The Work: New Campaigns - The World

Project: Chuck
Clients: Frank Cooper, vice-president, CSD Flavors; Lauren Hobart,
marketing director, Mountain Dew
Brief: Extend the "Do the Dew" campaign
Creative agency: BBDO New York
Writer: Peter Kain
Art director: Gianfranco Arena
Media agency: OMD
Media planner: Gail Stein
Production company: Rattling Stick
Director: Daniel Kleinman
Editor: Tom Muldoon, Nomad
Post-production: Framestore CFC
Audio Post-production: Francois Blaignan, Nomad; Tom Jucarone, Sound
Exposure: National TV


Chuck Norris, as famous for his Hollywood tough guy film roles as he is for his martial arts skills, scares the wits out of a couple of computer geeks in a new campaign to promote PepsiCo's Mountain Dew.

The commercial is the latest to support the citrus-flavoured soft drink first developed in the 40s in Tennessee as a whisky chaser, but now targeted mainly at twentysomethings under the theme: "Do the Dew."

In the latest spot, the geeks' joy at getting a million hits on their website, which features Norris' head imposed on an ostrich, turns to fright when the victim pays them a visit.

After all their efforts to escape him fail, the geeks suffer the humiliation of being relieved of their Mountain Dew and take a "virtual" beating on Norris' own site.

Project: Wrinkles
Client: Amir Zweil, category director, Unilever AMET
Brief: Present Signal as a brand that ensures a lifetime of good oral
Creative agency: Lowe MENA, Dubai
Writer: Clinton Manson
Art director: Dominic Stallard
Media agency: Initiative
Photographer: Philip Habib
Exposure: Regional press, posters


Unilever is promoting its Signal toothpaste brand as the passport to a lifetime of good oral health in new print advertising aimed at building the product's profile in the Middle East.

Rather than use images of brilliant smiles that are the staple of toothpaste advertising, the new work features a close-up shot of wrinkles around an eye. This is accompanied by the message: "For a lifetime of smiles."

Lowe MENA, which produced the ad, described it as a "larger than life" statement for Signal to a target audience that is largely conservative and traditionalist.

"In the Middle East, where hyperbole in advertising is not readily understood, we have tried a more human and relevant approach," Dominic Stallard, the Lowe MENA creative director, said.

Project: Stuck
Client: Jim Pollock, communications director, ABC Canada Literacy
Brief: Show people with literacy problems that they can lead more
fulfilling lives
Creative agency: ACLC, Toronto
Writer: Jason Locey
Art director: Rodger Eyre
Planner: Neil White
Media agency: In-house
Production company: The Partners Film Company
Director: Matt Eastman
Editor: Mark Paiva
Post-production: School Editing
Audio Post-production: Fraser McDougall, Imprint Music
Exposure: National TV


A national charity has launched a new TV campaign aimed at offering hope to Canadians who have difficulty reading and writing. The initiative comes from ABC Canada Literacy Foundation, a group made up of people from the country's business, labour and education sectors, as well as the Government.

The foundation runs public awareness programmes and provides support to people whose literacy problems prevent them from getting the jobs they want. It also offers support to those that find it hard relating to their children, who often surpass them in literacy skills.

The TV spot shows the difficulties faced by such people by showing them motionless while life goes on around them. A voiceover says: "If you have a problem with reading, writing or maths, chances are you only go so far."

Project: Wait
Clients: Luigi Macaluso, president; Andrea Caputo, international
communication director, Girard-Perregaux
Brief: Reinforce the exclusive credentials of Girard-Perregaux and
communicate its values in an emotional and involving way
Creative agency: Publicis Italia
Writer: Mavi Cerenza
Art director: Bianca Allevi
Planner: Pietro Cirsone
Photographers: Gastl + Aliverti
Exposure: Daily press, magazines


Girard-Perregaux, which prides itself on having made "watches for the few" since 1791, emphasises the quality of its craftsmanship in new advertising with the message that what is worth having is worth waiting for.

The company's new print campaign underlines the fact that its timepieces are the products of skilled craftsmen who spend many painstaking hours creating a watch that is as close as possible to perfection.

Created by Publicis Italia, the global print campaign emphasises that the most precious things in life need time to be created or to be understood. One execution features a piece of wood before it is transformed into a Stradivarius violin, another the Cabernet grapes that will become Chateau Lafite-Rothschild. A third ad shows a priceless Gauguin painting which was sold for almost nothing in 1892. Each ad carries the line: "Wait."