The Work: New Campaigns - The World

Project: Underwater world
Client: Marco Rota, marketing manager, Ariston
Brief: Launch the Aqualtis model across Europe
Creative agency: Leo Burnett, Milan
Writer: Francesco Simonetti
Art directors: Antonio Cortesi
Planner: Allegra Bordoni
Media agency: In-house
Production company: Filmmaster
Director: Dario Piana
Editor: Michele Mortara
Post-production: Buf Compagnie Parigi
Audio post-production: Top Digital
Exposure: European TV


Clothes in a washing machine appear as sea creatures and aquatic plants in a new TV campaign by Ariston to launch its Aqualtis model across Europe.

Produced by Leo Burnett in Milan and with original music by Vangelis, the spot appears to take viewers into the depths of a tropical ocean. The washing machine's door becomes a porthole beyond which fish, turtles, seaweed and stingrays seem to glide by. Only at the end of the spot does it become apparent that the submarine world is in fact populated by items of laundry.

The advertising is meant to reflect what Ariston says is the elegant and innovative design of the Aqualtis.

Project: Ultimate clean up
Client: John Kelly, marketing director, Orbit
Brief: Sustain Orbit's position as the fastest-growing major gum brand
in its category
Creative agency: Energy BBDO Chicago
Writer: Scott Model
Art directors: Anthony Dinicola
Media agency: OMD
Production company: The Directors Bureau
Director: Mike Maguire
Exposure: National TV


Snoop Dogg, the controversial rapper, is the unlikely star of a new commercial for Wrigley's Orbit gum.

The hip-hop star is being used to illustrate the fact that Orbit can clean the dirtiest mouth.

The 30-second spot features Snoop Dogg being punished for his offensive lyrics by being sent to Hell, where old ladies wearing horns and red clothes taunt him. However, having his mouth cleaned with Orbit proves to be his passport to Heaven, complete with angels and a giant, blinged-out dog bowl.

Project: Soldier, coffin, letters
Client: Ali Y Aladdin, chief executive, Cylon Interactive
Brief: Launch the Frontline computer war game
Creative agency: David Singapore
Writers: Andrew Lok, Kalpesh Patankar
Art directors: Andrew Lok, Kalpesh Patankar
Media agency: In-house
Photography: Corbis
Retouching: Kalpesh Patankar
Exposure: Outdoor, magazines


The computer games manufacturer Cylon Interactive is taking an unconventional, controversial approach to launch the war game Frontline in Singapore.

The outdoor and magazine campaign deliberately avoids using bloodthirsty images and chooses instead to adopt a pacifist theme to launch Frontline.

The advertising aims to reflect the ongoing debate within the computer games industry about how to represent the view that gamers, despite playing violent games, are not violent in real life.

The ads show an anti-war demonstration in the US, a GI's tear-stained face and a soldier writing to his girlfriend. Each one carries the line: "Please, play only the game."

Project: Scuba
Client: Lynne DeCew, vice-president, marketing and sales, Vancouver
Brief: Give people a reason to rediscover the aquarium
Creative agency: DDB Canada
Writer: James Lee
Art directors: Dean Lee
Media agency: OMD Vancouver
Production company: Circle Productions
Director: Matthew Griffiths
Exposure: TV in British Columbia's Lower Mainland and Vancouver Island


Vancouver Aquarium is aiming to boost visitor numbers with a TV campaign showing how easy it is to get close to its exotic creatures.

DDB Canada has produced the spot, which opens with what appears to be undersea film footage shot by a scuba diver. The illusion is broken when a man walks into shot, carrying a soft drink, while he watches the fish swimming in one of the aquarium's giant tanks.

The aquarium, which is located in one of North America's largest urban parks, has more than 8,000 creatures, ranging from beluga whales to sea otters.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content