The Work: New Campaigns - The World

Project: Born to play
Client: Laurel Lindsay, vice-president of marketing, Toronto Blue Jays
Brief: Increase awareness and likeability of the Blue Jays players to
drive single day-ticket sales
Creative agency: Publicis, Toronto
Writer: Miles Markovic
Art director: Mark Spalding
Media agency: MBS
Production company: Partners Film, Toronto
Director: James Howarth
Editor: Leo Zahartos, Blue Highway
Exposure: TV in Ontario


The Toronto Blue Jays, the only baseball team outside the US to have won a World Series, offers a tongue-in-cheek look at the precocious talents of some of its biggest stars in new advertising to pull in more fans.

Under the theme "Born to play", the three ads hark back to the 70s and 80s childhoods of the players.

One lad amazes his father by massively out-casting him on a fishing trip, while another attracts a girl in a tower block by throwing stones at her window with pinpoint accuracy. A third avoids eating his sprouts by tossing them into the garden.

Publicis in Toronto created the commercials, shot on colour-reversal film, which was in widespread use 30 years ago, to give them an authentic look.

Project: World Extreme Cage Fighting
Client: Versus TV
Brief: Extend the level of interest in cage fighting
Creative agency: The Brooklyn Brothers
Writers: Guy Barnett, Mike Pierantozzi
Art directors: Stephen Rutterford, Jamie Massam
Media agency: Horizon
Production company: Radical Media
Director: Derek Cianfrance
Editors: John Young, Sam Welch
Post-production: Homestead Editorial
Audio post-production: Phantom
Exposure: National TV


Versus TV, the US channel, has launched a campaign to convince viewers that those taking part in the sport of cage fighting require brain as well as brawn.

The Brooklyn Brothers, the New York agency, created the spots, which attempt to draw people into the world of cage fighters. They feature the fighters' preparations, the contest and the aftermath.

The hope is that the films will extend interest in the sport by presenting the fighters as real people.

Guy Barnett, one of the writers, said: "The prevailing view of cage fighting is that of two thugs climbing into a locked cage then pummelling one another with anything-goes rules until someone quits or is knocked out. But the true fans understand these guys are actually incredible athletes. To prevail takes intense physical and mental preparation."

Project: The road
Clients: Hans De Visser, marketing director; Nicolas Cicuendez,
marketing communications manager; Laura Crespo, advertising manager, BMW
Brief: Promote the BMW X3's adaptability
Creative agency: SCPF, Madrid
Writer: Tomas Gui
Art director: Marta Llucia
Media agency: Carat, Madrid
Media planners: Patricia Fernandez, Jaime Fernandez
Production company: Nexus
Director: Johnny Kelly
Post-production: Metropolitana
Exposure: National TV


BMW is promoting its compact sports utility vehicle, the X3, to potential customers in Spain by inviting them to "be the road".

The new campaign, the work of the Madrid agency SCPF, presents the road as a way of making a personal journey, comparing it to many things, from "the start of a film" to "a constellation of stars".

The agency says the rhythm of the images will encourage viewers to travel their own road and adapt to it, just as the X3 does.

The German automaker introduced the X3 at the Detroit Motor Show in 2003 to compete with models such as the Land Rover Freelander. The vehicle is based on the BMW 3 Series.

Project: Loving the city
Client: Pierre Mongin, chief executive, RATP
Brief: Raise RATP's profile in advance of the opening up of the public
transport system to more competition
Creative agency: Euro RSCG C&O
Writer: n/a
Art director: Gilles Fanuchi
Media agency: Alter Ego
Production company: Les Telecreateurs/MJZ
Director: Dante Ariola
Editor: Warner Chappell Music
Post-production: Home DP
Audio post-production: THE
Exposure: National, cable and satellite TV


RATP, the Paris transport authority, is reacting to the opening up of France's transport system to new competitors in 2010 by returning to TV advertising after a 13-year absence.

The new initiative is aimed at establishing RATP as a socially responsible company capable of meeting new transport challenges, while attracting the best talent in an increasingly competitive market. It also wants to promote its engineering expertise, having been involved in the design of metro systems across the world.

The company, which has 44,000 employees, operates 14 Metro lines and 330 bus services, has been carrying out a major transformation programme since Pierre Mongin's appointment as its chief executive in 2006.

Euro RSCG C&O drafted in the Cannes gold Lion-winner Dante Ariola to direct the film, which features a virtual character projected into the real Paris, where he finds a city full of contrasts and emotions.