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: Czar.be, Brussels
STANDARD CHARTERED BANK - St Luke's, UK
"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
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.
Agency: Ogilvy & Mather, Toronto
Art director: Ian Letts
Writer: Michael Gelfand
Directors: The Perlorian Brothers
Production company: Radke Films, Toronto