The Work: New Campaigns - The World

Project: Hillux Buddy campaign
Clients: Marius Vorster, vice-president marketing planning and
communications; Pieter Klerck, senior manager marketing communications
planning and advertising, Toyota
Brief: n/s
Creative agency: DraftFCB Johannesburg
Writers: Molefi Thulo, Jonathan Stilwell
Art director: Ivor Forrester
Planner: Liesel Eales
Group account director: Mike di Terlizzi
Media agencies: DraftFCB Johannesburg (strategy); The Media Shop
Media planner: Gwen Bezuidenhout
Production company: Bouffant Productions
Director: Dean Bloomberg
Editor: Tessa Ford
Post-production: Sinister Studio
Exposure: National TV


Buddy the boxer dog returns to the small screen in his second ad for Toyota South Africa, starring in this latest work by DraftFCB Johannesburg.

Sitting in the back of the car, Buddy gives a running commentary out of the window, injecting humorous jibes at the many sheep which appear along the way.

The campaign uses man's best friend to remind consumers that Toyota vehicles are "loyal" and will never let you down.

Project: Words
Client: Alice Holzman, sponsorship and commercial communication manager,
Brief: Position and differentiate Orange's internet offer in a saturated
Creative agency: Publicis Conseil
Writers: Olivier Desmesttre, Fabrice Delacourt
Art directors: Olivier Desmesttre, Fabrice Delacourt
Planner: Damien Sabatier
Media agency: n/s
Production company: Wanda
Director: Philippe Andre
Exposure: National TV, outdoor, online, print


Publicis Conseil focuses on the importance of etymology in this new campaign to promote Orange internet.

The campaign aims to communicate that one word can have many different meanings, with visual representations of everyday scenarios to highly emotional, intense moments played out in contrasting settings.

The term "internet", like the words used in the ad, has also developed a variety of different meanings. The ad urges us to understand that there is "internet" and there is "internet by Orange".

The TV execution is supported by outdoor, digital and print work.

Project: The Weak Shop
Client: BC Dairy Foundation
Brief: Instead of preaching to teens about health benefits, we're really
driving home our point that milk gives you energy by showing the
performance consequences of not drinking enough milk in an offbeat,
teen-relevant way
Creative agency: DDB Canada, Vancouver
Writer: Kevin Rathgeber
Art director: Colin Hart
Planner: Brett MacFarlane
Media agency: n/s
Production company: Steam/Filmgroup
Director: Benjamin Weinstein
Editor: Jonathan Morris
Post-production: Steam/Filmgroup
Audio Post-production: GGRP
Exposure: TV


To educate teens on the importance of getting enough milk in their diet, DDB Canada, Vancouver has launched an ad initiative, The Weak Shop, for BC Dairy Foundation.

Several people are shown in situations where standing for any period of time is necessary, from queueing at the bank to waiting to cross at the traffic lights. Young adults are featured throughout the ad with a brief reference to retired people at the end of the spot.

"Chair pants" are promoted as the solution to this "problem", cleverly engineered to stow away on any pair of trousers and assemble when needed. The voiceover explains that feelings of weakness are a common side-effect of not enough milk and offers two litres of milk free when consumers order a pair of chair pants.

The TV spot directs viewers to the website, where other "helpful" inventions are available to combat low energy and weakness.

Project: It's what we do
Client: Anheuser-Busch, InBev
Brief: No other beer gets guys and their rituals better than Budweiser
Creative agency: DDB Chicago
Writer: Pat Burke
Art director: Chris Carraway
Media agency: n/s
Production company: Imperial Woodpecker
Director: Stacy Wall
Editor: Grant Gustafson, Whitehouse
Post-production: Rob Churchill, Filmworkers
Audio Post-production: Dave Gerbosi, Another Country
Exposure: TV


Celebrating American masculinity, DDB Chicago saturates this latest work for Budweiser with quintessential male pastimes; sport and beer.

Launching two TV executions called "carrying a round" and "greetings", the work aims to identify with male behaviours, from how men carry drinks to their method of shaking hands.

The first spot shows a man gathering drinks requests as he squeezes along his row at a baseball game. Various methods of carrying drinks back from the bar are then demonstrated.

The second spot features the range of ways men greet one another but concludes that the most universal greeting is made by raising their drinks to each other.


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