The Work: New Campaigns - The World

Project: The power of one
Client: Country Music Television
Brief: Encourage people to be "heroes" within their communities
Creative agency: In-house
Writers: Scott MacDonald, Michael Engleman
Production company: Reginald Pike Toronto
Director: Lena Beug
Editor: Alison Gordon, Relish Toronto
Audio post-production: Grayson Matthews Toronto
Exposure: National TV, cinema, online


A US country music network has launched an ad campaign to encourage people to put their skills to use in the service of their local communities.

Called "The power of one", the initiative comes from the Nashville-based Country Music Television and is part of an effort to mobilise 6.4 million volunteers and 100,000 volunteer leaders across the US over the next two years.

The commercials star a man dressed in Superman-like tights and cape. But instead of performing spectacular deeds, he is depicted reading to an elderly lady, teaching children to swim and helping an old man to repair a roof. Meanwhile, a voiceover points out that "being a hero starts with the small things".

The aim of the campaign is to drive people to a website where they can find out about volunteer opportunities within their own communities.

Project: There's no place like it
Clients: Donald McKenzie, senior vice-president, sales and marketing;
Jennifer Gerynowicz, marketing director, XM Canada
Brief: Grow category awareness and make XM Canada the preferred choice
in satellite radio
Creative agency: GJP Advertising Toronto
Writer: John Farquhar
Art director: Gerald Flach
Planner: Kevin Pfuhl
Media agency: ZenithOptimedia
Production company: Ruckus Films
Director: Julien "Li'l X" Lutz
Editor: Alex Eaton, Stealing Time
Post-production: Tony Cleave, 4-Stroke
Audio post-production: Rocco Gagliese, Eggplant
Exposure: National TV (except Quebec)


The satellite radio service XM Canada makes its first foray into TV advertising with a commercial that presents its programmes as the essential antidote to the stress and boredom of driving.

The 30-second spot reflects XM Canada's view that cars will be the key factor in the expansion of satellite radio across the country.

In the film, a man sings along enthusiastically to a pop song on the radio as he drives through town with his windows open, but recoils with embarrassment when he sees three attractive women staring at him.

However, his self-esteem is quickly restored as panties start flying at him through the window.

XM Canada currently has 120,000 subscribers. General Motors, Honda, Nissan Toyota, Suzuki and Subaru will offer XM radios in more than 80 models from this year.

Project: Pacman
Clients: Melissa Crucillo, country marketing manager; Mae Dichupa,
marketing communications manager, Nike
Brief: Exploit Pacquiao's iconic image
Creative agency: Oglivy & Mather Philippines
Writers: Gavin Simpson, Mark Ibaviosa
Art directors: Gavin Simpson, Lito Gemora
Media agency: MindShare
Media planners: Onel Querijero, Pam Cosme, Sol Racelis
Photographer: Tom Epperson
Exposure: National print, billboards


Manny "Pacman" Pacquiao, the most famous boxer in the Philippines, is portrayed in heroic style in a new national print campaign for Nike.

Its appearance coincided with Paquiao's arrival back in Manila, where he was greeted by thousands of cheering fans after his world super featherweight title victory over Mexico's Erik Morales in Las Vegas.

The local Ogilvy & Mather agency created the ad, which aims to present the boxer as a global icon and set his Nike work apart from his other endorsements. Pacquiao, 28, has also fronted campaigns for Surf, McDonald's and San Miguel beer.

Pacquiao is a household name in the Philippines, thanks to his endorsements and regular TV appearances. A movie based on his life was released in June, and the country's president, Gloria Macapagal-Arroyo, recently hailed him as one of the nation's modern-day heroes.

Project: The chase
Client: Tracy Hirst, marketing manager, Allan Gray
Brief: Convince potential investors to invest with a company with a
long-term history of wealth creation
Creative agency: King James
Writer: Devin Kennedy
Art director: Damian Bonse
Media agency: Note Bene
Media planner: Brett Hobbs
Production company: Velocity Films
Director: Greg Gray
Exposure: National TV


Allan Gray, South Africa's largest privately owned investment management company, aims to show in new TV advertising that the best way of making money is not by chasing faddish trends, but by taking a more measured, long-term view of investment.

The black-and-white film shows residents of a small farming town abandoning everyday tasks to chase after something that has caught their eye. One man in his truck ends up on a mountain where he tries to grasp a rainbow, only to find other townsfolk attempting to do the same.


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