The Work: New Campaigns - The World

Project: Beach
Client: Bacardi global brands
Brief: Build Martini sales across key European markets
Creative agency: Momentum
Writer: Alonso Davila
Art director: Ty Baker
Planner: Jennifer Peterson
Media agency: Universal McCann
Production company: HSI
Director: Michael Haussman
Editor: Avi Oron, Bikini Edit
Post-production: The Mill New York
Audio post-production: Audio Engine
Exposure: TV in Northern Europe


The Hollywood heart-throb and Oscar winner George Clooney has returned in a new spot promoting the vermouth. Shot off the Mexican coast, the commercial features Clooney aboard a luxurious motor yacht getting black looks from his girlfriend because it has run out of fuel.

Their plight is ended when a young man in a small boat arrives with a petrol can. He indicates a nearby case of Martini as his reward for the rescue but Clooney is reluctant to part with it.

The ad ends with the young man and the girl heading out to sea on the yacht, leaving Clooney on a beach with his Martini reflecting on "the simple pleasures of life".

Project: Toga
Clients: Cie Nicholson, chief marketing officer; Chris Kempczinski,
vice-president, non-carbonated drinks; Michael Hammer, senior marketing
manager, PepsiCo North America
Brief: Promote Aquafina as an aid to energy
Creative agency: BBDO New York
Writers: Bill Bruce, Doris Cassar
Art directors: Bill Bruce, Doris Cassar
Media agency: OMD
Production company: Traktor
Director: Traktor
Editor: John Murray
Post-production: Nomad
Audio post-production: Francois Blaignan, Nomad
Exposure: National TV, cable


A Bacchanalian party, where the high-energy activity is fuelled not by alcohol but mineral water, is featured in new national TV advertising for Pepsi's Aquafina brand.

BBDO New York has created the spot aimed at consolidating and extending Aquafina as the biggest-selling mineral water in the US.

The new commercial is set at a toga party, where the guests quaff Aquafina as they dance to a version of Lulu's 60s hit Shout.

Alerted by the noise, two police patrolman arrive. The party goes quiet until the officers are offered some Aquafina and join the dancing. The endline is: "Make your body happy. Drink more water."

Aquafina is a key player in Pepsi's strategy of adapting its product portfolio to match changing consumer demands for healthier soft drinks.

Project: Unexpectedly smooth legs
Client: Cenk Tengilimoglu, chief executive, Dikey Kozmetik
Brief: Demonstrate the astonishing results of using AbleTouch
Creative agency: DDB&Co
Writer: Karpat Polat
Art director: Ali Bati
Media agency: n/s
Media planner: Silay Sildir
Photographers: Ilkay Muratoglu, Erbil Balta
Retouching: Ali Bati
Exposure: National magazines, outdoor


The Turkish cosmetics company Dikey Kozmetik is attempting to build its AbleTouch hair-removal wax into a national brand with new advertising showing some humerous side-effects from using the product.

DDB&Co has produced the print and poster campaign, comprising two executions. In one, a circus trapeze artist tumbles out of her partner's grasp because he is unable to hold on to her legs.

In the other, a woman slides down a swimming pool slide but, instead of plunging into the water, she skims along its surface. Each ad carries the line: "Unexpectedly smooth legs."

The Ankara-based company, which appointed DDB&Co 18 months ago, makes a range of depilatory products that it exports to Europe, Asia and North Africa.

Project: The shout, parental control
Client: Patricia Levy, advertising and brand director, SFR
Brief: Highlight the dedication and support of SFR hotline staff and
safeguards to stop children accessing porn sites
Creative agency: Publicis Conseil
Writers: Guilhem Arnal, Thierry Lebec
Art directors: Robin De Lestrade, Benedicte Potel
Planners: Vincent Leorat, Jocelyn Jarnier, Laetitia Roos
Media agency: Carat
Media planner: Christophe Blain
Production company: Partizan Midi Minuit
Director: Les Elvis
Editors: Philippe Machado, Mario Battistel
Post-production: WAM
Audio post-production: WAM
Exposure: National TV


SFR, France's second-largest telecoms operator, has launched a fresh burst of national TV advertising to highlight the dedication of its hotline staff and the safeguards it has in place to stop children accessing porn websites.

In one commercial, SFR call centre staff look on in astonishment at a colleague screaming into his headset as he tries to tell a caller to press the "star" and "hash" buttons on his mobile. It turns out that the customer is in the middle of the Rio carnival and is trying to take pictures of the event.

In the other spot, a couple's foreplay in a porn movie comes to an abrupt halt when the man's fly zip gets stuck. A small boy watching the action throws down his mobile in frustration as a voiceover explains that SFR phones block access to porn sites.

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