The Work: New campaigns - The world

Project: The date
Clients: Olivier Francois, brand president; Maurizio Spagnulo,
communication director, Lancia
Brief: Reposition the Ypsilon as a unisex car rather than one targeted
mainly at women
Creative agency: Armando Testa
Writer: Viviana Bruno
Art directors: German Silva, Erik Ravelo, Davie Pallavicini
Media agency: Fiat Media Center
Media planner: n/s
Production company: LaCasa
Director: Ago Panini
Editor: Antonio di Peppo
Post-production: Buf
Audio Post-production: Top Digital
Exposure: National TV


The Italian style icon Stefano Gabbana (one half of the design duo Dolce & Gabbana) has been brought back by Lancia in a surreal film aimed at giving its best-selling Ypsilon model unisex appeal rather than be seen as a car mainly for women.

The spot features an encounter between Gabbana and a fallen angel as part of an attempt to make the supermini introduced by Lancia 11 years ago more attractive to young urban drivers.

Shot on the island of Lanzarote, the commercial shows an Ypsilon coming to a halt amid a desert of volcanic lava. Gabbana steps out as the angel drops from the sky. The pair embrace before speeding off in the car, the angel having abandoned her wings.

Armando Testa, which created the spot, said it was intended to celebrate temptation and desire and a wish for change.

Project: Worldwide corporate campaign
Client: MasterCard Worldwide
Brief: Show how MasterCard is at the heart of commerce
Creative agency: McCann Erickson, New York
Writer: Robert Frost
Art director: Michele Raso
Planner: John Kottmann
Media agencies: GSD&M (US), Universal McCann (other markets)
Media planner: n/s
Production company: PSYPO
Directors: Pakorn Bupphavesa, Haejin Cho
Editor: Brett Goldberg
Exposure: Global TV


MasterCard has opted for complex animation in new advertising that attempts to make its message stand out from the usual "corporate wallpaper".

McCann Erickson in New York created the spot that avoids what the agency describes as the usual cliche-ridden corporate work using "people of different nationalities wearing hard hats and carrying laptops in front of hi-tech buildings". The campaign is directed at business leaders and financial institutions, and aims to show how MasterCard drives value for its partners.

The film opens with a voiceover that describes MasterCard as "just a piece of plastic that lives in your wallet", but goes on to explain and illustrate how it is much more than just a credit card.

Project: France Football
Clients: Christophe Chenut, president; Marie Gerard, communication and
marketing director, SNC L'Equipe
Brief: Reaffirm France Football's uniqueness and standard-reference
Creative agency: DDB Paris
Writer: Celine Landa
Art director: Benjamin Marchal
Media agency: Media Planning Group
Media planner: n/s
Production company: Les Telecreateurs
Director: Didier Barcelo
Post-production: Home Digital Pictures
Audio Post-production: Studio/DDB
Exposure: National TV, cinema, internet


France Football is out to reaffirm its reputation as one of Europe's outstanding sports titles in a highly competitive market with new advertising that plugs into fans' obsession with the game.

Under the theme "When you talk football, you talk football", the new national TV spot focuses on how passion for football can survive any adversity.

The film features two men at the top of a cliff talking about their team's tactics when one falls over the edge. His companion, desperate to keep the discussion going, leaps after him.

They are still talking as they tumble to the bottom of the cliff where, dishevelled and covered in mud, they pick themselves up as if nothing has happened.

France Football, a bi-weekly containing football news from all over the world, is best known for its Ballon D'Or annual award to Europe's best player.

Projects: Fishing, jar
Clients: Judy Hue, global executive director, advertising and branding;
Katy Brady, leader, global advertising and brand, GE
Brief: Underline GE's commitment to renewable energy
Creative agency: BBDO New York
Writer: Brad Roseberry
Art director: John Leu
Media agency: OMD
Media planner: n/s
Production company: Traktor
Directors: Pontus & Patrik
Editor: Emmanuel Lubezki
Post-production: MacKenzie Cutler, Buzz
Exposure: National TV


GE, the jet engines-to-plastics group, is reinforcing its credentials as a renewable energy provider in new TV advertising under the theme "Ecoimagination".

Norwegian trawlermen and a family in Patagonia feature in the spots, which promote the company's expertise in water desalination and wind power.

In one ad, the trawlermen are seen hauling in their nets. But instead of fish, they contain bottles of water. A voiceover explains that GE's desalination plants produce more than three billion bottles of fresh water a year.

The other spot shows a small boy trying to capture the wind in a jar as a birthday present for his grandfather. The story aims to underline GE's claim to produce wind turbine power for one million families annually.