The Work: New Campaigns - The World

Project: Bing
Client: Microsoft
Brief: Position Bing as a "decision engine" that helps people make
important decisions faster (focused in four key verticals - shopping,
travel, local and health)
Creative agency: JWT New York
Writers: Larry Silberfein, David Ekholm, Brock Kirby
Art directors: John Cornette, Andrea Schneider
Planners: Robin Bardolia, Rachel Rodgers
Media agency: Universal McCann
Production companies: MJZ, Hungry Man
Directors: Marcus Nispel, Bryan Buckley
Post-production: Cheryl Panek,Union Editorial
Exposure: TV, online


Microsoft has unveiled an advertising campaign to launch its new search engine, Bing.

The series of three spots is an attempt to gain back some of the search market share that it has lost to Google. Microsoft is pinning its hopes on Bing, with an adspend of more than $100 million.

The ads, entitled "intro ad", "Hawaii" and "cellphone", aim to position the search engine as a "decision engine" that enables consumers to cut out the clutter and make important decisions faster.

Project: What's your excuse?
Client: Las Vegas Convention and Visitors Authority
Brief: Consumers need a break, but worry about taking extended trips.
Having a good excuse to travel makes it easier to sneak away for a long
weekend and Las Vegas is the ideal place to do this
Creative agency: R&R Partners
Writer: Tony Marin
Art director: Steve Andrews
Planner: Kim Downing, R&R Partners
Media agency: R&R Partners
Media planner: Dave Kersey, R&R Partners
Production company: Hungry Man
Director: Roderick Fenske
Exposure: TV


R&R Partners has created two ads celebrating Las Vegas as the ultimate party spot - a place so good, you'll find any excuse to go.

In the first execution, a surgeon informs his colleague about "shin whack" - a traditional ritual where two men battle for the love of a woman by whacking each other's shins with a club. The custom is said to have lasted three days, so the surgeon explains he will be marking the occasion with three days in Vegas.

The second spot follows an equally ridiculous theme as a worker convinces his boss to let him have three days off in order to commemorate "chinchilla day" - an anniversary marking the day a Mexican town regained power over some gun-toting chinchillas.

Project: Spa Barisart - underwater bar fight, kung fu
Clients: Sophy Bryskere, Gwenolen Rouille, Philip Vandaele, Spadel
Brief: n/s
Creative agency: Duval Guillaume
Writer: Benoit Menetret
Art director: Jean-Marc Wachsmann
Media agency: n/s
Production company: Czar
Director: Erik Bulckens
Post-production: 3D Nozon
Exposure: TV


Duval Guillaume has created a new TV campaign for Spa Barisart sparkling water, which features a number of fight scenes filmed underwater.

In a bid to position the water as "water with more action in it", the ads feature an underwater bar brawl and a kung fu fight.

The first spot involves two men fighting over a woman in a bar. After one of the men tries to strangle the woman, the other steps in to save her, eventually catching a bullet between his teeth.

Meanwhile, in the second spot, a man and a woman engage in martial arts combat.

Project: Break-in
Client: Apple
Brief: n/s
Creative agency: TBWA\Media Arts Lab
Writer: Kevin Tenglin
Art director: Nathan Iverson
Media agency: n/s
Production company: Anonymous Content
Director: David Fincher
Exposure: TV


TBWA\Media Arts Lab is introducing the new iPhone with a Mission: Impossible-themed spot, directed by David Fincher, highlighting the new video recording feature.

The ad sees an intruder trying to catch a glimpse of the new phone in a development lab. The eager technophile levers in a video lens on a wire and rotates it around the new iPhone model in an attempt to assess whether it is different from the original iPhone.

An Apple worker then enters the room as they retract the lens and activates the video feature on the phone to discover the recent break-in has been recorded by the iPhone.


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