The Work: New campaigns - The world

Project: End of game
Client: Marc Firome, director of publicity, Peugeot
Brief: Demonstrate the technological performance of the 407
Creative agencies: Betc Euro RSCG, Euro RSCG Worldwide
Writer: Remi Noel
Art director: Eric Holden
Media agency: OMD
Director: Antoine Bardou-Jacquet
Production company: Partizan
Editor: Stephane Peirera
Post-production: BUF
Audio-post production: Ma Joie
Exposure: TV in France, UK, Russia, Switzerland, Slovenia, Macedonia,
Norway, Japan


Peugeot is giving fresh advertising support to its 407 model, which targets high-mileage businessmen, with a new commercial aimed at demonstrating its technological performance.

Produced by Euro RSCG in Paris, the spot is based on a car videogame in which the virtual drivers are seen swapping the race track for the pleasure of driving a "real" car.

For added authenticity, the film's director, Antoine Bardou-Jacquet, spent time with a videogames expert to reproduce game moves that only top players can achieve.

The 407, which sells predominantly to fleet buyers, competes mainly against the Ford Mondeo, the Renault Laguna and the Vauxhall Vectra. Launched two years ago, the model claims leadership of its category in Europe.

Project: Value Picks menu
Client: Hope Bagozzi, national advertising manager, McDonald's Canada
Brief: Promote the new Value Picks menu
Creative agency: Cossette Communications Marketing, Toronto
Writers: Stephen Stahl, Mike Cook
Art director: Mike Cook
Planner: Kathleen Collins
Media agency: OMD
Media Planner: Lori Gibb
Production company: Untitled
Director: James Haworth
Editor: Jason Stinson, Soda-Post
Audio post-production: The Eggplant
Exposure: National TV, cinema


McDonald's is using everyday people in entertaining real-life situations in an effort to get Canadians talking about its new Value Picks menu offerings.

The restaurant chain has scrapped its McDeal menu, which put a different sandwich on sale each day of the week at its 1,400 Canadian outlets, and replaced it with the Value Picks menu, which prices items such as bacon cheeseburgers, small fries and sausage McMuffins at CAD$1.39.

The move is an attempt by McDonald's to compete with Wendy's International's Super Value Menu and remind consumers of the affordability of its fast food.

The TV spots centre on conversations that often end in bizarre ponderings. One features two men eating Double Cheeseburgers in a car. One asks the other: "Do you think single Cheeseburgers ever get lonely?"

Project: Battle
Clients: Daryl Evans, vice-president of advertising and marketing
communications; Chad Harris, advertising director of segments, Cingular
Brief: Present Go Phone as providing worry-free bills for parents and
stylish phones for teenagers
Creative agencies: BBDO New York and Atlanta
Writer: Mark Wegwerth
Art director: Christopher Cole
Media agency: Mediaedge:cia
Media Planner: Kim Canfield
Production company: Park Pictures
Director: Alison Maclean
Post-production: Mackenzie Cutler
Exposure: National TV


Cingular is renewing advertising support for its Go Phone pre-paid service with a new TV spot that targets teenagers and their parents.

The ad aims to overcome the apprehension of parents that their children's phones will turn into "money pits" - and the perception among teenagers that most pre-paid phones are unstylish and uncool. The film features what seems to be a row about mobile phones between a mother and her daughter. "Do you know how much this is not going to cost me?" the mother yells. But, despite the raised voices, it becomes clear that they are not really arguing over the daughter's new phone.

Cingular reintroduced Go Phone last year. It was originally developed by AT&T Wireless but received little marketing support after AT&T's merger with Cingular in 2004.

Project: Brand campaign
Client: Joong Beom Lee, deputy general manager, public relations
department, S-Oil
Brief: Elevate S-Oil's brand image as a high-quality oil refiner
Creative agency: Cheil Communications
Writer: See-young Roe
Art directors: Kye-jo Lee, Yoo-ho Lee
Media agency: Cheil Communications
Media planners: Alex Hwang, Min-young Ahn, Ung-hee Cho
Production company: Cheil Communications
Directors: Hyung-joo Lee, Doo-man Kim
Post-production: Vixen
Exposure: National TV


Three of South Korea's most popular celebrities have been brought together in new national TV advertising aimed at enhancing S-Oil as one of the country's leading petroleum brands.

The actor Seungwon Cha, the actress Ye-jin Son and the singer Psy form a mock band that serenades the main character in each of the commercials. The idea is to associate the brand with the triumphant moments in a person's life when everything seems to go well.

In one film, a young woman is seen passing her driving test, another features a car salesman receiving his "salesman of the month" award, while a third shows a chubby groom about to kiss his bride.

S-Oil, a subsidiary of Saudi Arabia's state-run oil company Saudi Aramco, was set up in 1976 to ensure the stable import of oil and petrol into the South Korean market.

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