Feature

The Work: New Campaigns - The World

RAY-BAN - YARN BALL - US
CREDITS
Project: Yarn ball
Client: Ray-Ban
Brief: n/s
Creative agency: Cutwater
Writer: Noah Phillips
Art directors: Kele Dobrinsky, Dan Kenneally
Media agency: n/s
Production company: Caviar
Director: Chuck McBride
Editor: Nathan Petty
Post-production: Plank
Exposure: TV, print

THE LOWDOWN

A familiar advertising scenario - balls rolling down the hills of San Francisco - plays out in the latest Ray-Ban spot, created by Cutwater and directed by Chuck McBride.

In the ad, two guys, both sporting Ray-Ban glasses, drive to the top of one of the city's famously hilly streets, where they release a giant ball of red yarn from the back of their truck.

They watch as it tumbles and unwinds its way down the road before finally coming to a halt in a park.

A dizzy man, wearing a helmet and Ray-Bans, emerges from the diminished bundle of thread, having been encased in it the whole time.

The strapline reads: "It's all downhill from here."

PEPSI - THROWBACK - US
CREDITS
Project: Throwback
Client: Pepsi
Brief: n/s
Creative agency: TBWA\Chiat\Day Los Angeles
Writer: John Witting
Art director: Jamin Duncan
Media agency: n/s
Production company: n/s
Director: Tuesday McGowan
Editor: Alan Chimenti
Audio Post-production: Margarita Mix Santa Monica
Exposure: TV

THE LOWDOWN

Pepsi has been given a retro makeover in the latest TV ad from TBWA\Chiat\Day Los Angeles.

Psychedelic graphics plus kaleidoscopic shapes and tunnels form around the Pepsi logo as a disco-dancing woman, complete with a 70s-style afro, is shown boogieing with a can of the soft drink in her hand.

Butterflies, bubbles and a rainforest scene also appear in a quick-fire montage of colourful imagery.

A bluesy male voiceover states that Pepsi Throwback is "made with natural sugar, only for a limited time".

PETIT BATEAU - THE MONTHS - FRANCE
CREDITS
Project: The months
Client: Petit Bateau
Brief: n/s
Creative agency: BETC Euro RSCG
Writer: Veronique de Surmont
Art directors: Florence Bellisson, Cyril Arandel
Planners: Remi Babinet, Florence Bellisson
Media agency: n/s
Photographer: Benni Valsson
Exposure: Print, outdoor

THE LOWDOWN

Petit Bateau is highlighting the fact that it produces clothes for people of all ages, not just babies, with a new print campaign by BETC Euro RSCG.

Each execution features a photograph of two people of different ages wearing Petit Bateau clothing.

Above their heads is their name and age in months, with the word "forever" inscribed below.

DUREX PLAY O - ASTRONAUTS - SOUTH AFRICA
CREDITS
Project: Astronauts
Client: Tim Byrne, chief executive, Incolabs South Africa
Brief: Advertise orgasmic gel for women
Creative agency: Morrisjones&co, South Africa
Writer: Toni-Lee Cheiman
Art director: Ana Nicole Rocha
Planner: n/a
Media agency: Mediology
Media planner: Celeste Olivier
Illustrator: Wayne Troskie, Dxf Extreme Effects
Exposure: Print

THE LOWDOWN

The Johannesburg-based agency Morrisjones&co has created an orgasmic print campaign for Durex featuring two astronauts.

Promoting the brand's orgasm-enhancing lubricant Play O, the ad shows the spacemen floating above Earth.

In a bid to emphasise the intense pleasure the product can give women, one astronaut is shown asking the other: "Did you hear that?"

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