It's the Olympics this year, so all thoughts turn to the fine, able-bodied, athletic specimens who will be sporting medals and breaking world records. Yet two weeks after the main event, the Paralympic Games take place, also in Athens. It's a huge event, with 4,000 disabled athletes from 130 countries taking part. Y&R Lisbon's brief for these print ads was to promote support for the Portuguese team, and publicise its participation at the Paralympics. By using the internationally recognised "disabled" sign against a simply illustrated backdrop signifying tennis and athletics, it conveys the message simply and powerfully in terms of what the not-so-abled bodied athletes will achieve this summer.
Client: Portugese Federation of Disabled Athletes
Agency: Young & Rubicam, Lisbon
Creative director: Albano Homem de Melo
Art director: Patricia Conde
Writer: Angela Silva
Orange - BETC Euro RSCG France
This TV work for Orange focuses on the fun you can have with your mobile phone. Georges, a banker, is constantly trying to encourage the staid people around him to have fun. But his boyish antics fall flat and he's left to entertain himself. With Orange, he can play on his mobile instead. The ad follows two earlier spots, "shoot" and "the dance", which introduce the fun theme. "Shoot", for instance, shows two strangers engaging in a spontaneous game of basketball using litter and a dustbin as a makeshift ball and hoop.
Agency: BETC Euro RSCG, Paris
Art director: Agnes Cavard
Writer: Valerie Chidlovsky
Director: Dominic Murphy
Production company: Partizan Midi Minuit, Paris
VW Golf - DDB The Netherlands
The unsuspecting owner of a spanking new fifth-generation Volkswagen Golf finds himself being spontaneously hugged by other Golf drivers. To a soundtrack of The Carpenters' schmaltzy number Close To You, it seems that our poor hero can't drive for five minutes without one of the world's 22 million Golf owners wanting to cuddle him. The endline reveals all: "Welcome to the family." It's difficult for car brands to pull off this kind of emotional trick but that doesn't stop them from attempting it more and more: Ford Focus in the UK is the latest example. Yet VW manages to achieve this feelgood warmth in its advertising consistently, humorously and effortlessly.
Agency: DDB, Amsterdam
Art director: Michael Jansen
Writer: Bas Korsten
Director: Sam Cadman
Production company: Rogue, London
Tiger Beer - Leo Burnett Singapore
This 45-second cinema spot appears in Singapore, Malaysia and Vietnam to mark Chinese and Vietnamese New Year celebrations. It breaks with tradition by showing how the occasion affects non-Asians. So while Asians celebrate with Tiger Beer, a frustrated New Yorker finds his local laundry shut, a Parisian investment banker tries to call the deserted Hang Seng stock exchange, and tourists wait in vain for a taxi outside a Hong Kong museum. The endline reads: "It's our time."
Client: Tiger Beer
Agency: Leo Burnett, Singapore
Art director: Goh Wee Kim
Writer: Yu Sheng Sin
Director: Nicholas Reynolds
Production company: Prodigy Films, Australia