

This campaign promoted the Vespa’s anniversary and the launch of an

improved model. Vespa is the only scooter to have been available for

half a century and Piaggio wanted to stress its heritage. The press

campaign supported a TV campaign in which the Vespa time-travelled

through the years. The first of the three ads re-enacts a scene from the

film, La Dolce Vita, where a young man on a Vespa rescues a model from

the paparazzi. The next mimics a scene from the late 70s film,

Quadrophenia, showing a Vespa-riding hero surrounded by mods. The third

is a futuristic scene showing the same model hitch-hiking in a space


Country Italy Agency Ammirati Puris Lintas Milan Client Piaggio Writer Anna Montefusco Art director Luca Maroni Photographer Moshe Brakha

Bonduelle: Robert Putz

Bonduelle, a French company that specialises in canned and bottled

vegetables, has had a long working relationship with Klacto Animations.

In its latest ad, created by the agency, Robert Putz, Klacto’s Ted

Rockley has brought to life an all-singing, all-dancing green pea which

cavorts around in full colour, crooning Singing in the Rain in Polish.

For the movements to be exactly right, the team working on the ad

studied the Gene Kelly film and choreographed the pea perfectly. He

sings and taps his feet in time to the music and even swings around a

bean stalk as Kelly did around the lamppost in the 50s classic. Even the

other vegetables are smiling and grinning as they watch him perform.

Country Poland Agency Robert Putz Client Bonduelle Polska Creatives

Robert Putz, Heinz Edelmann Director Ted Rockley Production Company

Klacto Animations

Arcelik: Cenajans Grey

Arcelik is one of Turkey’s major white-goods manufacturers and is known

as the ‘admiral ship’ of its holding company, Koc Holdings, by the

Turkish press. Arcelik makes full use of its nickname in this ad, which

features a cruise ship. Cenajans Grey, Arcelik’s agency, transforms the

bow of the ship into the base of a domestic iron and superimposes the

image of a washing machine on to the dial of a radar to emphasise the

link between Arcelik’s reputation and its products. Similarly, gala

flags around the outside of the ship change into washing symbols. The

endline is, ‘Arcelik, the journey to comfort...’

Country Turkey Agency Cenajans Grey Client Arcelik Writer Fergal Pere

Art director Nadir Multmutluer Director Darrell Pockett Production

company Ron Barham Productions

Gazet Van Antwerpen: Bates Belgium

The Gazet Van Antwerpen is one of Antwerp’s oldest dailies. These ads,

for its relaunch campaign, publicised the paper’s ‘young and dynamic’

appeal. The first execution features the Gazet’s colour supplement, the

Universe, and shows a couple receiving their paper. As the man opens the

broadsheet, the colour supplement magazine attacks his wife and wraps

itself around her head. The endline is: ‘The Universe starts in Gazet

Van Antwerpen.’ The second execution shows a man walking up to a

newsstand. When he asks for the Gazet, the news seller leaps out from

behind his counter, spins round into a kitsch Elvis costume and, after

handing over the paper, starts singing He’s got the Whole World in his

Hands. The endline runs, ‘The world starts in the Gazet Van Antwerpen.’

Country Belgium Agency Bates Belgium Client Gazet Van Antwerpen

Writer Gert Mahieu Art director Andre Plaisier Director Peter Van

Houtteghem Production company Pix and Motion

WEA: Me Company

The multimedia design group, Me Company, used advanced 3D computer

graphics in this WEA Japan campaign to launch an album from one of its

most well-known pop-stars, Noriuki Makihara. Me Company was briefed to

design an advertising campaign around a fictional cyber-character,

called Digital Cowboy. In fact, Me Company came up with an entire

virtual world, featuring bizarre characters such as Digital Cowgirl, the

cowboy’s girlfriend; an information satellite called Data Baby; and a

threatening dog, called Dog of Dog World. The five executions featured

on poster sites across Tokyo and the company also created a 15-second

commercial and pop video for the album, which was called Love Song of

the Digital Cowboy.

Country Japan Agency Me Company Client WEA Japan Writer Paul White Art

director Paul White Computer graphics Me Company

McDonald’s Fallon McElligott

Up until this summer, McDonald’s has targeted children in its ads, but

it decided to change tack in May following the launch of its Arch Deluxe

hamburger. In these ads, children are shown looking horrified at the

mention of the healthy ingredients used in the new range, which includes

fish, grilled chicken and crispy chicken. The only ad in the campaign to

feature a child shows a young Hispanic girl thanking McDonald’s because

her parents want to go to McDonald’s every day for a Deluxe sandwich.

Another shows a couple going into their son’s untidy bedroom to discover

that he’s eaten a Deluxe Crispy Chicken sandwich, a sign they take to

mean he’s growing up. The endline reads: ‘The burger with the grown-up


Country USA Agency Fallon McElligott Client McDonald’s Writers Tripp

Westbrook, Joe Lovering Art directors Bill Schwab, Kevin Amter, Brian

Burlison Director Thom Higgins Production company Dektor Higgins

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