The Work: New Campaigns - The world

Project: Confessional
Clients: Marcello Binda, Simone Binda, chief executives; Roberto
Sforzini, corporate managing director, Binda Group
Brief: Highlight the exceptional attraction of Breil jewellery
Creative agency: Leo Burnett Milan
Writer: Francesco Simonetti
Art director: Antonio Cortesi
Media agency: Muraglia Calzolari e Associati
Production company: Akita Film
Director: Sebastian Chantrell
Exposure: European TV, cinema


Breil, the high-fashion watch and jewellery brand famous in Italy for its ad slogan "Take anything but my Breil", is continuing its irreverent approach with a new TV campaign featuring a priest facing unexpected temptation in the confessional.

The latest spot, devised by Leo Burnett Milan, ties in with the brand's new print campaign with the theme: "Bad girls go Breil."

The 30-second film features a girl unburdening herself at confession. However, the priest who is listening is transfixed, not by her, but the Breil necklace she is wearing.

Unable to suffer the anguish and turmoil any longer, the cleric rushes off to confess his own sins in the next confessional box.

Breil, a familiar name in Italy since the 30s, is owned by the Binda Group. It extended its range from watches to jewellery six years ago.

Project: Selleys super-glue
Client: Vincent Tay, managing director, GH Stationery
Brief: Illustrate the sticking power of Selleys in a fun and
entertaining way
Creative agency: Leo Burnett Singapore
Writer: Asheen Naidu
Art director: Andrew Grant
Media agency: n/s
Illustrator: Dhanang Pambayun Putra
Exposure: Outdoor, magazines


A stationery store is tapping into the art student lifestyle in new advertising that attempts to turn super-glue from a prosaic into a fun product.

Ex-girlfriends, boy bands and ageing hippies all figure in a trio of surreal print ads under the theme: "I could be so true." In each ad, the words form the start of a short poem. One reads: "I could be so true. That hippies used to sniff super-glue. Which is why they're stuck in the 60s. Without a clue. And waiting for the 'messenger' from planet Naboo."

Leo Burnett Singapore created the ads, which aim to show the creative potential of super-glue and ensure Selleys stands out from its rivals.

Project: The clan
Client: Marc Firome, global communications director, Peugeot
Brief: Promote the new range of 607s, which offer a choice of three HDi
engine specifications
Creative agency: BETC Euro RSCG
Writer: Olivier Couradjut
Art director: Remi Tricot
Media agency: n/s
Production company: Irene
Director: Laurent Chanez
Post-production: La Maison & Mikros
Exposure: TV in Europe


Peugeot is putting fresh advertising support behind its 607 executive saloon with TV advertising that presents the cars as catlike in character.

The initiative, backed by print activity, is being spearheaded by a TV commercial from BETC Euro RSCG in Paris to promote a new range of 607s that offer a choice of three engine versions.

The spot features a procession of 607s making their way along a forest road. As they do so, other cars avoid them by hiding among the trees, daring only to look after the convoy has passed.

Project: Launch campaign
Client: Ford Motor Company US
Brief: Launch the new Ford Edge nationwide in the US
Creative agency: JWT Detroit
Writer: Steve Landrum
Art director: Bruce Logan
Media agency: Team Detroit
Photographer: Nigel Harniman
Retouching: Air-CGI UK
Exposure: National press, outdoor


Ford is launching its crossover utility vehicle into the US with new advertising that declares: "The Edge is never dull." The multimedia campaign is aimed at emphasising the handling capabilities of the Edge, which aims to offer passenger comfort and carrying capacity that traditional sedans and station wagons cannot match.

Unveiled at last year's North American International Auto Show, the Edge aims to bridge the gap between minivans such as the discontinued Freestar and truck-based SUVs such as the Explorer. The model will compete with mid-sized rivals such as the Chevrolet Equinox and the Hyundai Santa Fe.

The British-based photographer Nigel Harniman shot the print campaign in New York. The campaign features the Edge appearing to defy the laws of gravity.


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