The Work: New Campaigns - The World

NIKE WOMEN - TELL ME I'M NOT AN ATHLETE - EMEA Project: Tell me I'm not an athlete Clients: Paolo Tubito, Pablo Zea, marketing directors, Nike Brief: Say to women, get up and show the world what you've got Creative agency: Wieden & Kennedy Amsterdam Writers: Sue Anderson, John Cross Art director: Rene Kugelmann Planner: n/s Media agency: MindShare Media planner: Mel Shannahan Production company: RSA, London Director: Dawn Shadforth Editor: Richard Orrick, The Whitehouse Post-production: The Mill Audio post-production: Grand Central Exposure: TV in Europe, the Middle East and Africa

THE LOWDOWN

Nike Women's latest ad campaign for its female apparel has moved away from established sports and their big-name stars in favour of focusing on the up-and-coming sporting pastime of fitness dance.

In three separate executions, a number of fitness dancers show off their moves while their voiceovers tell how they are not recognised as real sports stars, don't have adoring fans and will never perform in front of packed stadia or make it on to the covers of magazines.

However, they go on to say, the training schedules, fitness levels and hard work required to create and perform their routines make them as much of an athlete as any other sportsperson.

CAREERBUILD.COM - I UNDERSTAND, CELEBRATION - US Project: I understand, celebration Client: n/s Brief: Show the ease with which a new career can be found using Careerbuild.com Creative agency: Cramer-Krasselt Writer: Bill Dow Art director: Justin Bucktrout Planner: Barb Werner Media agency: Cramer-Krasselt Media planner: Bill Blaha Production company: Hungry Man Director: Bryan Buckley Editor: Jay Herda Post-production: Mad River Post Audio post-production: Crescendo Exposure: National TV

THE LOWDOWN

Careerbuild.com, a recruitment website in the US, has launched a campaign attempting to convince people that they don't have to put up with their jobs if they work with a bunch of apes and jackasses.

"Celebration" starts with an office full of chimpanzees partying to the Slade classic Cum on Feel the Noize.

The only human worker walks into the office, turns off the music and informs the monkeys that sales forecasts are down. They ignore him, turn the music back on and force him to join in the dancing.

In the second ad, he explains to a contact over the phone that the background noise is coming from the monkeys he works with. The scene cuts to another office, where a woman, who is surrounded by donkeys, says: "I understand - I work with a group of jackasses."

WRIGLEY'S EXTRA - KEEP ON SMILING - AUSTRALASIA Project: Keep on smiling Client: Hamish Thomson, regional marketing director Brief: A little Extra gives you more confidence to smile Creative agency: DDB Sydney Writers: Garry Horner, Peter Ogden Art directors: Garry Horner, Peter Ogden Planner: Paul Warwick Media agency: OMD Media planners: Nick Andrews, Jenny Walker Production company: The Sweet Shop Director: Kezia Barnett Editor: Adam Hussey Post-production: Digi Post NZ Audio post-production: Speed of Sound Exposure: National TV

THE LOWDOWN

The latest Wrigley's Extra ads from DDB Sydney encourage people to show off their smiles, regardless of their gender, age or circumstance.

The idea behind the £4.4 million campaign is that eating chewing gum keeps teeth clean and healthy enough to show off at every possible occasion.

The ad shows people flashing their pearly whites and affecting the people around them.

The ad starts with a bride walking down the aisle, grinning, as her mum cries behind her. The voiceover says: "Sometimes a smile can make you cry." We then see shots including a woman trying to hide her smile behind a fan and an old woman smiling at the memory of her husband. The spot ends with a girl on a sports team smiling at a boy she likes, only to realise that she has a gum shield in. The voiceover says: "You shouldn't hide your smile."

PEPSI - SPONTANEOUS COMBUSTION - US Project: Spontaneous combustion Client: n/s Brief: Highlight the fun that comes with drinking Pepsi Creative agency: BBDO New York Writer: Bill Bruce Art director: Bill Bruce Media agency: OMD Media planner: Gail Stein Production company: n/s Director: n/s Editor: John Murray Post-production: Nomad Audio post-production: Nomad Exposure: National TV

THE LOWDOWN

The latest Pepsi ad in the US eschews the use of celebrities and tries to show the energising and joyful effects of drinking Pepsi.

In the execution, Jimmy Fallon, an average male, walks out of a shop and takes a drink of Pepsi. As he does so, cheesy house music starts to play and he finds his body is taken over by the urge to dance like an idiot.

As he prances down the street to tasteless Euro-trance he notices the actress Parker Posey on the other side of the road, doing exactly the same. They travel by a series of cheesy dance moves and over-the-top Matrix-esque wire-aided tricks to meet on top of a New York taxi. They continue their ridiculous dance until Fallon throws Posey into the air and she doesn't come down again.