The Work: New Campaigns - The world

Project: Xbox 360
Clients: Alejandro Camino, marketing manager, Spain; Indy Saha,
marketing manager, EMEA, Xbox
Brief: Increase awareness of the Xbox 360 and communicate its
next-generation capability
Creative agency: McCann Erickson London
Writer: Neil Clarke
Art director: Jay Phillips
Media agency: Universal McCann
Production company: Outsider
Directors: David Lodge, Timo Salminen
Editor: Mark Edinoff
Post-production: Framestore CFC
Exposure: National TV


Spain's passion for football is being exploited in a national campaign to drive sales of the Xbox 360 by promoting it as the best console on which to play the next generation of high-definition games.

McCann Erickson London has produced the 20-second spot, in which a group of locals in a tapas bar is fooled into believing that the football match it is watching on TV is real.

As their team begins conceding goals, the locals get increasingly angry. Eventually, one man, disgusted at his team's performance, pulls the TV off the wall. Meanwhile, two young men behind the bar are seen giggling as they play the game the audience has been watching.

The commercial aims to highlight Xbox 360's exclusive high-definition rights to Fifa 07 and Pro Evolution Soccer 6.

Project: Anniversary sale
Clients: Juan Agostino, marketing director; Masrianne Jager, promotion
manager, Easy Homecenter
Brief: Present Easy stores as the answer to all home-improvement needs
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writer: Herna Rebalderia
Art director: Santiago Dulce
Media agency: Starcom
Media planner: Patricia Arias
Production company: Landia
Director: Agustin Alberdi
Post-production: Metrovision
Exposure: National TV


Easy, the South American home-improvement chain, is promoting its sale with TV advertising showing customers thinking they are dreaming after making their purchases - with some painful consequences.

A woman dreams she is really a Russian star gymnast until she gets a rude awakening by vaulting over a kitchen table; a man thinks he is still invisible and tries to walk through a wall, while another gets a painful reminder that he is not taking part in the world breakdance finals. The endline is: "What you've always wanted now at home."

Founded in 1993, Easy sells home appliances, furniture and construction materials, and currently operates 26 stores in Argentina and 20 in Chile.

Project: Wind tunnel, orbit
Client: Russ Johnston, senior vice-president of marketing and product
planning for home entertainment, Pioneer Electronics USA
Brief: Highlight Pioneer's new line of high-definition plasma TVs and
Creative agency: RPA
Writer: Seth Prandini
Art director: Hobart Birmingham
Planner: Joe Feldman
Media agency: RPA
Media planner: Julie Senik
Production company: A52
Director: Andrew Hall
Post-production: A52
Audio post-production: 740 Sound
Exposure: National TV


Pioneer is aiming to build its credentials as best-in-class for plasma-screen technology in new TV advertising which is being heavily linked with high-definition sports programming. The Santa Monica-based RPA, the largest independent agency on the US West Coast, has produced a pair of 30-second commercials. Both are set inside a futuristic facility, where Pioneer PureVision plasma TVs are being tested.

In one spot, the TV displays the image of a planet. As it does so, chrome balls get pulled into the planet's gravitational force and move into orbit.

In the other, the image of a Formula One car appears so real that smoke from a wind tunnel flows around the vehicle instead of around the TV.

Pioneer claims the campaign represents what sets Pioneer plasmas apart from rival products.

Project: Jacuzzi, fountain, pool
Client: 3M Singapore
Brief: Highlight the absorbent nature of Scotch Brite products
Creative agency: David Singapore
Writers: Andrew Lok, Kalpesh Patankar
Art directors: Andrew Lok, Kalpesh Patankar
Planner: Andrew Lok
Media agency: In-house
Exposure: National press, magazines, outdoor

THE LOWDOWN 3M is relying on offbeat humour in new print advertising intended to broaden the appeal of its Scotch Brite range of cleaning products to twenty- and thirtysomethings in Singapore by highlighting their absorbency.

One ad features a young man in bathing shorts hiding a pack of Scotch Brite wipes as he ogles two naked women in a jacuzzi. Another shows a man hoping his wipes will soak up the water in a fountain so he can reach the coins thrown into it. A third shows two skateboarders looking to clear the water from a swimming pool.

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