The Work: New campaigns - The world

Project: Insurance. In-synch
Clients: Shane Boyd, vice-president, corporate communications; Joan
Palm, second vice-president, corporate communications, St Paul Insurance
Brief: Present Travelers as a company that delivers insurance that keeps
pace with changing lives and businesses
Creative agency: Fallon Minneapolis
Writers: Dean Buckhorn, James Bray
Art directors: Dean Hanson, James Bray
Planners: Guy Gould-Davies, Sarah Saline
Media agency: Starlink
Media planners: Andrew Morse, Cara Germain, Nina Kosmas, Rachel Endress
Production company: MJZ
Director: Dante Ariola
Editor: Russell Icke, The Whitehouse
Post-production: Weta Digital
Audio post-production: RMI, Human
Exposure: National TV


A series of spoof disasters sparked by a man falling over in the street and an underwater photographer are featured in a new series of commercials promoting St Paul Travelers, the second-largest insurance underwriter in the US.

Under the theme "Insurance. In-synch", the campaign aims to present the company's insurance offerings as highly flexible and in step with lives and businesses as they change.

In one film, a man's pavement tumble creates a chain reaction of slapstick disaster. He ends up like a giant snowball with all kinds of objects sticking to him. A voiceover reminds viewers that "when you have insurance that stays in-synch, you can roll with anything".

In another, an underwater photographer wards off sharks with a spear gun and accidentally holes and sinks his boat.

Project: Time Manager
Client: Ingrid Belmans, brand and marketing director, Electrolux Major
Brief: Illustrate the practical benefits of the Electrolux Time Manager
Creative agency: Lowe Brindfors, Stockholm
Writer: Steve Hanratty
Art director: Hakan Fagerstedt
Media agency: ZenithOptimedia
Production company: Partizan
Director: Matthias Hoene
Exposure: National TV


Electrolux is launching its "intelligent" washing machine across Europe with TV advertising in which a woman appears to be capable of controlling time.

The Electrolux Time Manager allows users to fit doing their laundry into their schedule. The user tells the machine how much time they have and the machine indicates the best setting to use in the time available.

The ad shows the woman manipulating time by speeding up or slowing down events. The dual-paced effect was achieved by shooting the woman at normal speed and the other action at high speed.

Project: Passport to ...
Clients: Natasha King, senior product manager; Mark Hardy, European
software marketing director, Sony Computer Entertainment Europe
Brief: Illustrate how Passport to ... inspires city adventures
Creative agency: TBWA\London
Writer: John Robb
Art director: Esther Hjellum
Media agency: n/s
Production company: Independent Films
Director: Axel Laubscher
Editor: Rushes
Post-production: Rushes
Audio post-production: Wave Studios
Exposure: European TV, cinema, online


A young couple's day of discovery in a big city is turned back to front in a new pan-European TV campaign promoting the interactive travel guide for Sony's PlayStation Portable.

The device allows users to link up to guides provided by Lonely Planet covering Amsterdam, Barcelona, London, Paris, Prague and Rome.

The guides include reviews of bars, clubs, hotels and shops, as well as audio tours of key areas in each city.

The TV spot shows the couple's trip running backwards, starting at the end of their day's adventure and working backwards to the beginning of it. The effect was achieved by shooting the footage forwards and making the central characters act backwards.

Project: Bruce
Client: Hans de Visser, marketing director, BMW Spain
Brief: Provide the BMW X3 with its own personality in a crowded market
Creative agency: SCPF
Writer: Fran Segarra
Art director: Ainhoa Nagore
Media agency: Carat
Media planner: Patricia Fernandez
Production company: Alamo Films
Director: Allan Batievsky
Editor: Allan Batievsky
Post-production: Serena
Audio post-production: Jingle Box
Exposure: National TV


Bruce Lee, the high-kicking martial-arts movie star, is making a posthumous return to the screen in a new TV campaign to support the launch of the new version of BMW's all-terrain vehicle, the X3, in Spain.

In a bid to make the vehicle stand out in a crowded sector, the commercial uses a clip from a TV interview recorded by Lee shortly before his death in 1973. In it, the actor expounds his views about the Taoist philosophy of adaptability.

During the interview, Lee talks about water having no pre-determined shape, but simply adapting to whatever container it may be in. This becomes the theme of the film which closes with the line: "Don't adapt to the road. Be the road."

The X3 is aimed mainly at affluent young drivers who want a 4x4, but do not want to fork out big money for one.

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