The Work: New Campaigns - The world

SMITH'S - HAPPY TOGETHER - AUSTRALIA
CREDITS
Project: Happy Together
Client: Gerrard Smith, marketing director, The Smith's Snackfood Company
Brief: Show the infectious happiness that a simple bag of crisps can
create
Creative agency: Clemenger BBDO Sydney
Writers: Gary Dawson, Paul Sharp
Art directors: Gary Dawson, Paul Sharp
Planner: Tony O'Halloran
Media agency: EightyKs
Media planner: Cath Barnard
Production company: The Sweet Shop
Director: Andy Lambert
Editor: Stuart Morley
Post-production: Post Modern
Audio Post-production: Jamie Hylton, Speed of Sound
Exposure: National TV

THE LOWDOWN

Hundreds of building-site workers sing along to The Turtles' hit Happy Together in a new commercial aimed at reinforcing the appeal of Smith's crisps to a predominately blokey target audience.

Created by Clemenger BBDO in Sydney, the spot marks the first brand campaign in Australia for the product for several years.

The commercial begins with one hard-hatted worker singing of his joy at eating a packet of crisps during his lunchbreak. Soon, all his workmates are joining in.

The manufacture of Smith's crisps in Australia dates back to 1931, when the company was set up by Frank Smith, who had earlier established the brand in the UK.

Frito-Lay bought the business nine years ago.

ISRAEL AIDS TASK FORCE - OH MY GOD, FANTASY - ISRAEL
CREDITS
Project: Oh my God, fantasy
Client: Israel Aids Task Force
Brief: Stop young people risking Aids by reverting to unsafe sex
Creative agency: Shalmor Avnon Amichay/Young & Rubicam
Writers: Yaneev Avital (Oh my God), Amit Gal (Fantasy)
Art directors: Gallit Attia (Oh my God), Uri Dagan (Fantasy)
Planner: Hilla Tamir
Media agency: United
Media planner: Tal Paret
Production companies: Shoshi and Udi (Oh my God), In-house (Fantasy)
Directors: Oded Ben Nun (Oh my God), Uri Dagan (Fantasy)
Editors: Shay Appelberg (Oh my God), Uri Dagan (Fantasy)
Exposure: National TV

THE LOWDOWN

A multimedia campaign has launched to remind young Israelis, many of whom have returned to having unprotected sex, that Aids remains a mass killer.

The Israel Aids Task Force is behind the new offensive, which embraces national TV, print and viral advertising.

Its aim is to stop young people from becoming complacent and not to forget that, although Aids has been around for a long time, it remains deadly.

The TV campaign is spearheaded by two commercials. One focuses on the ecstatic face of a woman enjoying sex after a romantic meal, but warns that "praying to God won't help".

Another, set in a deserted cemetery, asks: "What's your fantasy?" It goes on to match some of the answers ("A morning quickie", "From behind") with shots of the graves.

MERCEDES M-CLASS - REFLECTIONS - FRANCE
CREDITS
Project: Reflections
Client: Bertrand Saugnac, marketing and communication director,
Mercedes-Benz
Brief: Show the versatility of the M-Class
Creative agency: CLM BBDO
Writer: Nicolas Hurez
Art director: Celine Artigau
Media agency: Mediaedge:cia
Media planner: Eric Mourouvin
Production company: Stink
Director: Psyop
Editor: Daniel Bergmann
Post-production: Psyop
Audio Post-production: Sparkle Horse
Exposure: National TV

THE LOWDOWN

Mercedes-Benz is putting new advertising support behind its M-Class sports utility vehicle in France with a campaign aimed at showing off its versatility.

The new spot, through CLM BBDO, tells would-be customers: "Your life is one big adventure playground."

Shot in black and white, the commercial features a camera circling the vehicle, filming a wide range of reflections as it does so. These range from horse riders to an ocean-going yacht that turns into a child's model boat.

Mercedes began building the M-Class in the US in 1998 as part of its plans to transform itself into a global player. However, the model failed to find favour with motoring journalists, who labelled it too American. Last year, the company spent almost $600 million on a partial redesign.

SUNSILK - COLOR SHOWDOWN - US
CREDITS
Project: Color showdown
Client: Esther Lem, vice-president of haircare, Unilever North America
Brief: Launch Sunsilk Color Boosts
Creative agency: JWT New York
Writers/art directors: Bee Reynolds, Sara Worthington, Colin Gaul,
Armando Flores
Planner: Jodi Coppernoll
Media agency: MindShare Chicago
Media planner: Susan Noble
Production company: Smuggler
Director: Henry-Alex Rubin
Editor: Glen Fox
Exposure: National TV

THE LOWDOWN

Unilever is stirring up the age-old rivalries between blondes and brunettes in new TV advertising promoting its Sunsilk haircare range.

Each side "declares war" on the other in a trio of commercials launching Sunsilk Color Boosts.

JWT New York created the spots, which are being backed by print activity. The campaign's aim is to link the Sunsilk brand more closely with its consumers by driving them to the Colorshowdown.com website.

Unilever introduced the Sunsilk range to the US last year. It is the market-leading haircare brand in Asia, Latin America and the Middle East.