PLAYSTATION - WAR, DUEL - SOUTH AFRICA
Project: War, duel
Brief: Play forever
Creative agency: TBWAHunt Lascaris
Writer: Paul Warner
Art director: Paul Warner
Media agency: TBWAHunt Lascaris
Media planner: Eve Pennington
Production company: Velocity Films/South Africa
Director: Keith Rose
Editor: Willie Saayman, City Cuts
Post-production: The Refinery
Exposure: National TV in the US
THE LOWDOWN The South African agency TBWAHunt Lascaris is behind a new US brand campaign for Sony PlayStation that aims to show how real and immersive the games platform is.
"War" and "duel" both feature the deaths of their central characters. In the first, a soldier is mown down by enemy fire as he attempts to make it to his helicopter, while in the second, a man is killed in a samurai duel. Both spots end with the protagonists' spirits rising out of their bodies and morphing into PlayStation players, shocked by the experience of their deaths.
Sony PlayStation currently has a 56 per cent market share in the US; its nearest rival, Microsoft Xbox, owns 25 per cent, while Nintendo GameCube takes the remaining 19 per cent.
LE BARRAN - CHICKEN - FRANCE
Project: Le Barran Chicken
Client: Benoit Dubroca, account manager, Le Barran
Brief: Renew the communication while keeping the Le Barran saga's
specific codes that made it successful
Creative agency: DDB Paris
Writer: Sebastien Pierre
Art director: Jerome Langlade
Media agency: OMD
Media planner: Olivier Lagoutte
Production company: LDM
Directors: Jerome & Seb
Post-production: Chez Louis
Audio post-production: Studio 5
Exposure: National TV, internet
The French poultry brand Le Barran is being promoted with a TV campaign created by DDB Paris that aims to prove that consumers can always trust a chicken raised in the open air.
The campaign features various scenarios where people show their trust for a giant chicken.
In one ad, called "diamant", a jeweller leaves the room to answer a phone call, leaving a priceless set of diamonds in the chicken's care. A second, "chemise", sees a man in a clothes shop unable to decide which shirt to buy. He ends up copying the chicken's choice. The ads ends with a line that translates as: "Le Barran: it's the chicken you can trust."
PFIZER - VIAGRA - CANADA
Client: Wayne Havlena, product manager, Pfizer Canada
Brief: Showcase Viagra users as happy, vital and satisfied customers
Creative agency: Taxi
Writer: Irfan Khan
Art director: Ron Smrczek
Planner: Maxine Thomas
Media agency: TMC Montreal
Media planner: n/s
Production company: Partners Film Co.
Director: Joachim Back
Editor: Mick Griffin, Flashcut
Audio post-production: The Eggplant
Exposure: National TV
A campaign from the Canadian agency Taxi for Pfizer's erectile dysfunction cure, Viagra, places the iconic blue pill centre-stage. A series of men describe exactly what they have been doing, or intend to do, after taking a tablet.
In one spot, a football coach is quizzed by a pack of journalists about his plans now that he has retired. As he launches into a a run-down of his X-rated agenda, viewers' blushes are spared by a long bleep and the placement of a large Viagra pill over the coach's mouth, presumably to prevent lip-reading.
Viagra has an 85 per cent share of the North American ED market, but 20 per cent of new prescriptions are for the rival products Levitra and Cialis.
HOLIDAY INN EXPRESS - STAY SMART - US
Project: Stay smart
Clients: Jennifer Zeigler, vice-president Express marketing; Verchele
Mills, director of marketing, Holiday Inn Express
Brief: Show how Holiday Inn Express makes guests feel smart about their
Creative agency: Fallon Minneapolis
Writer: Ryan Peck
Art director: Scott O'Leary
Media agency: Fallon Minneapolis
Media planners: Lisa Poerio, Lindsey Wallrapp
Production company: Moxie Pictures
Director: Martin Grainger
Editor: Andre Betz, Bug Edit
Exposure: National TV
A new TV campaign for Holiday Inn Express aims to make guests feel good about their choice of hotel room.
Three spots feature ordinary people in situations that allow them to show off their newly aquired skills after a night at a Holiday Inn Express.
One ad,"rodeo", stars a man giving advice to a nervous bull-rider. This puts the bull-rider at ease until he realises the man is dressed not as a rodeo clown, but as a clown for a children's birthday party. The ads end with the would-be experts explaining to their bemused audiences "... no, but I did stay at a Holiday Inn Express last night".
Holiday Inn's parent company, InterContinental Hotels, announced a 13 per cent increase in operating profits from $262 million to $296 million for 2004.