The Work: New campaigns - The world

Project: Instinct, fast reimagined
Client: Lexus
Brief: Launch the Lexus LS 600h in the US
Creative agency: Team One
Writer: John Hage
Art director: n/s
Planner: Mark Miller
Media agency: Team One
Media planner: Paul Silverman
Production companies: Gorgeous Enterprises (instinct), Anonymous Content
(fast reimagined)
Director: Peter Thwaites
Editors: Angus Wall, Adam Pertofsky, Rock Paper Scissors
Post-production: A52
Audio Post-production: Mit Out Sound (instinct), Noises Digital (fast
Exposure: National TV, cable


Toyota is launching its new Lexus-branded hybrid car into the US with national TV advertising that promotes the model's performance and safety features under the theme: "The pursuit of perfection."

The Lexus LS 600h, which will go on sale in the US this summer, is part of a major investment in hybrid vehicles by Japan's biggest car-maker. Executives believe that growing consumer concern for the environment, as well as higher petrol prices, will attract even wealthy buyers to the new model.

Toyota plans to be selling one million hybrids after 2010. The US launch is being spearheaded by two spots. One compares a jet car's performance with that of the Lexus, which it describes as "the new fast". The other ad shows the car's safety features kicking in during the slow-motion build-up to an impact with a truck.

Project: Dance-off
Clients: Rosaleen Kelly, head of marketing; Patricia Byrne, senior
manager, marketing communications, Halifax
Brief: Launch the Halifax current account into the Irish market
Creative agency: Publicis QMP
Writer: Ronan Nulty
Art director: Nicholas Pereira
Media agency: Zenith
Production company: Radical Media
Director: Gary Friedman
Post-production: The Moving Picture Company
Exposure: National TV


Halifax is trumpeting its move into the Irish market with new advertising that positions it as a young and dynamic "challenger" brand, ready to take on the old banking establishment.

The launch commercial promotes Halifax's current account, which pays 10 per cent interest on credit balances. Halifax claims this is an offer that has never been made to Irish banking customers before.

The film underlines the proposition by featuring two Halifax staff on their way home from work, when they are confronted by a gang of angry and disgruntled bankers.

The Halifax employees are taken aback when, instead of attacking them, the bankers begin a "dance-off". However, the Halifax men demonstrate enough energy and ingenuity to win the day.

Project: Prison break
Client: Catherine Brandenberger, marketing director, Energizer France
Brief: Demonstrate the extreme precision of Wilkinson razors
Creative agency: JWT Paris
Writer: Vincent Pedrocchi
Art director: Xavier Beauregard
Planner: Marc Reynolds
Media agency: Mediaedge
Media planner: Laure Tainturier
Photographer: Yann Lepape
Exposure: National press


Energizer France draws inspiration from the popular US drama series Prison Break in a new national press campaign, which highlights the precision of its Wilkinson razor brand.

The TV series is based on the story of a man sentenced to death for a crime he did not commit, and his brother's elaborate plan to help him escape the death sentence.

The JWT Paris spot takes its cue from a tattoo that covers the upper body of the main character. The tattoo plays a major part in the story, because it incorporates the blueprints of the prison from which he is attempting to escape.

Project: Superheroes
Client: Hospital Aleman
Brief: Promote Hospital Aleman's medical insurance for children
Creative agency: Del Campo Nazca Saatchi & Saatchi
Writer: Ariel Abramovici
Art director: Bruno Acanfora
Media agency: Starcom MediaVest
Photographer: Ale Burset
Retouching: Pablo Romanos
Exposure: National magazines


Bandaged children dressed in the costumes of their favourite comic-book heroes are featured in new advertising to promote a children's healthcare insurance plan offered by one of Argentina's leading hospitals.

The national print campaign has been launched on behalf of the Hospital Aleman in Buenos Aires.

Del Campo Nazca Saatchi & Saatchi has created three executions, suggesting that children at play can feel as invincible as their superheroes, and are, therefore, in need of improved health insurance cover.

Hospital Aleman, which opened its doors in 1867, works as a non-profit organisation with 240 beds and 11 operating theatres.