Orange - Y&R Israel
The 60s track Keep on Running by The Spencer Davis Group provides an apt soundtrack for this cute commercial for Orange. It shows a woman leaving a shop and leaping into a taxi. Seconds later, a flustered-looking man comes rushing out of the same shop, desperately trying to chase the woman. He nearly gets run over, goes crashing through a kitchen in a restaurant and gets entangled with an old lady's dogs. Finally, he catches up with her and the reason for this mad chasing is revealed: she left an earring behind in the shop. The execution is to promote Orange's personalised customer service.
Agency: Shalmor Avnon Amichay/Young & Rubicam, Tel Aviv
Art directors: Oren Vermus, Doron Goldenberg
Writer: Amit Gal
Director: Ohav Flantz
Production: Paradiso, Tel Aviv
Boomer Coalition - StrawberryFrog US
One million Americans die every year from cardio-vascular disease, more than 60 million suffer from it and, most worrying of all, 20 million don't even know they have it. Raising awareness of heart disease is on the agenda and the Boomer Coalition is dedicated to the cause. This ad, which broke at the Academy Awards, is StrawberryFrog's first work for a US audience and has a suitably cinematic feel. It shows stationary cars at a drive-in while the screen presents a black-and-white roll-call of stars who have died from the disease.
Client: Boomer Coalition
Agency: StrawberryFrog, Amsterdam
Art directors/writers: Mark Chalmers, Shawn Preston
Director: Bryan Singer
Production company: Saville Productions, Los Angeles
Lever Ponds - Lowe Bull South Africa
In this ad for Axe deodorant, a geeky-looking handyman is welding when it suddenly starts to snow white feathers. Perplexed, he investigates and stumbles on a paradise for the red-blooded male: a handful of girls in their underwear having a pillow fight. As he stands in the doorway, the playful music comes to an abrupt halt as the girls turn to stare at him. Then one of them throws a pillow at him, inviting him to join in.
The music cranks up again and the endline reads: "When you really need to be dry." A second spot features a man whose car has broken down finding sexy female mechanics at the garage. Hang on, didn't you once flick through a magazine that had "real life" stories like this?
Client: Lever Ponds
Agency: Lowe Bull, Johannesburg
Art director: Adam Livesay
Writer: Matthew Brink
Director: Greg Gray
Production company: Velocity Afrika, Johannesburg
Vichy International - BETC Euro RSCG France
The prevention of orange-peel thighs is a demanding business, as the translation reveals: "To really get rid of cellulite, you have to attack embedded fat." Accompanying the copy is a gruesome picture of baggy, mottled skin on the legs and thighs. This print ad will either trigger the second detox of the year or see French women slapping on Liposyne anti-cellulite cream with renewed vigour. Shot by Dimitri Daniloff (interviewed below), it runs in magazines such as Top Sante and Voici in France and is being rolled out in northern and Eastern Europe.
Client: Vichy International
Agency: BETC Euro RSCG, Paris
Art director: Carole Ser
Writers: Jerome Argelich, Daniele Lambert
Photographer: Dimitri Daniloff