The Work: New Campaigns - World

NIKE - REINCARNATE - AUSTRALIA Project: Reincarnate Client: Ed Elworthy, advertising manager, Nike Pacific Brief: Realise your full potential with Nike Free Creative agency: Publicis Mojo, Melbourne Writers: Steven Jackson, Toby Moore, Darren Spiller Art directors: Selena McKenzie, Christy Peacock, Jason Williams Planner: Tania Farrelly Producer: Corey Esse Media agency: Mitchells Media planner: n/s Production company: Revolver Films Director: Steve Rogers Exposure: National and regional TV, press, outdoor, direct mail

Publicis Mojo in Melbourne has developed a through-the-line campaign for the Nike One trainer that breaks from traditional Nike advertising and challenges athletes of all levels to leave their old selves behind.

Called "reincarnate", the 90-second commercial is based on the idea that athletes of all levels battle with an inner conflict.

The TV spot features a man running through a bleak landscape. He grinds to a halt and starts an argument with himself over whether he can continue or not. Eventually his "old" self becomes defensive and venomous, the new self, defiant and confident as he sprints off into the distance. The spot closes with the line: "Leave your old self behind. Reincarnate now."

It is supported with a press and direct marketing campaign that uses the line "run yourself ugly" to reinforce the idea that exercise can change a person mentally and physically.

Nike posted $12 billion in revenue for 2004, a 15 per cent increase year on year.

LEVI'S - GOING AWAY GIFT - US Project: Going away gift Client: Linda Aletto, vice-president, brand consumer marketing, Levi's Brief: Dramatise the special bond people have with their favourite pair of Levi's Creative agency: Bartle Bogle Hegarty New York Writer: Peter Rosch Art director: John Hobbs Planner: Liana Bryant TV producer: Jill Andresevic Media agency: Bartle Bogle Hegarty New York Media planner: Meagan Thron Production company: Kleinman Productions Director: Danny Kleinman Exposure: National TV

Bartle Bogle Hegarty New York has turned to Danny Kleinman for the latest ode to brand obsession for Levi's 501 jeans. Reminiscent of the iconic Levi's ads from the 80s, "going away gift" is set to the Faith No More cover of the Commodores' ballad Easy.

The spot features a man in his workshop roughing up a pair of jeans. He cuts into them, scuffs them up, stains them and badly patches some of the holes. At the end of the ad, it is revealed that he is trying to make the roughed-up jeans look like his own well-worn 501s. He then gives these imitation worn-in jeans to his girlfriend as a goodbye gift, saving the originals for himself.

DIET COKE - LOFT - US Project: Loft Client: Susan McDermott, public relations, Coke Brief: n/s Creative agency: FCB New York Writer: Gary Resch Art director: Scott Cirlin Planner: Pele Cortizo Burgess TV producer: Kelly Fagan Media agency: MediaVest Media planner: Kate Ford Production company: DNA, Los Angeles Director: Francis Lawrence Editor: Charlie Johnston, Lost Planet Post-production: DNA, Los Angeles Audio post-production: Sound Lounge Exposure: National TV

The bubbles are back in a new Diet Coke TV spot from FCB New York that attempts to woo more male drinkers.

In the 30-second ad, a man takes a sip of Diet Coke and, aided by a trail of bubbles, dances around his loft apartment, bounces off his bed and slides effortlessly into his shoes.

The ad echoes previous TV work for the brand starring the actors Adrien Brody and Kate Beckinsale. The tagline remains: "It's a Diet Coke thing."

Coca-Cola's profits reached $4.8 billion in 2004, up from $4.35 billion in 2003.

ALJAWAL - MMS CAMPAIGN - SAUDI ARABIA Project: MMS campaign Client: Jameel Al Molhem, marketing general manager, Aljawal Brief: Promote the Aljawal multimedia messaging service to customers Creative agency: Targets Leo Burnett Riyadh Writers: Mohammed Al Sharyoufi, Mohammed Abu Abdo Art director: Michel Sarkis Planner: Ramzy Abouezzeddine TV producer: Peter Thompson Media agency: Starcom Mediavest Media planners: Omar Koleilat, Ramzy Mouakasa Production company: ABL Productions Director: Babis Makridis Editor: Kenan and Halkiadakis, Cinepost Post-production: Cinepost Audio post-production: Oxyzed Exposure: National TV

Targets Leo Burnett Riyadh has created an integrated campaign for Aljawal, a division of Saudi Telecom, to launch the first multimedia messaging service in Saudi Arabia.

The TV ad in the campaign focuses on twin brothers - one a quiet intellectual, the other a brash lad, and builds a series of mistaken identity stories around them.

In one spot, the Saudi footballer Youssef Al Thounayan is pestered in a restaurant for a photo and video-clip of himself with the louder brother. When the quieter sibling approaches him for a simple handshake, he is mistaken for his twin and thrown out of the restaurant.

With around ten million customers, Aljawal is the largest mobile operator in the Arab world and has a 95 per cent geographical coverage in Saudi Arabia.