The Work: New Campaigns - The World

HALL'S SOOTHERS - WOLF-BOY - US Project: Wolf-boy Client: Hall's Soothers Brief: n/s Creative agency: JWT New York Writers: Richie Glickman, Jori Robin Art director: Joe Mongognia Media agency: MindShare Production company: RSA Director: Laurence Dunmore Editor: Chuck Willis, Cut & Run Post-production: The Mill Audio post-production: Tom Jucarone, Sound Lounge Sound design: Andy Newell, Ripe Sound Exposure: National TV


Hall's Soothers in the US is embarking on a major marketing push and, to promote this, JWT New York has created a TV ad called "wolf-boy".

The 30-second spot is based on the classic fairytale The Three Little Pigs.

The spot opens on a family of slobs who all have an unusual amount of body hair, pink skin and strange piggy noses. One of the pigs asks: "Is he still out there?"

The porcine family then stand jeering at a wheezing wolf-boy outside who seems unable to catch his breath.

Annoyed at being the butt of the joke, the wolf-boy reaches into his bum bag and pops a Hall's Soother into his mouth, allowing him to take a really deep breath.

The spot closes on the terrified family and the strapline: "Big breath. Hall's, with vapour action."

MASTERFOODS - FINNISH - AUSTRALIA Project: Finnish Client: Nick Whitcombe, marketing director, Masterfoods Brief: Launch the new range of finishing sauces from Masterfoods Creative agency: Clemenger BBDO Sydney Writer: Gary Dawson Art director: Paul Sharp Planner: Nicky Cronk Media agency: Starcom Production company: Goodoil Director: Hamish Rothwell Post-production: Emerald City Audio post-production: Song Zu Exposure: Australian national TV


Masterfoods is launching a range of "pour on" sauces, called Finishing Sauces. In a $3 million campaign, Clemenger BBDO Sydney has created a 30-second TV ad based on a Finnish couple who have moved to Australia.

In a voiceover, the male Fin bemoans the fact that there is nothing Finnish in the country, until his wife (in full Finnish dress) skips up the side of a hill carrying a sachet of sauce to the shed that her husband is working in.

Using her thumb, she hides the "ing" from the word Finishing and playfully tricks her husband, who laughs at the joke. At a dinner party he tells his guests of the jape, but they do not share the couple's amusement. "It must be Finnish humour," the voiceover says.

RENAULT - HECTOR - FRANCE Project: Hector Client: Lapo Brogi, advertising manager for France, Renault Brief: Promote the Renault Espace and rework the "luxury = space" equation with a more psychological exploration of the benefits of space Creative agency: Publicis Conseil, Paris Writer: Thierry Lebec Art director: Benedicte Potel Planners: Marie-Pierre Benitah, Sandrine Bissoulet, Aurore Duhamel Media agency: Carat, Paris Photographer: Marc Gouby Photographer's agency: Maureen Sale, Paris Retouching company: La Retoucherie Exposure: French press


This print work is a continuation of a campaign that launched at the end of 2004. The original work featured a 30-second TV spot using a comic-book character called Hector, who makes a return in this set of ads.

The tiny man, despite having vital statistics of 5cm tall by 1cm wide, is constantly trying to escape from his boxed-in confines and get out into the open spaces of the big world.

Each execution shows a scene, from a park bench to a toilet seat, where someone is reading a newspaper, with a Hector cartoon on the back. As the person reads, Hector leaps out of his boxed-in confines and makes a dash for freedom. All the work carries the strapline: "Isn't space the ultimate luxury?"

Hector will appear in the French press for the remainder of the year.

TOYOTA - YARIS - AUSTRALIA Project: Yaris Client: Toyota Australia Brief: Launch the Toyota Yaris Creative agency: Saatchi & Saatchi Sydney Writers: Jay Benjamin, Jason Mendes Art directors: Andy Dilallo, Steve Carlin Media agency: In-house Production company: Qube Konstruckt Director: Adam Gardiner Editor: Drew Downes Post-production: Post Modern Audio post-production: Nylon Exposure: n/s


Toyota's idents for the launch of its Yaris marque take the bold move of not featuring the car. Instead, in its place, is a 3D model of the word Yaris.

Created by Saatchi & Saatchi Sydney, the 15-second spots highlight different features of the car and are designed to drive awareness of the new brand name.

One spot, called "clever braking", shows the Yaris word speeding down a wet road and braking effectively to avoid a dog. Another, "clever safety", shows the word crashing and air bags blowing up to protect it.

The idents also aim to get customers to visit the Yaris website,

The Yaris launches in Australia in November.

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