CounterAttack - DDB, Canada
These four TV spots target potential drink drivers but avoid the shock tactics of squealing brakes, splattered blood and mangled bodies.
There's not even a car in sight. A tow truck carts away diners enjoying a drink or three at a posh restaurant to underline that CounterAttack is serious about taking drink drivers off the road. A second spot shows a man waking up in bed with a pint of beer in his hand. He continues to hold his precious pint on his journey to work and even in meetings. The endline? "A drink-driving conviction sticks with you." Two further spots underline how drinking affects your judgment and how you can't ever be sure what your limit is. One shows a woman, who's been downing white wine, losing her footing and crashing into the bar. Good job she wasn't behind a wheel.
Agency: Palmer Jarvis DDB, Vancouver
Art director: Cosmo Campbell
Writer: Alan Russell
Director: Jorn Haagen
Production company: Creative Artists, Toronto
Procter & Gamble - Grey, France
Grey's Paris office takes a colourful approach to this new print campaign. It's for Yohji Yamamoto, Procter & Gamble Prestige Beaute's soon-to-be launched fragrance. Reminiscent of Mena Suvari seductively covered in rose petals in the film American Beauty, the creative idea behind the campaign is to show the delight of discovery: the woman is ecstatic after experiencing the powerful scent of the fragrance.
Client: Procter & Gamble Prestige Beaute
Agency: Callegari Berville Grey, Paris
Art director: Patrice Jean-Baptiste
Photographer: Eric Traore
STEG Hamburg Jung von Matt, Germany
STEG is a Hamburg-based society concerned with city development. In this print campaign, it draws attention to a social and environmental problem: men taking a Martini approach to relieving themselves. These two executions drive home the message in a head- (and stomach-) turning way. Only time will tell if Hamburger men, having seen an old lady and a small boy being urinated on, will think twice before unzipping...
Agency: Jung von Matt, Frankfurt
Art directors: Georgie Stanchev, Djik Ouchiian
Writer: Maryam Miremadi Photographer Torsten Klinkow
Client: STEG Hamburg
BMW Fallon, Minneapolis
This TV ad, "angels", has the bright and breezy look of the Christmas Day blockbuster movie condensed into 30 feel-good seconds. Four animated guardian angels fly alongside a BMW X5, each one taking a wheel, and watch over the car and its driver. Communicating via radios, they carefully steer the car through mud, water and ice. The jaunty orchestral soundtrack adds to the adventure. Without the angels, who remain cheerful even when being splashed by mud, this would be just another car ad. The angels also demonstrate one of the car's main selling points, an all-wheel drive system that watches over you, in a memorable and unique fashion.
Client: BMW Agency Fallon, Minneapolis Art director Bob Barrie
Writer: Bobby Pearce
Director: Nico Beyer
Production company: Chased By Cowboys, Los Angeles