The Work: New Campaigns - The World

Project: Drunk driving
Client: Susan Gorcowski, administrator of communications, National
Highway Traffic Safety Administration
Brief: Emphasise that police roadblocks are more commonplace, and set up
later at night, making drink-drivers easier to arrest
Creative agency: Tombras Group
Writer: Nick Vagott
Art director: Brian Potter
Media agency: Tombras Group
Media planner: Guy Jacobson
Production company: Saville Productions
Director: Rupert Wainwright
Editor: Bill Marmor
Post-production: Riot
Exposure: TV, cinemas


Inebriated drivers are featured "bathing" in alcohol in a new ad campaign designed to revive stalled efforts by federal authorities to reduce the number of drink-related deaths on US roads.

The commercial shows drivers weaving across the highway in vehicles that appear to be filled with alcohol. When police officers pull them over and open the drivers' doors to question them, the alcohol gushes out.

Tombras Group, based in Knoxville, Tennessee, created the spot on behalf of the National Highway Traffic Safety Administration. To shoot it, the director Rupert Wainwright had the vehicles waterproofed and put on low trailers so that they could be filmed in motion with liquid sloshing around inside.

The film is directed at men in the 21 to 34 age group, which accounts for the highest number of alcohol-related car deaths. Federal statistics show that progress in reducing drink-driving, which claimed 13,000 lives in the US last year, is slowing.

Project: Marbles
Client: Greg Arthurton, brand marketing manager, Nintendo Australia
Brief: Launch Dr Kawashima's Brain Training: How Old Is Your Brain? into
Creative agency: Leo Burnett, Melbourne
Writer: Brendan Greaney
Art director: David Ponce de Leon
Planner: Jacquie Witts
Media agency: Carat
Media planner: Travis Hilton
Production company: Exit Films
Director: Rubidium
Editor: Ruben Wu
Post-production: Digital Pictures
Audio post-production: Colin Simkins, Gusto Music
Exposure: TV


A commercial that features marbles being ignored or neglected by passers-by is being used to launch a new Nintendo game into Australia under the theme: "Use them or lose them."

The spot introduces Dr Kawashima's Brain Training: How Old is Your Brain?. It claims to be the first of a new generation of "serious" games for people bored with games that fail to stretch their brain power.

Designed with the help of a neuro-scientist, the game offers a series of brain-teasers, from simple arithmetic to colour recognition and Sudoku.

The game, which has notched up more than 1.4 million sales in Japan, calculates a player's "brain age" and claims to stimulate parts of the brain related to thought, creativity and concentration. The TV spot features marbles falling down drains, getting wedged between Tube train doors and rolling under a fridge.

Project: Real talk
Client: Il-joo Kim, senior manager, marketing team, Cheil Industries
Brief: Introduce Bean Pole's London Urbanite look while enhancing its
image as an international brand
Creative agency: Cheil Communications
Writers: Jini Won, Su-a Lee
Art directors: Yong-ok Yang, Yoo-ho Lee
Media agency: Cheil Communications
Media planner: Myoun-hee Kim
Production company: Alphavill44
Director: Max Park
Editor: Sun-il Jang
Post-production: Apex
Exposure: National TV, cable, print, internet, outdoor


The Oscar-winning actress Gwyneth Paltrow and the model-turned-actor Daniel Henney have resumed their on-screen romance in a fresh round of advertising for the Korean fashion brand Bean Pole International.

The star of Shakespeare In Love, Sliding Doors and The Talented Mr Ripley, and the Korean-American Henney, who first teamed up to promote the brand last year, appear as lovers reunited in London.

The ads, shot in Mayfair in the summer, support Bean Pole's latest range, called the London Urbanite. The company, owned by the South Korean conglomerate Cheil Industries, says the range reflects London's "multicultural yet traditional" nature. A voiceover on one of the spots declares: "She likes anything that's modern. He's crazy about the classic look."

Project: Lancia New Ypsilon restyling
Clients: Olivier Francois, brand president; Maurizio Spagnulo, director
of communications, Lancia
Brief: Launch the restyled Ypsilon
Creative agency: Armando Testa
Media agency: Fiat Media Centre
Writer: German Silva
Art directors: German Silva, Erik Ravelo, Michele Mariani
Planner: Eraldo Mussa
Media agency: Fiat Media Centre
Production company: LaCasa
Director: Ago Panini
Editor: Antonio di Peppo
Post-production: Buf Paris
Exposure: TV, cinema


The fashion designer Stefano Gabbana makes a rare foray into advertising for a commercial in which Lancia celebrates its centenary by introducing a remodelled version of its supermini, the Ypsilon, launched in 1996.

The spot underlines the two events with Gabbana tearing sheets of metal from Lancia's most famous model, the Ardea, rated as one of the world's best family saloon cars during the 30s and 40s.

As Gabbana hurls pieces of the Ardea away, a narrator announces: "This is the end of 100 years of elegance and personality." But as the new Ypsilon appears from beneath the Arda, viewers are reassured that "this is the beginning of another 100 years of elegance and personality".

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