The Work: New Campaigns - The World

Project: Full throttle
Client: Pio Schunker, vice-president of creative excellence for North
America, Coca-Cola
Brief: Promote the special magic of drag-racing
Creative agency: Mother New York
Writer: Greg Hunter
Art director: Mat Driscoll
Media agency: Starcom MediaVest Group
Production company: Greencard Pictures
Director: Linus Karlsson
Editor: Luis Moreno
Post-production: Manic
Audio Post-production: Manic
Exposure: ESPN2 sports channel


Coca-Cola is celebrating its sponsorship of the next series of big races run by the National Hot Rod Association with a series of six TV spots that pay homage to the history, spectacle and heroes of drag-racing.

Unbranded and filmed in black and white, the spots have been shot in a documentary style and will support the current NHRA Full Throttle Drag Racing Series.

Mother New York produced the films, which were shot over three days at the Pomona Raceway in California. They include interviews with some of the leading racers, including one of the motorsport's legendary figures, Don "The Snake" Prudhomme.

The association between Coke and the NHRA, which sets drag-racing's rules and hosts drag-racing events across the US and Canada, is one of the longest-running in US motorsport.

Project: In an Absolut world
Clients: Ian Crystal, brand director; Clare Kanter, senior brand
manager, Absolut
Brief: Continue the strategy of presenting ad scenarios that feel like a
natural fit with the Absolut brand
Creative agencies: TBWA\Chiat\Day New York, TBWA\SMP Philippines
Writer: Knox Balbastro
Art directors: Aaron Adler, Marta Ibarrondo, Denise Tee
Media agency: Carat
Media planners: Allison Elkies, Gina Smilyansky
Production companies: Person Films, HSI Productions
Director: Michael Hausmann
Editor: Rick Russell
Post-production: Final Cut
Audio Post-production: Sound Lounge
Exposure: Global TV


The latest worldwide TV ad campaign for Pernod Ricard's Absolut vodka features images of people in different parts of the globe kissing and embracing each other.

Supermarket checkout staff, a busker, a pair of African native farmers and an Asian bicycle repair man become the objects of affection in the latest stage of the brand's "in an Absolut world" campaign.

TBWA\Chiat\Day in New York and TBWA\SMP in the Philippines combined to create the spot for the world's third-largest spirits brand.

The "in an Absolut world" advertising, which began in 2007, attempts to present examples of what consumers might think constitutes a perfect - or Absolut - reality.

The advertising launches in the US, the brand's largest export market, before going global.

To view the ad, visit campaignlive.co.uk.

Project: Peer into a Soul
Client: Greg Hardy, national marketing manager, Kia Canada
Brief: Launch the Kia Soul into Canada
Creative agency: Publicis Toronto
Writer: Pat Parisi
Art director: Gary Holme
Planner: Richard Fofana
Media agency: ZenithOptimedia
Media planners: Mike Fielding, Linda Bagg, Alice Orr
Production company: Untitled Films
Director: Mark Gilbert
Editor: Mick Griffin
Post-production: Rooster Post Production
Audio Post-production: RMW
Exposure: National TV, online


Kia has begun a full-scale marketing drive to launch the Soul marque into Canada following an initial teaser campaign to stoke up interest in the Korean car-maker's new crossover supermini.

The groundwork for the campaign, called "peer into a Soul", was laid with a series of TV spots showing characters staring intently into the lens in order to ignite interest and drive traffic to the brand's website.

In the follow-up commercials, it becomes apparent that the characters are part of a set of storylines involving mobsters, a stalker and a man rushing to help a friend who has fallen down a well.

Gary Holme, a senior art director at Publicis in Toronto, who helped create the campaign, said: "To speak to a hip, urban target, you have to communicate in a language they can relate to."

Project: Mike, Kevin
Clients: Federico Bluthgen, marketing director; Nicolas Lopez Marti,
flavours marketing manager; Ubaldo Aguirre, brand manager, PepsiCo
Beverages Argentina
Brief: Strengthen the link between 7up and freedom
Creative agency: BBDO Argentina
Writer: Ariel Abramovici
Art director: Bruno Acanfora
Planner: Florencia Leonetti
Media agency: Relator
Media planner: Federico Paluszkiewicz
Production company: Rebolucion
Director: La Doble Nelson
Post-production: Pickle
Exposure: National TV


PepsiCo is attempting to build the 7up brand in Argentina with a national TV ad campaign that links the brand with the idea of freedom from life's little irritants.

The advertising is spearheaded by two national TV spots created by BBDO Argentina under the theme: "Free from what you don't want for yourself."

In one commercial, a young man called Kevin complains nobody remembers his name. His friend suggests he looks more like a "Raul" and gives him a baseball cap bearing his new moniker, instantly changing his fortunes.

In the other film, two friends discuss why one of them thinks he isn't "cool". They agree this is caused by "quotation marks disorder". This is immediately cured when the "quotation marks" are tossed into the sea.