The Work: New Campaigns - The World

REXONA - GHOST TRAIN - LATIN AMERICA Project: Ghost train Clients: Pablo Gazzera, Alejandro Helou, Fernando Laratro, marketing directors, Unilever Argentina Brief: Promote Rexona's range for teens with its unquestionable protection Creative agency: Vega Olmos Ponce Writer: Analina Rios Art director: Ricardo Armentano Planner: Diego Luque Media agency: Initiative Media Media planner: Patricio Busso Production companies: Gorgeous, Pioneer Productions Director: Peter Thwaites Editors: Neil Smith, Eliane Katz Post-production: Cinecolor Audio post-production: Swing Audio Post Exposure: TV across Latin America


To demonstrate the effectiveness of Rexona's deodorant for teenagers, Vega Olmos Ponce has created a new strapline: "We know what makes you sweat." The line will will be used across a number of TV commercials.

The first execution is based around a group of teenage girls on a ghost train.

However, instead of a feeble selection of poorly constructed skeletons and less-than-scary loud noises, the attraction features aspects of everyday life that fill teenagers with dread.

The ad begins with a model of a nerdy father telling the girls he will pick them up at nine o'clock, which makes them scream. The girls then pass numerous other abominations, including an annoying grandmother who wants a kiss and a freaky child on a tricycle who says: "I learned how to read ... your e-mails." He then starts laughing maniacally. The ad ends with the strapline.

BMW - ROOTS - SPAIN Project: Roots Client: Hans De Visser, marketing director, BMW Brief: Aim the BMW 1 Series at a younger audience Creative agency: SCPF Writer: Allan Batievsky Art director: Ainhoa Nagore Planner: n/s Media agency: Carat Media planner: Cesar Recalde Production company: Garlic Films Director: Marcelo Burgos Editor: Pablo Plant Post-production: Serena Digital Exposure: National TV


The Spanish advertising agency SCPF has developed a campaign to promote the BMW 1 Series that targets a 24- to 30-year-old audience.

The 30-second black-and-white TV spot aims to portray how success at a young age comes with a price tag.

The ad opens on a man sitting in his luxurious house. Tree roots begin to grow out of his hands, attaching him to his armchair, illustrating that although he lives in luxury, he stays in too much and doesn't seem to enjoy life.

At work, the man is his boss' favourite, but he ends up working late. Again, tree roots begin sprouting from his feet, binding him to the floor.

The spot closes on a shot of the BMW driving along an open road, demonstrating that, with this car, it is possible to liberate yourself from the things and people that tie you down. The endline reads: "Love to drive."

MCDONALD'S - DAYDREAM - AUSTRALIA Project: Daydream Client: Dion Workman, director of marketing, McDonald's Australia Brief: Communicate that Deli Choices rolls are made fresh after they are ordered Creative agency: Leo Burnett Sydney Writer: Trent Christie Art director: Tim Bishop Planner: Todd Sampson Media agencies: OMD, Universal McCann Media planners: Steve Sinha, Julie Grant Production company: Babyfoot Productions Director: Michael Gracey Editor: Corey Brown Post-production: Post Modern Exposure: National TV


McDonald's in Australia has introduced a range of made-to-order Deli sandwiches in its stores.

Backing the launch is a 30-second spot that highlights the fact that you have time to kill while waiting for a Deli sandwich to be prepared.

The ad begins with a woman being pursued down a street by a huge animated lettuce. The street is paved with cartoon tomato slices and lined with buildings constructed from sandwich ingredients.

As she hides in a vegetable alleyway, the lettuce finds her and moves in for the kill. Just as she is about to be consumed, a voice interrupts her daydream to tell her that her meal is ready. A voiceover says: "Daydreaming is a great way to spend the time waiting for your Deli sandwich to be freshly prepared."

WASHINGTON MUTUAL - FREE CHECKING ACCOUNT LAUNCH - US Project: Free checking account launch Clients: Genevieve Smith, chief marketing officer; Chris Matthews, senior vice-president, brand and advertising, Washington Mutual Brief: Launch the WaMu free checking account Creative agency: Leo Burnett USA Writer: Clark Edwards Art director: Nicholas Pringle Planner: Mick McCabe Media agency: Starcom Media planner: Kim Yates Production company: Moxie Pictures Director: Martin Granger Editors: David Brixton, John Smith, Mathew Wood Post-production: The Whitehouse Exposure: National TV, print


Leo Burnett USA has developed a TV campaign for the bank Washington Mutual that pokes fun at old-fashioned bankers. The ad promotes the WaMu free checking account and the range of benefits it offers, including free ATM cash withdrawals, a free overdraft and cashback when using debit cards.

The 30-second spot opens on the character "Mr Stodgy Banker", who is smoking a cigar and drinking a glass of Champagne. Referring to the WaMu account, he asks: "Exactly how does that help the rich get richer?"

He and a group of dismayed, pinstriped bankers, who all smoke cigars and drink Champagne, are then unfavourably contrasted with Washington Mutual's consumer-friendly banking service.

The TV ad is backed by print and online work.

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