Feature

The Work: New Campaigns - The World

DIRECTV - MEET ME HALFWAY - US
CREDITS
Project: Meet Me Halfway
Clients: Paul Guyardo, executive vice-president sales, chief marketing
officer; Jon Gieselman, senior vice-president, advertising and PR,
DirecTV
Brief: n/s
Creative agency: Deutsch Los Angeles
Writer: Howard Hill
Art director: Ryan McLaughlin
Media agency: n/s
Production company: Little Minx Los Angeles
Director: Ben Mor
Editor: Lance Pereira
Exposure: TV

THE LOWDOWN

The R&B band the Black Eyed Peas front this latest campaign by Deutsch Los Angeles to promote the quality and quantity of channels available via DirecTV.

The stars appear in various intergalactic and fantastic locations, such as on the moon and in a garden wonderland, as they perform their single Meet Me Halfway and explain the great deals and HD channels available with DirecTV.

The 15- and 30-second spots were directed by Ben Mor.

ZAMAN - PREJUDICES - TURKEY
CREDITS
Project: Prejudices
Client: Zaman
Brief: n/s
Creative agency: Ogilvy & Mather Istanbul
Writer: Gurkan Gunaydin
Art directors: Hami Kural, Evren Dinler
Media agency: n/s
Production company: Kala Film
Director: Fatih Kizilgok
Exposure: TV

THE LOWDOWN

Ogilvy & Mather Istanbul has launched a campaign for the newspaper Zaman, which aims to position the publication as one that demolishes prejudices that act as obstacles in society.

People are shown in open spaces, galleries, libraries and other public and private surroundings finding their paths and actions blocked by invisible walls.

Children cannot play together, a man cannot enter a city and government ministers cannot reach each other because of the unseen barriers in their way.

The end of the ad shows the man breaking through the invisible wall and running into the city.

NIKE - SLAP - US
CREDITS
Project: Slap
Clients: Alex Lopez, director of brand connections; Andy Whiteside,
associate brand manager, Nike
Brief: Dimensionalise "Become legendary" through Michael Jordan's
approach to team building
Creative agency: Wieden & Kennedy New York
Writer: Andy Ferguson
Art director: Ricardo Viramontes
Planner: Neal Arthur
Media agency: n/s
Media planners: Kevin Porter, Alissa Jenkins, Troy Valls
Production company: MJZ
Director: Rupert Sanders
Editor: Neil Smith
Exposure: TV

THE LOWDOWN

Wieden & Kennedy New York has unveiled "slap", the latest chapter in the "Become legendary" campaign for Nike's Jordan brand, which aims to demonstrate the importance of teamwork among athletes and inspire today's youth to follow suit.

The ad reveals the tough and emotional side of being a professional athlete, the disappointment and self-belief, the rigorous training it takes to be the best and, ultimately, the need to support one another in order to succeed.

The campaign communicates the ethos of "break to build" - that you often have to be broken to make yourself stronger.

NEW BALANCE - FEET ON HEAD - US
CREDITS
Project: Feet on head
Client: New Balance
Brief: n/s
Creative agency: BBDO New York
Writer: Avital Pinchevsky
Art director: Cesar Finamori
Media agency: n/s
Production company: RSA
Director: Bill Bruce
Editor: John Murray
Post-production: Nomad
Exposure: TV

THE LOWDOWN

A man sprouting feet from his head fronts this latest campaign for New Balance footwear from BBDO New York.

The man is shown running through the streets and then the park attracting bemused glances from passers-by who are startled by the pair of feet seemingly growing out of his forehead.

He takes a detour to the local hospital where the surgeons extricate his regular trainers from his actual feet and replace them with a pair of New Balance, at which point the feet disappear from on top of the man's head.

The campaign aims to encourage athletes and runners to wear the correct footwear so as not to cause themselves any distraction or problems while running.

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