The Work: New Campaigns - The World

Project: Brand campaign
Client: Peter Sachse, president of corporate marketing, Macy's
Brief: Position Macy's as America's star department store for fashion,
beauty and home brands
Creative agency: JWT New York
Writer: Damian Totman
Art director: Matt MacDonald
Planners: Robin Bardolia, Kajsa Mclaren
Media agency: Mediaedge:cia
Media planner: Sireesha Baljewpalli
Production company: Saville Productions
Director: Barry Levinson
Editor: Steve Hamilton
Post-production: Framestore CFC
Audio Post-production: Glen Landrum, Sound Lounge
Exposure: National TV, internet


Donald Trump, Sean Combs, Jessica Simpson, Martha Stewart and Tommy Hilfiger are among a galaxy of famous faces drafted in to star in a new TV branding campaign for Macy's, the world's biggest department store group.

It comes as US clothing retailers face their worst season for five years, having been caught out by unseasonably high temperatures in what should be the busiest shopping period of the year. Macy's derives 85 per cent of its sale from clothing, shoes and accessories.

The commercial marks the first US national TV spot to be directed by the Oscar-winning film-maker Barry Levinson, whose credits include Rain Man and Good Morning, Vietnam.

The campaign, which will run throughout the autumn, is aimed at showcasing the range of fashion and home designers who "work" under Macy's roof in New York.

Project: Cockroach mosquitos quit India
Client: Godrej Sara Lee, India
Brief: Grow the aerosol insect spray market
Creative agency: Publicis Ambience, Mumbai
Writer/art director: Prasanna Sankhe
Media agency: Madison
Production company: Equinox Films
Director: Ram Madhvani
Editor: Prime Plus
Exposure: National TV


A spoof Chinese TV news broadcast appearing to show the country being invaded by millions of bugs is being used to bolster the position of India's market-leading insect aerosol.

Hit, which is owned by Sara Lee, already claims a market share of almost 60 per cent.

The campaign aims to increase the size of the market by promoting the accessibility of the new modestly priced Hit spray.

Shot in and around Shanghai with a Chinese cast and a Mandarin-speaking "news anchorman", the spot suggests what might happen if everybody in India owned a can of Hit, forcing insects to migrate to neighbouring countries.

Project: Mouth 2 mouth, autopilots
Client: Suan Teo, associate director, marketing support, Science World
Brief: Highlight Science World's work in stimulating positive attitudes
towards science and technology
Creative agency: Rethink Communications, Vancouver
Writer: Jono Holmes
Art director: Rob Sweetman
Production company: OPC, Toronto
Director: Michael Downing
Editor: Glen Wilson
Post-production: JMB Post-Production
Audio Post-production: Wave Productions
Exposure: TV in British Columbia


Science World, the British Columbia-based non-profit organisation that stimulates interest in science and technology, is running a TV campaign posing some everyday scientific questions while assuring viewers: "We can explain."

One spot asks whether frequent flying can shrink the brain. In it, two pilots are waiting for their flight. One is doing a crossword but has trouble thinking of a three-letter synonym for feline beginning with the letter C. His colleague suggests that a synonym is "a spice you put on porridge".

In the other spot, three people at a swimming pool party debate whether they should give their unconscious friend mouth-to-mouth resuscitation because his saliva might contain urine.

Project: Engineers
Clients: Ed Zander, chairman and chief executive; Michael Tatelman,
vice-president Asia Pacific; Jeremy Dale, vice-president of marketing
mobile devices, Motorola
Brief: Launch RAZR 2
Creative agency: Ogilvy Beijing
Writers/art directors: Andrew Lok, Wilson Chow, Nils Andersson
Planners: Andrew Lok, Wilson Chow, Nils Andersson
Media agency: MindShare
Production companies: H Films, Milan; Hungry Man, London
Director: Owen Harris
Editor: Marco Perez
Post-production: Avalon, Top Digital
Exposure: Global TV, cinema, internet


Motorola takes a swipe at what it claims are copycat rivals in new global advertising promoting the arrival of its next-generation mobile device, RAZR 2.

Ogilvy Beijing created the campaign, which is being spearheaded by a trio of commercials purporting to feature rival company engineers screaming and banging their heads in frustration at the RAZR 2's styling and special features.

Each spot ends with the line: "Sorry. We didn't mean to create such a fuss."

Launched in May, RAZR 2 boasts a number of cutting-edge features including so-called "Crystal Talk" technology that automatically adjusts volume and tone based on ambient noise. "This device takes the world's best-selling feature-phone to the next level," Ed Zander, Motorola's chairman and chief executive, said.