The Screen test - Campaign Screen's international ad picks 24-6-2002

In this week's International Pick, Campaign Screen editor Lisa Campbell looks at ads from Molson, Golden Cap, Midas and Ikea.

Molson - 'outside now' and 'king Dwayne'

Maggie Zackheim's background in improvised comedy shines through in the new Canadian ads for Molson. Still only 30, she has written for VH1 and worked closely with the actors in this campaign. The ads are based on stand-up comedians and the team worked hard to find the best Canadian comic actors. And the guys didn't disappoint. Despite possible legal problems, they were determined to do the running-into-the-fence scene because they were so used to doing comedy falls.

Agency: HHCL & Partners, London. Creative director: Alan Young. Writer John Thake. Agency producer: Lee Tan. Production company: Independent Films, London. Director: Maggie Zackheim. Producer: Treena Carmody. Director of photography: Michael Ozier. Post-production: VTR, London.

Golden Cap - 'Carmen'

Some clever lateral thinking has gone into this ad for Golden Cap cider. It's effectively a product demonstration, albeit a very slick one, which highlights the fundamentally cool nature of the brand. The ad is beautifully designed and art directed, with the casting adding greatly to its aesthetic qualities. The chattering teeth effect is well handled by Mikkelsen -- it proves very convincing, particularly where the musicians are concerned.

Agency: Taivas, Helsinki, Finland. Writer Ari Halla-Aho. Agency producers: Eija Hakala, Liisa Frick, Kalle Tuomi. Production company: Locomotion, Copenhagen, Denmark. Director: Jens Mikkelsen. Producer: Mariusz Skronski. Director of photography: Angel Alwerete. Post-production: Shortcut. Copenhagen, Denmark.

Midas - 'gremlin' and 'Yugo'

Tongue-in-cheek humour is used to tackle people's scepticism about car repair shops. The aim is to stand out in a category which usually goes for dull, informative ads -- not gremlins under the bonnet. Our favourite, however, plays on the Yugo, a much derided car in the US. As well as an amusing scenario and interesting casting, the ad also suggests that honesty is an important brand value -- not something typically high on a car mechanic's agenda.

Agency: Cliff Freeman & Partners, New York. Creative director: Eric Silver. Writers William Gelner, Dan Kelleher, Richard Bullock. Agency producer: Jason Gaboriau. Production company: Omaha Pictures. Director: Paul Gay. Producer: Jason Kemp. Directors of photography: Ed Lachman, Julian Whatley. Post-production: Mackenzie Cutler, New York.

Ikea - 'laptop wash' and 'storage'

BMF takes a humorous approach in two 30-second ads for two different product categories: adventure toys for children and storage systems. A mother watches lovingly as her little girl does the washing up until she sees a soapy laptop on the draining board. The message is simple -- buy better toys so children won't mess with yours. In 'Storage' a guy searching for love is ditched twice -- first for being too messy and then for being gay when he cleans his act up a little too much.

Agency: Brown Melhuish Fishlock, Darlinghurst, Australia. Art directors: Andrew Ostrom ("laptop"), Dejan Rasic ("storage"). Writers Andrew Petch ("laptop"), Matt Keon ("storage"). Production companies: Visual Narrative ("storage"); Great Southern Films, Melbourne ("laptop"). Director: Grant Matthews("storage"), Vicki Blanche ("laptop"). Producer: Luisa Peters ("storage").

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