NCAS - BETTER WAYS TO DIE - SOUTH AFRICA
Project: Better ways to die
Client: Dr Yussuf Saloojee, executive director, National Council Against
Brief: Draw attention to the fact that tobacco kills
Creative agency: Lowe Bull, Johannesburg
Writer: Matthew Brink
Art director: Adam Livesey
Media agency: Initiative
Media planner: Tracy Kirkman
Production company: Surburban Films
Director: Dave Meinert
Editor: Shaun Brode, Riot
Audio Post-production: Freq'ncy
Exposure: National TV, outdoor
South Africa's latest anti-smoking campaign departs from the usual doom and gloom message by telling people: "Don't smoke. There are better ways to die."
It illustrates this with commercials showing a man drowning in a vat of beer and a woman being smothered under a mountain of new shoes.
The campaign, produced by Lowe Bull on behalf of the National Council Against Smoking, is a response to the problem that most smokers ignore warnings on tobacco products no matter how big and bold they are.
The TV spot is being supplemented with an outdoor campaign using buses and buildings to display such messages as "Stepping out in front of a bus kills" and "Jumping off buildings when pregnant harms your baby." This is accompanied by the line: "You wouldn't ignore this warning. Why ignore them on cigarette packs?"
IMPULSE - TRAIN, AIRPORT, RING, AIRPLANE - ARGENTINA
Project: Train, airport, ring, airplane
Clients: Pablo Gazzera, category marketing director; Alejandro Helou,
brand marketing director; Julieta Echeita, marketing brand manager,
Brief: Communicate the relaunch of Impulse
Creative agency: VegaOlmosPonce
Writer: Analia Rios
Art director: Ricardo Armentano
Planner: Diego Luque
Media agency: Initiative Media
Media planner: Ignacio Sicardi
Production company: Rebolucion
Director: Armando Bo, Lemon
Editor: Pablo Barbieri
Exposure: National TV, cable
Love scenes let down by unromantic men feature in four new commercials, which kick off new ad activity for Impulse deodorant in Argentina. The films offer a new twist to the brand's familiar "Men can't help acting on Impulse" theme. This time, though, the men ruin the romantic climax by letting the girls down. The campaign is intended to show how Impulse can make modern men more romantic.
In one spot, a man chases after a girl who is waiting in an airport departure lounge. He grabs the public address microphone and everybody expects he is going to propose. Instead, he says he isn't ready to make a commitment.
In another, a man takes a biplane to write a message in the sky for his girlfriend. However, the message does not say he loves her, but that he only likes her.
PASQUALE BRUNI - BODY AND SOUL - ITALY
Project: Body and soul
Client: Francesco Spanedda, communications director, Pasquale Bruni
Brief: Evolve the "body and soul" theme of Pasquale Bruni's previous
Creative agency: Armando Testa
Writer: Maurizio Sala
Art directors: Michele Mariani, Laura Sironi
Planners: Ezio Campellone, Daniela Gorni
Media agency: In-house
Photographer: Thiemo Sander
Retouching: Sprint Production
Exposure: National newspapers, magazines
Thiemo Sander, the fashion photographer who persuaded Victoria Beckham to bob her hair, has been drafted in by Armando Testa to shoot a series of sophisticated ads for the designer jewellery brand Pasquale Bruni.
The result is a series of six ads under the theme "body and soul", in which jewellery-bedecked models in sexy and provocative poses are juxtaposed with mirror images of their more serene inner selves.
Pasquale Bruni is named after its founder, who learned his craft in a small town located beside Italy's River Po and founded his company in 1976.
The brand, acclaimed for its refined production and meticulous finishing, is available at more than 500 outlets across Europe, the US, Japan and South America.
NATIONAL CAR RENTAL - GREEN MEANS GO - US
Project: Green means go
Clients: Jerry Dow, senior vice-president and chief marketing officer;
Susan Madigan, director of North American marketing, Vanguard
Creative agency: Fallon Minneapolis
Writer: Paula Maki
Art director: Michael Rogers
Media agency: Active International, New York
Media planner: Fallon
Production company: Outsider, Los Angeles
Director: James Rouse
Editor: Paal Rui
Exposure: National cable TV
National Car Rental emphasises the speed of its service with a trio of new commercials, each featuring a comic demonstration of the need for a fast getaway.
The 15-second spots promote the Emerald Club, National's offer under its Vanguard brand, which allows customers to bypass the counter, choose their own car and obtain an e-receipt.
In one ad, an escaping bank robber finds his getaway car has been clamped. In another, a surgeon examines his patient's X-ray, only to discover that he has left a pair of surgical scissors inside him. In the third, a restaurant customer feels the need for a swift exit when he meets the chef in the toilet and is advised to avoid the scampi.