The Work: New Campaigns - The World

TBS - DEPARTMENT OF HUMOR ANALYSIS - US Project: Department of Humor Analysis Client: n/s Brief: Promote TBS's new comedy schedule Creative agency: Mother, New York Writer: Mother Art director: Mother Planner: Mother Media agency: TBS Media planner: Mother Production company: Thomas Thomas Films Director: Kevin Thomas Editor: Mike Douglas, Cut & Run, New York Post-production: Cut & Run, New York Audio post-production: Audio Engine Exposure: National cinema

THE LOWDOWN

The former Monty Python star John Cleese fronts a three-minute ad for the American cable channel TBS promoting its latest line-up of comedy programmes, including hit shows such as Seinfeld and Family Guy.

The ad is based around the channel's fictional Department of Humor Analysis, of which Cleese is the head.

As he walks the viewers around the department, he presents some of the experiments his staff are carrying out, such as "which is funnier, a mime pretending to be in an airtight glass case, or a mime in an actual airtight glass case?" and "where is the funniest place to hit a man with a ball - in the head, or in the groin?" Both experiments are carried out, so the audience get to see a man in just his pants being hit in the head, and then the groin, with a tennis ball.

There are numerous other areas to the comedy department, such as the highbrow and lowbrow comedy team, who share a desk. The ad shows the lowbrow man asking the highbrow woman to pull his finger.

Mother has also created a website, www.tbshumorstudy.com, where viewers can log their own comments on what they think is funny.

PILSNER URQUELL - TORCH - CZECH REPUBLIC Project: Torch Client: Plzensky Prazdroj, marketing director, SABMiller Brief: Support the premium brand image by sponsoring the Czech Olympic team Creative agency: Leo Burnett Prague Writers: Vera Cesenkova, Richard Kolbe Art director: Jiri Langpaul Planner: Martina Brizova Media agency: Universal McCann Production company: Partnership Pictures Director: Rogier Van Der Ploeg Editor: Filip Malasek, Robota Post-production: UPP Audio post-production: Soundsquare Music composer: Pavel Rejholec Exposure: National TV, print, internet

THE LOWDOWN

A beer-wielding punter who resembles an Olympic torchbearer is the star of a campaign for SABMiller's Pilsner Urquell brand.

The TV ad, created by Leo Burnett's Czech office, is designed to raise awareness of the beer's sponsorship of the Czech Olympic team.

The 30-second spot features a man at a crowded bar raising his pint above his head to avoid spilling it on the way back to his seat. As he lifts the drink, the crowds around him part and, mesmerised, everyone watches him walk to his seat. He then tries to put the drink down but is forced to raise it again when the crowd protests.

PRODUCTEURS DE LAIT DU QUEBEC - LOST ANIMALS - CANADA Project: In search of lost animals Client: Nicole Dube, marketing director, La Federation des Producteurs de Lait du Quebec Brief: Launch La Federation des Producteurs de Lait du Quebec chocolate milk Creative agency: BBDO Montreal Writers: Laurent Prud'homme, Marie-Christine Cote Art director: Marie-Christine Cote Planner: Lyne Clermont Media agency: n/s Media planner: Katia Rassi Production company: Cinelande Director: Guillaume de Fontenay Editor: Jean-Francois Talbot Post-production: Fly Studio Audio post-production: Audio Z Exposure: National TV, posters, online

THE LOWDOWN

Chocolate characters who suffer slow, horrible deaths by blending or melting are the focus of the launch campaign by BBDO Montreal for La Federation des Producteurs de Lait du Quebec chocolate milk.

Designed to attract teenagers, the dark TV ads suggest how the new chocolate milk is made.

One execution features a chocolate bear who is plucked from a cage and put into a bowl of milk. As a French lullaby plays in the background, the bear is put into a microwave, where he slowly melts and eventually explodes. The chocolate milk is then poured into cartons.

Posters will challenge people to find the chocolate animals before they are made into milk and online activity allows users to make their own chocolate milk with a selection of characters.

CANAL+ - MARCH OF THE EMPERORS - FRANCE Project: March of the emperors Client: Laurent de Camas, head of marketing services, Canal+ Brief: Emphasise the channel's passion for cinema Creative agency: BETC Euro RSCG Writers: Pierre Riess, Luc Rouzier Art directors: Romain Guillon, Eric Astorgue Media agency: Media Planning Group Media planners: Anne Archimbaud, Julien Boyer Production company: radical.media Director: Glue Society Exposure: National TV, cinema

THE LOWDOWN

BETC Euro RSCG's recent work for the TV channel Canal+ is designed to highlight not just how important films are to the channel's schedule (50 per cent of screen time is devoted to movies), but also how a film needs to be seen to be understood.

In this 30-second spot, which is based around a breakdown in communication between two people, a man tells a woman that he saw the film The March of the Penguins, which is about the trials that emperor penguins face in the Antarctic. The scene cuts to the woman's imagination and, instead of penguins, she imagines an army of Napoleon Bonapartes walking across the snow and being eaten by a seal.