The Work: New Campaigns - The World

TOYOTA - THROW IT IN THE TUNDRA - US Project: Throw it in the Tundra Client: n/s Brief: Launch the full-sized pick-up version of the Tundra Creative agency: Saatchi & Saatchi Los Angeles Writer: Deb Smith Art director: Kevin Murphy Planner: Ginny Kollewe Media agency: ZenithOptimedia Media planners: Robin Lee, Darrell Halcon Production company: Partizan Director: Olivier Gondry Editor: Michael Hackett Post-production: A52 Exposure: TV in US heartland region


Toyota is upping the ante in its battle against domination of the US pick-up truck market by Ford, General Motors and Chrysler with new TV advertising for its Tundra model.

Launched at the Chicago Motor Show in February, the new version of the Tundra is intended to extend Toyota's position in an aggressive market sector in which customer loyalties run deep.

Saatchi & Saatchi in Los Angeles drafted in Partizan's Olivier Gondry to direct the complex 30-second spot, which recreates various intense weather conditions to demonstrate the Tundra's durability.

The film shows a single shot of a Tundra parked outside a barn as two men load it with bales of hay, tools and other supplies. The men begin their work in short sleeves on a sunny day. But the weather quickly turns wet and their attire turns into rain gear. While the men continue working, their clothes change to match the weather.

ELECTROLUX - FROST FREE - EUROPE Project: Frost free Client: Ingrid Belmans, European brand and marketing director, Electrolux Brief: Communicate the benefits of a frost-free fridge in the new worldwide "thinking of you" campaign Creative agency: Lowe Brindfors Writer: Steve Hanratty Art director: Magnus Wretblad Planner: n/s Media agency: ZenithOptimedia Media planner: n/s Production company: Godman Director: Albert Post-production: Framestore CFC Exposure: TV in Scandinavia and Eastern Europe


Electrolux is extending its "thinking of you" advertising with a TV campaign that explains how its products improve everyday life. The campaign will run in 23 European countries.

Stockholm's Lowe Brindfors has created a TV commercial for the campaign that showcases the Electrolux frost-free freezer.The ad shows what life would be like if people had to defrost things before they could use them. It features a man who has to defrost his bathroom mirror before he can brush his teeth, and then the TV before he can see the traffic news. Even his dog feels the chill. All this contrasts with his frost-free freezer.

The film was directed by Godman's Albert, a Cannes silver Lion winner last year for his Heinz work.

SFR - IGGY POP - FRANCE Project: Iggy Pop Clients: Patricia Levy, brand and advertising director; Frederique Texier, head of communication offers, SFR Brief: Demonstrate that with an SFR mobile, it is possible to download and listen to an artist at any time Creative agency: Publicis Conseil Writer: Guilhem Arnal Art director: Robin de Lestrade Planners: Vincent Leorat, Jocelyn Jarnier, Charlotte Clerc Media agency: Carat Media planner: Laurent Douard Production company: Nose Director: Sven Super Editor: Alice Moine Post-production: Vincent Bordier, WAM Audio post-production: Boris Nicou, WAM Exposure: National TV


SFR, France's second-largest mobile phone operator, has hired the veteran rock star Iggy Pop to underline its commitment to music.

The artist appears in a new TV spot by Publicis Conseil that illustrates the ease with which music can be downloaded on 3G mobiles via the Vodafone Live! portal.

The film features Iggy being woken from his sleep by a phone call. He then breaks into the Stooges track I Wanna Be Your Dog, holding the phone receiver like a microphone as he emulates his stage act.

Elsewhere, a mobile phone user is downloading music tracks, when his friend interrupts him. At this, Iggy stops his performance, puts down the phone and goes back to bed. The endline is: "The world's biggest stars at your fingertips."

LAFA - SAFE SEX - SWEDEN Project: Safe sex Client: LAFA Brief: Increase use of condoms among young adults Creative agency: Ester Stockholm Writer: Nils Gustav Tollman Art directors: Lotta Mellgren, Annika Mellgren Kempe Planner: Roger Kempe Media agency: Ester Media planner: Roger Kempe Production company: Social Club Directors: Jesper Erikstam, Robert Nylund Editor: Niclas von der Burg Exposure: National TV


Three commercials that highlight the dangers of unsafe sex in a humorous way are spearheading a national campaign to boost the use of condoms among Swedes.

The TV films for LAFA, the Stockholm County Aids prevention programme, aim to build on a campaign that won Sweden's highest advertising award, a Golden Egg, in 2004. Each of the three spots tells the same story from the point of view of a different character - a man who caught chlamydia from a girl he met in a pub, the girl herself and her ex-boyfriend, who has passed the disease on to his boss and been sacked. The ads aim to show how one thing easily leads to another.