Kawasaki - Publicis Netherlands
Kawasaki wants to position itself as a premium choice for bikers, so these print executions tap into the special relationship between man and bike. One shows the inside of a wallet where a photo of a Kawasaki bike is on display. On closer inspection, you realise that the bike picture is obscuring a photo of the bike owner's angelic-looking children. A second ad shows a line of motorbikes all leaning towards the stronger Kawasaki model. The other bikes are too weak even to stand up by themselves and have to rely on the Kawasaki at the end of the line to support them. These print ads are the first work from Publicis in the Netherlands, which has lead agency status on the Kawasaki account. Publicis saw off competition from Ogilvy & Mather to win the pan-European business last May.
Agency: Publicis, Amsterdam
Art director: Joep de Kort
Writer: Massimo van der Plas
Photographer: Simon Warmer
Perfetti - Bartle Bogle Hegarty UK
Italians aren't renowned for their prudishness, but Bartle Bogle Hegarty's last TV spot for Perfetti extra cool chewing gum was taken off the air for indecency. In the banned ad, a man's nipples became hugely erect after chewing the gum and he used them to pull women. The replacement spot is set in a hot office where the air conditioning has broken down. A man behind the vent is fed a piece of the gum and he then blows air on the workers to cool them down. Only busty women in this one, so BBH should be back on terra firma in Italia.
Client: Perfetti Van Melle
Agency: Bartle Bogle Hegarty, London
Art director: Gavin Lester
Writer: Antony Goldstein
Director: Bryan Buckley
Production company: Hungry Man, London
Hang - Leo Burnett Thailand
Ever had one of those mornings when you have woken up with a furry tongue, blurred vision and a banging headache, swearing you'll never drink again? Your luck's in if you're in Thailand as the hangover cure Hang can ease the pain. This ad shows a man with a comically huge head trying to conquer the art of basic movement. Still in his suit from the night before, he attempts to stand up, sways and promptly falls on the floor. He slides along the ground with his big, sore head resting on a cushion. The 80s disco music works in tandem with the Herculean effort it takes him to get to his fridge and the answer to his prayers: a bottle of Hang.
Agency: Leo Burnett Thailand, Bangkok
Art director: Watchara Tansrikiat
Writer: Noranit Yasopa
Director: Michael Warr
Production company: Film Factory, Bangkok
Citroen - Euro RSCG France
Remember when that wag from accounts used his bare hands and the overhead projector to cast a rabbit-shaped shadow? In this TV ad for the Citroen Sensodrive, there's a point to the hand movements: the car's gear controls are incorporated in the steering wheel. It's a straightforward ad: the sound of gear changes accompanies the hands, which then morph into chevrons to represent Citroen's logo. In Euro RSCG London's spot for the same brand in the UK, the "no hands" theme is explored further: a man walks on his hands.
Agency: Euro RSCG 27, Paris
Art director: Frederic Temin
Writers: Guillaume de La Croix, Frederic Temin
Production company: @radical.media, Paris