Chrysler Bozell Frankfurt
These ads, for the launch campaign of Chrysler’s Stratus Cabrio
convertible, were shot on the west coast of America by Vic Huber to
emphasise their US styling. The first one, photographed beside Route 66,
details the joy of driving the car, saying: ‘Whether you’re exploring
the quiet towns and villages of Europe or cruising the Continent’s super
highway, the time will pass quickly.’ The endline is: ‘You spend a lot
of time behind the wheel. Enjoy.’ The second reads: ‘The sleek power top
disappears quickly and silently at the touch of a button.’ With the
tagline, ‘raise the roof’.
Country Germany
Agency Bozell Frankfurt
Client Chrysler Stratus Cabrio
Writer Tine Nowak
Art directors Frank Krupka, Tony Neu
Photography Vic Huber
Diesel DDB Paradiset
Diesel Workwear has continued its advertising campaign for five years,
using 70 different ads in its ‘successful living’ campaign. This one
features five young men, stripped to the waist and covered in oil. They
are each flexing their muscles and the strapline reads: ‘Thanks Diesel,
for making us so very beautiful.’ This ad is for Diesel jeans but each
execution features a different item of clothing. Other ads in the
campaign have featured a Diesel Formula 1 team, models surrounded by
racing cars, and an elderly man being given a rather inappropriate
Diesel T-shirt by his family for Christmas. Often controversial, Diesel
caused a stir at Cannes this year with its ‘hot couture’ spot, which ran
into criticism for being racist. The ad, which featured an Indian Elvis
lookalike wearing Diesel jeans, nevertheless won a silver lion.
Country Sweden
Agency DDB Paradiset
Client Diesel
Writer sLinus Carlson
Art director Joakim Jonason
Photography Henry Halvorsen
Carlsberg Breweries Saatchi and Saatchi Copenhagen
In this campaign, Carlsberg wanted to convey not only the quality of its
beer but also its popularity. It shows a man preparing for a special
dinner and the catalogue of disasters that ensues. He decides to soak
the labels off empty Carlsberg bottles and paste them on to his cheaper
beer. When his dinner date arrives, he pours her a glass of beer and
lights the candles, throwing the match over his shoulder. The label on
the bottles start to unpeel and he leans a fork against one to hold it
down, which later results in the fork pinging across the room. His date
then notices that her bag is on fire, which he douses with water. She
finally takes a sip of her beer and is so horrified by the taste that
she spits it out. The endline is: ‘Not our beer.’
Country Denmark
Agency Saatchi and Saatchi Copenhagen
Client Carlsberg lager
Creatives Lars Busekist, Ask Wappling
Director Stein Leikanger
Production company Easy Film Copenhagen
Once Delvico Bates
Once is a Spanish charity for the blind that also runs a national
lottery. These ads were to promote a new lottery product, and to
publicise the range of prizes on offer. In a campaign released earlier
this year, scenes from around the world featuring queues of people were
shown. It was supported by a teaser press and radio campaign that asked
why these people were forming queues. Based on an Once ad that ran nine
years ago and picked up a gold at Cannes, the new spot showed how, each
time the queue moved forward as someone bought a lottery ticket, they
fell backwards, thus setting in motion a domino effect through the line.
Country Spain
Agency Delvico Bates
Client Once
Creatives Felix Fernandez des Castro, Toni Sigarra, David Callibero
Directors Jaime de la Pena, Cesc Garzot
Production company Tesauro
Volkswagen DDB
This execution in DDB Amsterdam’s recent campaign for Volkswagen
features four people talking about names. Two of the young women are
called Mercedes, one is called Porsche and another - a man - has the
name Ferrari. They discuss how awful it is to have people joking about
whether they have fuel injection, men asking if they can have a look
under their bonnets and so on. Then the line, ‘You don’t pick your own
name. If you did, you’d pick one you’d never regret’, appears. Finally,
a young man explains that he has changed his name by deed poll to
Jonathan Volkswagen-Beetle. The viewer sees his passport flash on to the
screen and Jonathan cleaning his own Beetle. The endline is:
‘Volkswagen. Who else?’. The press ad in the campaign featured one hand
dropping Volkswagen keys into another hand, with the strapline:
‘Volkswagen recycling.’
Country The Netherlands
Agency DDB Amsterdam
Client Pon’s Automobielhandel (for Volkswagen)
Writer Eric Wunsch
Art director Lode Schaeffer
Directors Lode Schaeffer, Erick Wunsch
Production company DDB Amsterdam
Compaq Ammirati Puris Lintas
Compaq aimed to show the impact that computers have on everyday life
with this campaign. The first ad features two elderly women in a country
kitchen. One grannie, who is sitting down, appears to be trying to
remember a recipe, reciting the ingredients. She says: ‘Let me see.
Cinnamon, nutmeg and...’. Her companion walks over to the computer
behind her and says: ‘I’ll just print it off for you.’ The screen of the
computer changes to show a fruit loaf, and the other woman says: ‘Why
don’t you just fax it to me?’.
The second ad in the series shows a young deaf girl asking a woman, in
sign language, what she used to do when she came home from school. The
woman explains that she watched television, and the girl asks why. ‘I
don’t know,’ explains the woman.
Country US Agency Ammirati Puris Lintas Client Compaq
Writers Keith Klein, Brent Bouchez
Art directors Mike MacNeil, David Page
Director Mark Coppos
Production company Coppos Sato Thomas
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