Feature

The Work: New campaigns - The World

SEAT - FIND YOUR INNER BULL - SOUTH AFRICA
CREDITS
Project: Find your inner bull
Clients: Carrin Merkel, marketing manager; Sonke Dandala, brand manager,
Seat
Brief: Promote the Seat Ibiza Cupra to a youthful target market
Creative agency: BAM, Cape Town
Writers/art directors: Wendy Moorcroft, Prabashan Pather, Mark Fisher
Media agency: Ogilvy BAM
Production company: Sub Urban
Director: Miles Goodall
Editor: Eugenie Tancred
Post-production: Priest CT
Audio Post-production: B&S Studios CT
Exposure: National TV

THE LOWDOWN

Volkswagen casts its Seat Ibiza Cupra sporting hatchback in the role of a charging bull in its first TV commercial for the Seat brand in South Africa.

The spot revolves around a new-age man reconnecting with his masculinity under the theme: "When your inner bull calls, listen."

The film is also the first to be produced by BAM, a recently formed Cape Town-based unit within the Ogilvy stable.

The South African actor and presenter Hlomla Dandala stars in the commercial as a man who hears the sound of a bull every time he puts on aftershave, eats sushi or practices yoga.

Finally, the animal confronts him and headbutts him through the air into a waiting Ibiza, which takes him on an adrenalin-pumping drive. The Spanish-themed soundtrack was written by the Springbok Nude Girls guitarist Theo Crous.

SAN ANGEL MEMORIAL - LUXURY COFFINS, URNS - MEXICO
CREDITS
Project: Luxury coffins, urns
Client: Federico Ortigosa, managing director, San Angel Memorial
Brief: Communicate the high standard of San Angel Memorial products
Creative agency: Lowe Mexico
Writer: Flavio Pantigoso
Art director: Enrique Arellano
Media agency: Lowe Universal Media
Media planner: Gabriel Mier
Production company: Catatonia Films
Director: Angel Gracia
Editor: Rafael Rivera
Post-production: Rec Play Audio
Audio Post-production: Rec Play Audio
Exposure: TV Azteca, Hallmark Channel, cable

THE LOWDOWN

A firm of undertakers has used Mexico's traditional "Day of the Dead" holiday to run some offbeat advertising inspired by the unique relationship Mexicans have with the subject of death.

Dating back to the Aztec period, the event is intended to celebrate children and the dead. It is not regarded as a morbid occasion but rather a festive time.

San Angel Memorial adopts some black humour in its campaign through Lowe Mexico. Each of the commercials features a technician setting up a microphone in front of a San Angel "luxury coffin" and an urn full of ashes. After a few seconds of silence, the endline claims that "no-one has complained yet".

Federico Ortigosa, the San Angel Memorial managing director, said: "It is important to differentiate ourselves by using humour to reach our target audience."

JIMMY DEAN - COLORLESS, BOULDER - US
CREDITS
Project: Colorless, boulder
Client: Jimmy Dean Foods
Brief: Launch Jimmy Dean D-Lights breakfast sandwiches
Creative agency: TBWA\Chiat\Day Los Angeles
Writer: Doug James
Art director: Chuck Monn
Planners: Tom Donovan, Andrew Butler
Media agency: Starcom Worldwide, Chicago
Media planner: Steve Bonner
Production company: Epoch Films
Director: Phil Morrison
Exposure: National TV

THE LOWDOWN

Jimmy Dean, the Sara Lee-owned food brand, is setting out to demolish the notion that healthy breakfasts have to be bland and boring in advertising to launch D-Lights breakfast sandwiches.

TBWA\Chiat\Day in Los Angeles created the two new TV spots running under the theme: "A third of the calories, half the fat, all the breakfast."

The new product, which consists of turkey sausage, egg whites and cheese on a wholegrain muffin, is introduced by three characters, Sun, Rainbow and Hail. They poke fun at tasteless "healthy" food and stress the need for eating a good breakfast.

NEW SOUTH WALES FIRE BRIGADE - BUSHFIRE - AUSTRALIA
CREDITS
Project: Bushfire
Client: Greg Wild, manager, community engagement and development unit,
New South Wales Fire Brigade
Brief: Advise people what they can do to protect their homes from
bushfires
Creative agency: Clemenger BBDO
Writer: Gary Dawson
Art directors: Gary Dawson, Paul Cottrell
Planner: Paul Blockley
Media agency: PACSU
Photographer: Geoff Boccalatte
Retouching: Giles Davies
Exposure: National press, magazines

THE LOWDOWN

As Australia moves into the bushfire season, firefighters have launched a print campaign advising people what they can do to protect their homes from being damaged or destroyed.

The New South Wales Fire Brigade is behind the initiative, which targets people living in rural areas and suburban dwellers living close to woods or forests.

Clemenger BBDO in Sydney has produced the advertising, which suggests that raking up leaves, placing old rags in drainpipes and filling gutters with water can lessen the chances of spot fires.

Bushfires in Australia tend to be most common and severe during the summer and autumn. The majority are caused by human activity, although some are the result of lightning strikes.