The Work: New Campaigns - The World

Project: Toxic Corp
Clients: Philippe Lamoureux, general manager; Nicole Civatte,
communication director, Inpes
Brief: Educate young people about the fatal consequences of smoking
Creative agency: DraftFCB Paris
Writer: Dominique Marchand
Art director: Jean-Michel Alirol
Media agency: OMD
Media planner: Luc Buhot
Production company: Mr Hyde
Director: Stephan Prehn
Post-production: Editors
Audio post-production: Editors
Exposure: National TV


A spoof TV recruitment campaign by the fictitious Toxic Corporation is being used to show young smokers in France how tobacco companies are exploiting them in a desperate effort to replace those who die from the habit.

The French health ministry, Inpes, and the country's Alliance Against Tobacco have joined forces for the initiative, which targets the 38 per cent of France's 15- to 24-year-olds who smoke.

Research suggests that only 54 per cent of this group want to kick their addiction.

The commercial shows a group of young people rushing to answer the Toxic Corporation's call for replacement smokers, as a company spokesman tells them: "For us, your ignorance and inexperience are a big plus."

The TV campaign is being complemented by a Toxic Corporation website, which allows visitors to learn more about its cynical marketing tactics.

Project: Carpet, halfpipe
Client: FedEx
Brief: Show that FedEx has a solution for all business shipping problems
Creative agency: BBDO New York
Writers: Dan Kelleher, Ari Weiss, Scott Kaplan, Tom Christmann
Art directors: Dan Kelleher, Ari Weiss, Scott Kaplan, Tom Christmann
Media agency: OMD
Media planner: Fran Pessagno
Production company: Hungry Man
Director: Russell Carpenter
Editor: Ian MacKenzie
Post-production: MacKenzie Cutler
Exposure: National TV, cable


FedEx takes viewers inside a magic carpet factory and an office where bosses fret about the amount of free time they have, in a new campaign highlighting its portfolio of air, ground, freight and international shipping services.

The latest initiative, through BBDO New York, is spearheaded by a pair of commercials.

In one, the boss of the magic carpet factory boasts to a visitor that his products are "selling like hot cakes in India". But his patter is interrupted when one of the carpets goes "wild" and threatens to carry off a worker.

In the other, a group of senior managers are worried that, although their use of FedEx is allowing them to get more done, their staff are spending too much time on the office skateboarding ramp. However, they cannot bring themselves to get rid of it.

Project: Drop
Client: Mark-Hans Rocher, marketing director, Pontiac
Brief: Demonstrate the modern design and performance of the Pontiac G6
Creative agency: Leo Burnett Troy
Writer: Regina Cesarz
Art director: Jesse Rea
Media agency: GM Planworks
Media planner: Jason Belt
Production company: Smuggler
Director: Filip Engstrom
Post-production: Asylum
Exposure: National TV


Outdated objects, including a mainframe computer and a phone box, drop out of the air and shatter to reveal their modern counterparts, in a new campaign to show off the modern design and performance of Pontiac's G6 series.

The Leo Burnett agency in Troy, Michigan, created the spot, in which the pieces of a mainframe computer are transformed into laptops, a home stereo breaks up into MP3 players and a telephone box explodes into a shower of mobile phones. The spot climaxes when an elderly car falls to the ground and is transformed into Pontiac G6 sedans and coupes.

The commercial aims to show that, despite the speed of technological change, the G6 is still affordable.

Project: CLP-300
Client: MJ Sung, marketing manager printer products, Samsung Electronics
Brief: Highlight the space and time-saving advantages of Samsung's mini
laser printers
Creative agency: Cheil Communications
Writer: Shane Strudwick
Art director: Mrinal Dasgupta
Media agency: MindShare
Media planner: Ching-Hwan Bang
Production company: Plum Production
Director: Bob Rice
Post-production: Mind Over Eye
Exposure: TV, online


Samsung is launching what it claims is the world's smallest and lightest colour laser printers, with advertising that compares using older-style printers with the frustration of waiting in a queue.

Created by the Cheil agency in Seoul and shot in Vancouver, the TV spot, which will roll out across more than ten major markets, highlights the space and time-saving advantages of Samsung's mini laser printers, which weigh just 30lbs.

The commercial features bored men and women standing in line, followed by a shot of businesspeople surrounding a large printer waiting for their prints to emerge. Meanwhile, a voiceover says: "Imagine never having to wait in line for your number to be called or for your colour laser prints. The wait is over."


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