The Screen test - Campaign Screen's international ad picks 25-1-2002

In this week's International Pick, Campaign Screen editor Lisa Campbell looks at ads from Ilium, BMW, VW and Honda.

Illum - 'Foreplay'

What can come between the raw passion of a man and a woman? Well, quality clothing for one. This revealing commercial sees an amorous couple getting hot and bothered in the hallway of the man's apartment. As his enthusiasm mounts, he rips open her delicate shirt to reveal his prize, only to be slapped hard across the face by the woman as she leaves. The end says it all -- clothes you really care for. Two dozen takes by Treschow finally nailed the right moment.

Agency: Robert/Boisen & Like Minded, Denmark. Art director: Jesper Schmidt. Writer: Joachim Nielsen. Agency producer: Soren Christensen. Production company: Moland Film Company, Norway. Director: Stefan Treschow. Producer: Christian Bevort. Director of photography: Jonas Andreas Andersen. Post-production: Disteney, Denmark.

BMW - 'Face Lifting'

Outstanding visuals and balanced frames from Italian director Federico Brugia capture an emotionally charged Hong Kong. Shot over five days and intended for the Italian market, the spot's rich colours and slow motion imagery enchant by capturing people in everyday situations who suddenly notice themselves becoming older. Well-conceived camera angles assist in expressing the creative idea that everything, even people, suddenly look older once the new BMW Series 3 is unveiled.

Agency: D'Adda Lorenzini Vigorelli BBDO, Italy. Creative directors: Gianpietro Vigorelli, Pino Rozzi. Art director: Gianpietro Vigorelli. Writer: Pino Rozzi. Agency producer: Francesca Nussio. Production company: BRW & Partners, Italy. Director: Federico Brugia. Producer: Federico Fasolino. Director of photography: Massimiliano Gatti. Post-production: The Face, Italy.

BMW - 'Strange Times'

BMW Spain uses a very different creative idea for the new Series 3 to the one we have just seen. The two are both observational and stylishly executed, but whereas Italy is about looks, for Spain, it's personality. We follow a man in a supermarket who observes how many things have lost their genuine essence and spirit -- from sex to communication. The exception, of course, is BMW.

Agency: S,C,P,F, Spain. Creative directors: David Caballero, Toni Segarra. Art director: David Caballero. Writers: David Caballero, Toni Segarra, Montse Rodriguez. Agency producer: Pirámide. Production company: Pirámide. Director: Nacho Gayan. Producer: Theresa Lucas. Director of photography: Manuel Ruiz. Post-production: Telson, Spain.

VW Golf GTi - 'Biplane'

It seems that the excitement of driving a Golf GTi can't even be topped by being rigged to a biplane. This ad for the Italian market goes against the grain in that the emphasis is on the thrill of the ride and as such there is very little footage of the car itself. Featuring the biplane from The English Patient, two cameras were used for the plane action, as well as a helicopter. Simple and understated in tone, the ad is rounded off with a touch of humour.

Agency: DDB Milan. Creative director: Enrico Bonomini. Creative teams: Giuseppe Mastromatteo, Stefano Tumiatti. Agency producer: Giuseppe Brandolini. Production company: New Partners Film Productions, Italy. Director: Jon Greenhalgh. Producers:

Sara Cummins, Michaela Giordana. Director of photography: Baz Irvine. Post-production: The Face, Italy.

Honda - 'Old Shoes'

What could be worse for a young lad than a hole in the shoe, except when you have your hands on the local newspaper. After folding the tabloid with careful precision to insert in his loafer, the youngster spies what is revealed in the paper through the hole -- a shiny ad for a new Honda bike. Tight edits, succinct camerawork and good casting suggest that we leave our walking days behind us and catch a ride on a shiny new Honda instead.

Agency: DM9-DDB, Brazil. Creative directors: Jader Rossetto, Pedro Cappeletti. Art directors: Marcos Medeiros, Roberto Fernandez. Writer: Fabio Abram, Michael Ohanien. Production company: JODAF radical.media. Director: João Daniel Tikhomiroff. Producer: JODAF Team. Director of photography: Leonardo Crescenti Neto. Post-production: Casablanca Das Werk.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

For subscription details please contact Roz Parr on 020 8267 4659 or email Roz.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus