World: Gallery


This colourful campaign for the children's clothes brand Le Petit Bateau runs in Italy and is called "hide and seek". The Paris-based agency BETC Euro RSCG decided to avoid product shots of the clothes and instead opted to show children in their habitat. Somewhere in these print ads, children are hiding and it's a guessing game to find out where. So in "kids' room", we learn from the copy that Louise and Emma are wearing Le Petit Bateau clothes but they're only visible from two telltale pairs of hands in the chest of drawers. The idea is repeated in "dog", where we learn that four-year-old Paul is wearing Le Petit Bateau. But he's hiding behind the family dog, so the clothes again are out of view. A minimal amount of copy is a nod to fashion campaigns in style titles; something of a departure for a children's clothes marque, where brands tend to stick to a formula.

Client: Le Petit Bateau

Agency: BETC Euro RSCG, Paris

Art director: Carole Ser

Writers: Jerome Argelich, Daniele Lambert

Photographer: Dimitri Daniloff


These two TV spots for Fox Sports Net capture the emotion of sports fans, the passion they feel for their team along with the spite for opposing teams. In the first, a burglar breaks into a house and is helping himself when he claps eyes on Giants memorabilia and has a change of heart. He stops dead in his tracks and returns his loot. On his way out he writes a note: "Sorry about the window. Go Giants!" A second spot shows a mechanic clocking a "Lakers" bumper sticker on a car he's repairing. He painstakingly places a dead fish inside the car door panel.

Client: Fox Sports Network

Agency: TBWA\Chiat\Day, Los Angeles

Art directors: Brian Lee Hughes, Kai Zastrow

Writers: Bo Coyner, Scott Duchon

Director: Baker Smith

Production company: Harvest, Los Angeles

BURGER KING - Crispin Porter & Bogusky US.

In most advertising agencies, lunchtime means sushi or a sandwich al desko. In the office in this new campaign, Crispin Porter & Bogusky's first work for Burger King since it wrenched it from Young & Rubicam, one poor soul gets lumbered with getting Whoppers for the rest of the staff. The orders get infused with subliminal office politics. So, when the boss collects his burger, the character who bears an eerie resemblance to Gareth from The Office points out their order is the same. Indicating the fast-food bag, one colleague quips: "There's another pair of buns here, wanna kiss 'em?" In another execution, there's an uncomfortable silence when Gareth's US doppelganger is accused of copying someone else's order.

Client: Burger King

Agency: Crispin Porter & Bogusky, NY

Art director: Tony Calcao

Writers: Rob Strasberg, Tom Adams

Director: Martin Granger

Prod co: Moxie Pictures, Los Angeles

1TIME - Grey South Africa.

The South African airline 1Time wants to promote its honest pricing strategy, so this campaign features three scenarios characterised by their inherent dishonesty: a beauty pageant with a dim contestant; an estate agent showing a couple round a ramshackle property and a second-hand car salesman pulling the wool over the eyes of his customers. What makes the campaign stand out is that all the characters speak God's honest truth.

So the beauty-show contestant alludes to sleeping with the judges, the couple confess to wasting the estate agent's time and the car salesman grins while admitting that he's pulling a fast one. But all the characters carry on regardless. An insightful strategy with long-life potential.

Client: 1Time

Agency: Grey Worldwide, Cape Town

Art director: Shaun McCormack

Writer: Stefanus Nel

Director: Slim Grippa

Prod co: Freshwater Films, Jo'burg

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