THE TRUTH - Arnold, US

Smoking kills 1,200 people every day. Yet, with endless jaw-dropping statistics on the dangers of smoking, the creative challenge is to demonstrate the harsh reality of the story behind the numbers. So how do you demonstrate this particular figure in a suitably arresting way? Arnold gathered together 1,200 numbered people to stand outside a tobacco com-pany. Suddenly and simultaneously, all 1,200 of them drop dead in front of the building to a soundtrack of silence. A lone man holds up a card with the statistic. Powerful stuff.

Client: The Truth

Agency Arnold Advertising, Boston

Art director Robert Hamilton

Writer Annie Finnegan

Director Baker Smith

Production company Harvest Films, Santa Monica California

VIRGIN EXPRESS - Duval Guillaume, Belgium

The US version of Band Aid's Do They Know It's Christmas?, the toe-curling We Are the World by USA for Africa, is reincarnated here as a 60-second ad called "for everyone". The creative idea is that Virgin Express isn't in the business of ripping off its passengers. So the focus is on a charity for poverty-stricken travellers on other airlines. Virgin's frontman Richard Branson puts in an appearance, doling out money to those who've spent over the odds on plane tickets. Deadpan, he compares himself with Bob Geldof in Band Aid mode.

Client: Virgin Express

Agency: Duval Guillaume, Antwerp

Art director: Stijn Gansemans

Writers: Stijn Gansemans, Stef Selfslagh

Director: Lionel Goldstein

Production Company:, Brussels


"Manhattan belongs to me" is the recurring theme in this launch print campaign for the Manhattan credit card in Singapore. The brand claims to offer added value for its individual cardholders and St Luke's takes an unusual approach in promoting it. Manhattan claims it only accepts members who are responsible with their money. So the central characters in these commercials are portrayed as desperately trying to dissuade others from applying for a Manhattan card. Why? Because of the exclusive and indulgent way Manhattan claims to treat its cardholders. The strapline reads: "Don't be among the first to apply. You won't like the special Manhattan treatment you'll get."

Client: Standard Chartered Bank

Agency: St Luke's, London

Art director: Julian Vizard

Writer: Al Young

Director: Pedro Romhanyi

Photographer: Platon

Typographer: Mike Pain

TIMEX - Ogilvy & Mather, Canada

An astronaut runs after a space shuttle and an Olympic sprinter is euphoric as he breaks through the finishing line ... except that he's nowhere near finishing. In a third spot, an old man with a dodgy ticker goes on a rollercoaster while tucking into a hot dog, flanked by young ladies. In all three spots, the characters would not have been caught short if they'd owned a Timex watch with a built-in alarm, heart-rate monitor and stopwatch. These cheerful cinema and TV spots have just debuted in Canada and have been rolled out in the US.

Client: Timex

Agency: Ogilvy & Mather, Toronto

Art director: Ian Letts

Writer: Michael Gelfand

Directors: The Perlorian Brothers

Production company: Radke Films, Toronto

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