RENAULT - THE DUDE - FRANCE
Project: The dude
Clients: Lapo Brogi, advertising manager for France, Renault Modus;
Elisa Kovalenko, advertising executive for France, Renault Modus
Brief: Continue building Renault Modus' positioning: a nice and
welcoming small MPV for people who don't take themselves and their cars
Creative agency: Publicis Conseil, Paris
Writer: Vincent Pedrocchi
Art director: Xavier Beauregard
Planners: Christophe Fillatre, Sandrine Bissoulet, Sacha Lacroix
Media agency: Carat
Production company: Les Telecreateurs, Paris
Director: Lisa Rubisch
Editor: WAM, Paris
Post-production: Alain Leborgne, WAM, Paris
Audio post-production: Boris Nicou, WAM, Paris
Exposure: National TV, cinema
THE LOWDOWN Renault is looking to capitalise on an encouraging recent performance in its native France, by launching a new commercial for its Modus MPV.
The execution, which was produced by the Paris-based Publicis Conseil, was filmed in Los Angeles. It explores a fantasy scenario in which a Modus-owner leaves the door of his car open overnight. A passing skateboarder can't resist taking it for a spin, but she too leaves the door open and loses the car to a crowd of youths. This situation is repeated several times until the car is finally returned to its original owner the following morning.
Renault is hoping that the open-door theme will convince viewers that the Modus is designed for free spirits. Recent figures from the French association of car makers, CCFA, reveal that Renault sold 66,653 cars in France in April, up 11.3 per cent year on year.
X-FACTOR GATORADE - ALPHABET - CANADA
Clients: Derek Estabrook, director; Jeff Jackett, marketing manager,
Brief: Showcase the grit, and will to win inside the everyday athlete
Creative agency: Downtown Partners
Writer: Mark Fitzgerald
Art director: Linda Carte
Planner: Strategic planning is done by the account team
Media agency: OMD, Toronto, Ontario
Production company: Blink Pictures
Director: Tony Kaye
Editing house: Panic & Bob, Toronto
Editor: Michelle Czukar
Post-production: Panic & Bob, Toronto
Audio post-production: Vapor
Exposure: National TV
The soft-drinks company Pepsi-QTG has drafted in the commercials director Tony Kaye to help promote its X-Factor Gatorade line. The result is an extremely stylised 60-second film from the Canadian agency Downtown Partners, which comprises 24 scenes, each representing a letter of the alphabet from A to X.
Each piece of footage depicts a sports scene in which the outline of a letter can be seen. For example, in one clip, the stitches on an athlete's face take the shape of a C - in another, an ice hockey net is made to look like a B when viewed from above. The ad ends when it reaches X, with the tagline: "The X-Factor. Is it in you?"
CANON DIRECT PRINT - TOGETHER - THE NETHERLANDS
Client: Tobias Engel, consumer communications manager, Canon Europa NV
Brief: Present direct printing as the answer to people's photo printing
needs. It allows you to create "real" photos easily
Creative agency: Cayenne Communications
Creative director: David Moore
Writer: Paul Fraser
Art director: Paul Best
Planner: Gareth Evans
Media agency: Mediaedge: cia
Media planner: Angus Bannerman
Media spend: EUR6,500,000
Production company: RSA Films
Director: Mark Nunneley
Producer: Cindy Burnay
Online editor: Mark Nunneley
Offline editor: Condor Amsterdam
Post-production: Condor Amsterdam
Audio post-production: FC Walvisch
Exposure: Pan-European, Middle-Eastern, Russian and South African TV,
French and Belgian cinema
Despite the enduring popularity of digital cameras, one of their most unsatisfactory characteristics is the inability of the LCD screen to show pictures effectively to an audience of more than one person.
This frustration has been the inspiration behind a pan-European TV campaign from Cayenne Amsterdam for Canon's Direct Print printing technology.
The Canon Direct Print technology comprises a relatively simple piece of portable printing kit that plugs directly into the camera. The manufacturers claim that it produces prints similar to those from printing labs.
The campaign follows a series of vignettes of people leaning in closer to get a better look at a print from a Canon Direct Print printer.
To emphasise how simple it is to combine a digital camera with one of the printers, as well as to show how using photo print technology is a more communal experience than viewing photos on the LCD screen, it uses the endline: "Bring them together."
The TV campaign, planned by Mediaedge: cia, is supported by print and online activity.
US ARMY - TWO THINGS - US
Project: Two things
Client: Colonel Thomas Nickerson, director of strategic outreach, US
Brief: Communicate the value of becoming a soldier to parents of
Creative agencies: Leo Burnett USA, Muse USA, Cartel Creativo
Writer: Gary Doyle
Art director: Larry Zuger
Production company: Gartner
Director: Ray Dillman
Exposure: National TV
The US Army is continuing its aggressive recruitment strategy with a new series of ads aimed at the parents of future volunteers. The four ads, produced by Leo Burnett and its fellow roster agencies Muse USA and Cartel Creativo, spell out what the Army can offer future soldiers, ie. money for college and job training.
The US Army is renowned for its bullish approach to recruitment, combining media with field marketing. In February, president George Bush requested $419.3 billion from Congress to fund the Department of Defense in 2006, a 5 per cent year-on-year increase.