The Work: New Campaigns - The world

Project: Stains
Client: Erika Herrero, marketing director, Ariel, Latin America
Brief: Reinforce Ariel's positioning as a stain-removal "expert"
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writer: Jorge Ponce Betti
Art director: Gabriel Huici
Media agency: Starcom MediaVest
Photographer: Matias Posti
Retouching: Pablo Romanos
Exposure: Magazines, outdoor


Ariel, the detergent that has been heavily promoted on its stain-removing powers since Procter & Gamble launched the brand almost 40 years ago, sustains the tactic, but offers a contemporary twist in new advertising for Latin America.

The print campaign, produced by Del Campo Nazca Saatchi & Saatchi in Buenos Aires, underlines Ariel's claim to be a stains "expert".

The ads are intended to overcome consumers' fears that in order to remove a stubborn stain, they must use a product that could damage the fabric.

Each of the five executions features a different fabric in the shape of a tough stain.

Project: Other dealerships
Client: Jill Lajdziak, general manager, Saturn Division, General Motors
Brief: Exploit the Aura being named North American Car of the Year
Creative agency: Deutsch Los Angeles
Writer: Eric Springer
Art director: Mike Bryce
Media agency: GM Planworks
Production company: RSA, Los Angeles
Director: Jake Scott
Editor: Geoff Hounsell, Lost Planet
Post-production: Company 3
Audio Post-production: Ravenswork
Exposure: Network and cable TV


Saturn, the General Motors subsidiary, has launched new TV advertising for its Aura model, to exploit the fact that the mid-size saloon has been named North American Car of the Year.

The new campaign, created by Deutsch Los Angeles, also reflects the positioning of Saturn showrooms as being different from other dealerships because customers are not pressured by salespeople.

The spot shows a Saturn dealer driving along a road lined with balloon-festooned motor forecourts. Beside him in his Aura is a cardboard box. When he reaches his showroom, he opens the box to reveal the Car of the Year award, which he places in the window. His rivals wave at him while a voiceover declares: "Humble, even in victory." Saturn is well-known for its "no-haggle" sales policy.

Project: Trendy
Client: Joao Campos, marketing director, Surf
Brief: Announce that Dero now has a fresher fragrance
Creative agency: Bartle Bogle Hegarty
Writer: David Chalu
Art director: Glen Gibbons
Planner: Ben Jenkins
Media agency: MindShare Romania
Production company: M-A-D-E
Director: Olly Raveux
Post-production: The Mill
Audio Post-production: The Factory
Exposure: National TV


Down-to-earth humour is being exploited again by Unilever in order to drive sales of Surf in Romania, where the laundry product is marketed as Dero.

Bartle Bogle Hegarty produced the new 40-second spot, which continues the irreverent approach first adopted two years ago, to underscore the brand's "fresher fragrance" message.

The commercial is set in a Romanian couple's weekend ski retreat, where a middle-aged man is showing off his trendy new ski outfit.

Meanwhile, his wife takes a pack of Dero from their provisions and points out that it even removes urine stains. The man says he is in full control of his faculties and has no need of such things.

However, a close encounter with a pack of salivating wolves outside their front door swiftly makes him realise that he might need Dero after all.

Project: Life is now
Client: Paolo Bertoluzzo, general manager, Vodafone Italy
Brief: Relaunch Vodafone in Italy
Creative agency: 1861 United
Writer: Stefania Siani
Art director: Federico Pepe
Planner: Nicola Belli
Media agency: OMD
Production company: Mercurio
Director: Giuseppe Capotondi
Audio Post-production: Baldi
Exposure: National TV, cinema


The international footballers Francesco Totti and Gennaro Gattuso have been signed by Vodafone to front a campaign to relaunch the brand in Italy.

Totti, the Roma captain, and Gattuso, the AC Milan midfielder, star in the campaign that is aimed at showing people that by subscribing to Vodafone, they become part of a family of more than 27 million people.

The campaign, under the theme "Life is now", comprises two 60-second spots, which show how small actions can explode when they are multiplied by millions.

The advertising is the first to be produced for the brand by the Milan agency 1861 United since winning the business in a pitch against McCann Erickson, JWT and Ogilvy & Mather.