The Work: New Campaigns - The world

Project: Ages
Client: Jetske Bouma, Olay brand manager, Procter & Gamble
Brief: Sustain Olay's claim to make users look younger than they are
Creative agency: Saatchi & Saatchi Amsterdam
Writer: Menno Schipper
Art director: Nils Taildeman
Media agency: Argo Media Group
Exposure: National press


Olay, the skincare brand that is now nearing its 60th birthday, has launched a new print campaign in The Netherlands that reflects its long-standing claim to keep users younger looking. Saatchi & Saatchi in Amsterdam has created the national newspaper initiative for the Procter & Gamble product.

The message that Olay can keep women looking younger than they are comes in a series of ads that appear to show a certain age. After a closer look, the true age is revealed.

Olay, which first appeared in 1949, was acquired by P&G in 1985. Since then, it has extended its heritage as a moisturiser that will help you to stay looking young by dominating the "anti-ageing" category.

Project: Legs
Client: Monster
Brief: Present Monster as the answer to everybody's job needs
Creative agency: BBDO New York
Writer: Steve McElligott
Art director: Jerome Marucci
Media agency: Mediaedge
Production company: MJZ
Director: Rupert Sanders
Editor: Bill Smedley
Post-production: Spotwelders
Audio Post-production: Mit Mout Sound, Sound Lounge
Exposure: Global TV


A genial giant with tree trunk-sized legs is the star of an offbeat new global TV spot for Monster, the online jobs website.

The new ad is one of a series of commercials produced by BBDO New York under the theme: "There's a perfect job for everyone. Your calling is calling."

The film opens with the giant waking up in a village somewhere in central Europe. To the tune of The Happy Wanderer, he strolls through the streets waving and smiling at his neighbours.

In a nearby field, he gets into an elevator that plunges hundreds of feet underground. It emerges that his job is to peddle the machine that provides the village with all its practical needs.

BBDO Worldwide won Monster's £77 million global account in September last year.

Project: Cigarettes or sex
Client: Eva Kralikova, head, Society for Treatment of Tobacco Dependence
Brief: Warn male smokers that they risk impotence
Creative agency: Leagas Delaney Prague
Writers: Hermann Waterkamp, Tereza Sverakova
Art director: Pauline Kerleroux
Media agencies: In-house, MediaCom
Media planners: Michaela Nahlovska, Julie Makalouskova
Photographer: Goran Tacevski
Exposure: National press


Anti-smoking campaigners in the Czech Republic are adopting a no-nonsense approach with new advertising warning male smokers that they risk impotence.

Leagas Delaney in Prague created the national press work, which poses the question: "What good is a smoker in the bedroom?"

The anti-smoking message is delivered using images of lingerie-strewn bedrooms, with men appearing only as decorative objects. One is depicted as a lamp stand, another as a coffee table.

All of the ads, produced on behalf of the Society for Treatment of Tobacco Dependence, carry the warning: "Smoking causes erection loss."

The press campaign is being backed by postcards drawing attention to the "Happy Impotent Club", which feature men crocheting. These are being presented to men, along with a needlework package, as they purchase cigarettes.

Project: Scooby Doo
Clients: Paul Guyardo, chief marketing officer; Jon Gieselman, senior
vice-president, advertising and PR, DirecTV
Brief: Promote DirecTV's advantages over cable
Creative agency: Deutsch Los Angeles
Writer: Adam Lowrey
Art director: Kathryn Carlile
Media agency: Deutsch Los Angeles
Production company: Lobo, Sao Paulo
Director: Lobo
Post-production: Riot
Audio Post-production: HUM Music & Sound Design, POP Sound
Exposure: Network and national cable TV


Scooby Doo, the cartoon dog who has been a staple of children's TV for almost four decades, has been drafted in to drive subscriptions for DirecTV, News Corporation's California-based broadcast satellite service.

The dog and his friends from "Mystery Inc", who roam the world solving baffling questions and mysterious goings-on, are featured capturing a cable engineer before he can stop anybody switching to DirecTV.

Created by Deutsch Los Angeles, the spot is part of an ongoing campaign featuring characters from popular movies and TV shows to promote the product.

The ads tout the service's picture quality and the number of channels available in high definition.