Nouveau Quotidien Bozell Geneva

Nouveau Quotidien Bozell Geneva

The Swiss newspaper, Nouveau Quotidien, wanted to stress its coverage of

politics, economics, social issues and culture - but in an offbeat way.

Bozell Geneva chose to do this with ads reflecting the paper’s open-

minded approach. One shows two old ladies with the line: ‘What I like

about it is its style.’ In another execution a young woman gazes down at

the cleavage under her T-shirt, accompanied by the line: ‘What I like

about it is its realism.’ Both ideas were used in a print campaign that

broke in March.

Country: Switzerland

Agency: Bozell Geneva

Client: Nouveau Quotidien

Writer: Olivier Girard

Art Director: Damien Gallay

Photographer: Len Shirman

Aprilia BDDP Milan

BDDP Milan’s choice of Alek Keshishian to direct a 45-second commercial

for the launch of Aprilia’s new model of scooter was no accident.

Keshishian - who is known for the steamy film, In Bed with Madonna -

has managed to achieve the same sexual tension in an ad for a two-

wheeler. A well-endowed girl makes love to a hunk in an upstairs room.

An old crone hears what is going on and heads upstairs to confront them

(we think). But as the film ends, the viewer realises that the wily old

woman is merely sneaking into the young man’s flat to steal the keys to

his scooter. In the final scene, the near-naked hero is seen hollering

after the granny as she drives away on his Rally 50.

Country Italy

Agency BDDP Milan

Client Aprilia

Writer Emilio Haimann

Art director Marco Ravanetti

Production companies Film Master, Brave Films

BMW Fallon McElligott

When the BMW 5-series was launched in the US last month, Fallon

McElligott was asked to emphasise the revamped model’s manoeuvrability.

Its answer was to run a film showing the car cruising through an

imaginary New York where all the roads had turned into canals. Daniel

Barber first shot scenes of the Manhattan skyline, and from there he

moved to Miami, where an eight-inch frame was built around a football

field-sized car park and this was then flooded for the action shots.

Water craft were filmed in the waterways around Miami and, finally, the

three separate elements of the shoot were married together using

cutting-edge computer technology.

Country: US

Agency: Fallon McElligott

Client: BMW

Writer: Mike Lescarbeau

Art director: Dean Hanson

Director: Daniel Barber

Production companies: Rose Hackney Barber, Striper Films

Garanti Bank Young and Rubicam Istanbul

The film ‘taxi’ takes an amusing concept - a polite, helpful cabbie -

and uses it to advertise the fact that tellers at the Garanti Bank do

everything for the customer, rather than concentrating on individual

functions. In the spot, a man hails a cab and is pleased to find that

the driver helps to put his case in the boot. The cabbie also discusses

the best route to the airport with him and produces a range of

newspapers for the man to read about the previous night’s football game.

The customer is amazed by the service he is receiving, but when the

cabbie offers him a choice of music, rings ahead to the airport for him

and produces a cup of fresh coffee complete with a saucer, he’s well and

truly confounded. ‘Too good to be true?’ the voiceover asks, ‘If you

think so, then your bank isn’t Garanti yet.’

Country Turkey

Agency Young and Rubicam Istanbul

Client Garanti Bank

Writer Deniz Barlas

Art director Ugurcan Ataoglu

Director Ali Tara

Production company Tara Productions

Turespana Delvico Bates

This year, Turespana, Spain’s national tourist office, is taking the

theme a ‘passion for life’ one step further by giving it an

international twist. Ten of the world’s top photographers each visited

different Spanish locations during December and January and their work

is used in this year’s print campaigns. David Bailey, for example, went

to Barcelona to capture the flavour of the place and its artist, Antoni

Tapies, on celluloid. The well-known Spanish photographer, Javier

Vallhonrat, looked at Andalucia’s passion for the flamenco, while Jean

Loup Sieff, who is famous for nudes, portraits and landscapes, used a

national park on the island of Lanzarote for his inspiration.

Country Spain

Agency Delvico Bates

Client Turespana

Art director Peter Rose

Photographers David Bailey, Javier Vallhonrat

Time Out DeVito/Verdi

When the London listings magazine, Time Out, launched in New York, it

faced tough competition from the well-established title, Village Voice.

However, six months and a brash ad campaign later, sales had reached

51,000 copies a week, with the Voice pushed on to the back foot

(Campaign, 3 May). DeVito/Verdi’s campaign was designed to grab the

attention of New Yorkers - who are among the world’s most jaded

consumers - and make them love their city again. The creative director,

Sal DeVito, got together with practically everyone else in the agency to

come up with a string of witty one-liners for bus sides and poster

sites. ‘Our magazine is a lot like this bus - it covers the city and

comes about once a week,’ one execution says. Another reads: ‘If only

you were out as often as your answering machine says you are.’

Country US

Agency DeVito/Verdi

Client Time Out

Creatives Sal DeVito, Leslie Sweet

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