World: Gallery

Virgin Mobile - HOST Australia Photo-messaging from one Virgin Mobile phone to another costs just 25 cents in Australia and this ad manages to communicate the value for money without being blatant about it. It shows two male Virgin Mobile users swapping insults. They have such serious expressions, you'd think they were competing in an international chess tournament. Instead, they're photo-messaging in front of an audience with a commentary by a sports pundit. Various insults are traded: a lavatory illustrates "toilet breath" and a poodle accompanies the text "your girlfriend". But the piece de resistance is a pair of high heels with "this is your secret".

Client: Virgin Mobile Australia

Agency: HOST, Sydney

Creative: The Glue Society

Director: The Glue Society

Production company: @radical.media, Sydney

De Lotto - DDB The Netherlands

This TV ad for the Dutch lottery carries no dialogue. A collection plate is passed around in church and pauses at one man. Whatever he gives, it's not enough. The music stops and there's an uncomfortable silence, punctuated by pointed coughs. The man's wife intimates that he should give more. Resignedly, he hands over what he thinks is a reasonable amount but the pressure's on to give even more. He ends up giving a wad of notes. The Hallelujah Chorus kicks in and the voiceover says: "The biggest risk of becoming a millionaire."

Client: De Lotto

Agency: DDB, Amsterdam

Art director: Michael Jansen

Writer: Bas Korsten

Director: Johan Tappert

Production company: Rogue Films, London

Axe - Bartle Bogle Hegarty UK

This witty campaign is on TV in Russia and turns the traditional notion of the superhero on its head. A muscle-bound type tries to save the day for a girl who's missed her bus. Clothed in the classic Die Hard outfit of jeans and a tight white vest, he dives in front of the huge vehicle and ends up on the bonnet, grappling to stay on. It's a tussle between muscle and several tonnes of bus. But then a weedier man finds the muscle-man's Axe and gives himself a generous misting. As if hypnotised, the girl ignores the guy who's busting a gut to stop her bus and goes off with the wimpier man instead. Meanwhile, the original action hero meets a sticky end.

Client: Unilever, Axe

Agency: Bartle Bogle Hegarty, London

Art director: Matt Saunby

Writer: Adam Chiappe

Director: Michael Geoghegan

Production company: Pink Films, London

Saturn - Goodby Silverstein & Partners US

These three spots share the same endline, "people first", and follow Saturn's "sheet music", a contender for the 2003 Grand Prix at Cannes. "Door music" promotes Saturn's dent-resistant car doors by showing surf-boards, sinks and shopping trolleys bashing into the car doors. The rhythm slowly builds to become music. In "convoy" a woman goes about her day in convoy with the emergency services to show how well cared for she is by the Saturn partner On Star. And "philosophy" advertises Saturn's policy "to treat others the way you want to be treated yourself".

Client: Saturn

Agency: Goodby Silverstein & Partners, San Francisco

Art director: Dave Laden ("door music")

Writer: Jamie Barrett ("door music")

Director: Mark Romanek ("door music")

Production company: Anonymous Content, Culver City ("door music")

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