In this campaign, a glasses brand eschews the traditional means of making glasses seem cool, showing them off on a pouting model, and instead tries something different. The three spots show a teapot, a door handle and a pear all wearing Krass sunglasses and all looking disconcertingly animated. The strapline is: "The glasses make the face." Having picked up silver Lions at Cannes for four spots from an earlier stage in this ongoing campaign ("fan", "water tap", "fire extinguisher" and "bike saddle"), Scholz & Friends has extended the theme with these new spots. A fun and memorable treatment for what can sometimes seem like a staid category.
Client: Krass Optik
Agency: Scholz & Friends, Berlin
Art director: Thana Rittirajcomporn
Writer: Florian Birkner
Photographer: Peter Langen
PlayStation 2 - TBWA Chiat Day New York
These ads promote the "eye toy", a camera that you can place above your TV to film yourself battling bad guys in PlayStation games. "Billy's on TV!" an excited mid-west town cries, as they flock to his living room to see him in action. In a second spot, a sheriff points to the TV, points at Billy and says: "If that's Billy, who's that?" Three other spots promoting the game Ratchet & Clank 2 blur the reality between real life and the game environment. The ads introduce weapons from the game, such as gravity boots and a tractor beam, into the real world where they cause complete chaos.
Client: Sony PlayStation 2
Agency: TBWA\Chiat\Day, New York
Art director: Chuck Monn
Writer: Doug James
Director: Baker Smith
Production company: Harvest, Santa Monica, California
BMW - Publicis US
This ad, "summer drive", shows people indulging in traditional winter activities: children making snow angels and sleigh-riding, a snow plough out on the road and people shovelling snow from their drives. However, there is actually no snow around: the commercial highlights the all-wheel-drive performance of the BMW 3 Series. The ad tries to convey the message that the car drives so well in wintry conditions that you would think it was a genuine summer's day rather than winter. The cheerful soundtrack adds to the jolly feel of the commercial, which invites you to look at BMW in a cosier light.
Client: BMW of North America
Agency: Publicis, New York
Art director: Howard Herarte
Writer: Bryan Johnson
Director: Jim Jenkins
Production company: Hungry Man, New York
Orange - Young & Rubicam Israel
A bald man enters a hair salon ... no, it's not a bad Bernard Manning joke, it's the latest ad for Orange in Israel. The man casually leafs through the magazines, trying to ignore the stares and the double-takes. He settles down in a salon chair and points to what he wants in a magazine. At the end of the ad, all is revealed when we see that he has had his eyebrow dyed orange. The commercial is promoting a new bespoke service from Orange called "b u".
Agency: Shalmor Avnon Amichay Y&R, Tel Aviv
Art director: Oren Vermus
Writer: Amit Gal
Director: Ram Baruch
Production company: Paradiso, Tel Aviv