AUDI - DDB France

Seeking a distinctive approach to car advertising, Louis XIV DDB focuses on the Audi A4's design attributes. So rather than show the car negotiating hairpin bends, the agency's new creative directors, Alexandre Herve and Sylvain Thirache, decided to show how a strong design idea has transformed everyday objects.

So we see a pool table, a bath and a piano, all boasting elegant and eye-catching design. Set against an opulent background and with an eerie soundtrack, the ad's style is a refreshing change for the car sector and conveys the brand's core attributes of luxury and quality.

Client: Audi

Agency: Louis X1V DDB

Art director: Sebastien Pierre

Writer: Julien Rotterman

Production company: Addict, Paris Director H5

NIKE - Publicis Australia

With echoes of Wieden & Kennedy Portland's Grand Prix- winning "tag" spot for Nike, this 90-second TV and cinema ad shows a rugby ball being thrown between nine international players. Shot in London, players such as Lawrence Dallaglio and Dan Luger join the All Black legends Tim Horan and Jeff Wilson as well as 300 extras. This "keep the ball alive" campaign is the first time that Nike work from down under has been used by markets outside Australia and New Zealand.

Client: Nike Australia

Agency: Publicis Mojo Melbourne

Art director: Christy Peacock

Writer: Steve Jackson

Production company: Revolver Film, Los Angeles, Toronto

Director: Steve Rogers

THE ECONOMIST - Ogilvy RedCard Singapore

Ads for The Economist are renowned all over the globe for their distinctive white-on-red colour scheme. Singapore is no exception. This campaign by Ogilvy RedCard, which labels itself as a specialist in immersion marketing, boasts three elements: outdoor, ambient and interactive. In the outdoor campaign, a brain is comprised of rolled-up copies of The Economist. As well as poster sites, the work also appears on strategically placed postcards in Singapore's central business district. The ambient element shows businessmen with daggers in their backs carrying briefcases with slogans such as "survive office politics" and "ignorance kills". A doormat instructing business people "don't be one" completes the ambient activity. The campaign has also featured an interactive banner ad inviting users to literally blow away "the competition".

Client: The Economist

Agency: Ogilvy RedCard

Art directors: Naoki Ga, Kelly Dickenson, Richard Johnson

Writers: Steve Hough, Simon Jenkins

ELITE - Young & Rubicam Israel

This 40-second TV spot for the Turkish coffee brand Elite features a flirtatious waiter eyeing up a pilot who's just come off duty. The waiter reels off a list of coffees, but all the pilot wants is water. The two then engage in verbal tennis about what kind of water and the design of the glass. Eventually the pilot gets what he wants: hot water in a small glass. The frustrated waiter, who is rapidly cooling towards the handsome pilot, then realises why: the pilot snaps open his briefcase, gets out his jar of Elite and makes himself a Turkish coffee. A departure from the norm for a coffee brand.

Client: Elite

Agency: Young & Rubicam Tel Aviv

Art director: Gal Zakay

Writer: Erez May-Tal

Production company: P.O.V., New York

Director: Shahar Segal

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