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The Thinkboxes Shortlist for February 2009: A view from ... Leon Jaume

You wouldn't kick any of these out of bed, so picking a winner confers harsh, also-ran status on at least three of them.

There is some outstanding thinking, writing and production on display from Orange, Cadbury and Lurpak and some spectacular celebrity gathering from Adidas.

But in the end I chose the one that stayed with me long after the others had left the stage. The deadly simplicity of the Department for Transport's ad, which shows a man tormented by the ubiquitous presence of the corpse of the small boy he killed while speeding, burrows into your mind. It may even stay there long enough to nudge your speedo back round the dial while you're driving.

Shock tactics in advertising are often numbing and counter-productive; when they are deployed this effectively, they're worthy of our plaudits and gratitude.

- Leon Jaume, Executive Creative Director, WCRS

This is one Thinkbox Academy member's view. What do you think? You can view the ads and Academy members can vote by going to www.thinkbox.tv/thethinkboxes

ADIDAS - ORIGINALS CELEBRATE ORIGINALITY

As the centrepiece of a global campaign to celebrate the 60th anniversary of its three stripes mark, while also promoting its retro Originals range, Adidas created a house party with stars including David Beckham, Katy Perry, Method Man, Missy Elliott and the Ting Tings.

A two-minute version of the ad, which carries the strapline "celebrate originality," features on the Adidas Originals website while 60-second and 30-second versions have been edited for television. It is also supported by print, retail and experiential media. Created by the Montreal-based agency Sid Lee, it shows the stars and supporting cast dancing to a remix of Frankie Valli & The Four Seasons' Beggin' by DJ Pilooski while wearing Adidas Originals shoes, shirts, jeans and jackets.

This is the first time Adidas has created a TV ad for its Originals brand, which uses the famous Trefoil logo.

Creative agency: Sid Lee

Creative team: Sid Lee

Client: Tom Ramsden

Production companies: Partizan, Los Angeles; Radke Film Group

Director: Nima Nourizadeh

CADBURY'S - DAIRY MILK EYEBROWS

How could Fallon ever hope to live up to the triumph of the "gorilla" ad created for Cadbury's Dairy Milk back in 2007? Well, we know the answer now - easily, as it turns out.

The film features two children about to pose for a photo, when the photographer becomes distracted by a phone call, leaving the two children on their own. The background music - Don't Stop The Rock by Freestyle - starts when the boy presses a button on his watch, which in turn cues the dancing eyebrows of both children.

The strategy was simple: make the audience feel as good when they see the film as they do when they eat the chocolate. And again the client has plumped bravely for an oblique strategy - until the end, when the brand is name-checked, the only reference to Cadbury is the purple colour of the girl's clothing.

Creative agency: Fallon

Creative team: Rich Flintham

Client: Lee Rolston

Production company: MJZ London

Director: Tom Kuntz

DEPARTMENT FOR TRANSPORT - LIVE WITH IT

Previous anti-speeding communications have tended to focus on the consequences to the victim - which are, after all, the most brutal of the physical consequences of speeding. But the brief here was to find a new way to jolt people out of their complacent attitude towards speeding in a 30mph zone - and the response is a film dramatising the impact it may have on the driver.

It illustrates the proposition that if you kill someone while speeding, the emotional consequences will be so all-pervading that your own life won't be worth living. So in this hard-hitting spot, which is part of the Department for Transport's "think" campaign, a man whose speeding has killed a child is unable to get on with his daily life without being constantly reminded of what he has done - wherever he goes, he imagines he can see the corpse of his victim.

Creative agency: Abbott Mead Vickers BBDO

Creative team: Mike Bond, Bern Hunter, Phil Martin, Brian Campbell

Client: Camilla Wilkinson

Production company: Rattling Stick

Director: Andy McLeod

LURPAK - SATURDAY IS BREAKFAST DAY

This lyrical film from Lurpak, featuring a Rutger Hauer voiceover, intersperses shots of people having a lie-in with images of the perfect breakfast being made - and it is sumptuously shot, notably in the close-ups of a breakfast menu that includes fresh coffee, handmade pancakes, perfectly boiled eggs and hot toast, spread with Lurpak.

The soundtrack is wonderfully well-crafted too, with the silence of the sleepers contrasted with the loud clarity of coffee beans being ground, the gloop of a toast finger as it's dipped into a boiled egg, the sizzle of butter melting in a frying pan and the crunch of cut toast.

By demonstrating that you can work wonders if you take your time over good quality, simple ingredients, the campaign sets out to inspire people to make the most of their Saturday morning and cook up a homemade feast.

Creative agency: Wieden & Kennedy

Creative team: Peter Gatley, Noe Kuremoto

Client: Jessica Hardcastle

Production company: HLA

Director: Simon Rattigan

ORANGE - ORANGE WEDNESDAYS

Shot in a documentary style, this ad features the Wicked Witch of the West character from The Wizard of Oz, who has managed to find a friend, Vicky, through their shared passion for the cinema.

It aims to show that even for "baddies", film is better enjoyed with friends and it follows the witch and Vicky going to the cinema and taking advantage of Orange Wednesdays - where the witch's big pointed hat proves to be an unusual obstruction for others trying to see the film. The pair also take part in other activities, from messing about in a park to playing arcade games.

The brief on this campaign was to remind people to use the Orange Wednesdays two-for-one cinema ticket offer - as films really are better with friends - while also dovetailing with the client's broader "I am who I am" strategy.

Creative agency: Fallon

Creative team: Rich Flintham, Tony McTear, Lawrence Seftel, Dave Day

Client: Justin Billingsley

Production company: Hungry Man

Director: Hank Perlman

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