The Work: New Campaigns - The World
APPLE - GET A MAC - US AND CANADA
Project: Get a Mac
Clients: Steve Jobs, chief executive; Jeffrey Whipps, senior director of
worldwide advertising; Tamara Whiteside, senior worldwide advertising
Brief: Persuade more PC users to switch to Macs
Creative agency: TBWAChiatDay, Los Angeles
Writers: Barton Corley, Jason Sperling
Art director: Scott Trattner
Media agency: OMD
Media planners: Monica Karo, Amy Stettler
Director: Phil Morrison
Editors: Lucas Eskin, Val Thrasher, Mad Rover Post
Post-production: Company 3
Audio post-production: Play
Exposure: National TV in the US and Canada, internet
Computers come to life in Apple's new TV campaign, marking a fresh phase in its efforts to persuade PC users to switch to Macs.
A new series of six commercials deliberately avoids any technical messages about the Mac but presents it as something cool to own.
In the films, created by TBWAChiatDay in Los Angeles, the PC and the Mac are represented by two US TV stars, John Hodgman and Justin Long. One is a stodgy PC in a grey suit who contrasts strongly with the Mac, a younger, hipper character in jeans and a T-shirt.
The pair banter about various subjects, from viruses to software and slow jams, before the PC becomes infected and crashes to the floor.
Mac bosses expect the campaign to capitalise on the iPod boom and the arrival of Intel-powered Macs which, they claim, remove the need for PCs.
PHILIPS - FAN FACES - EUROPE
Project: Fan faces
Clients: Fabio di Giammarco, head of marketing communications (global
marketing management); Sandrine Huijgen, sponsorship manager (global
marcom consumer electronics), Philips
Brief: Demonstrate the excitement of watching the World Cup on Philips
high-definition flat TV with Ambilight
Creative agency: DDB Amsterdam
Writer: Ricardo Adolfo
Art director: Jessica Kersten
Media agency: Carat
Media planner: Jodie Stranger
Production company: Will Van Der Vlught
Director: Marcel Van Der Vlught
Editor: Kevin Wheelan
Audio post-production: Massive Music
Exposure: Pan-European TV, cinema
A complex piece of post-production work lies behind a new pan-European campaign for Philips, which highlights the benefits of watching World Cup football on one of its Ambilight TVs.
The commercial, created by DDB Amsterdam, comprises a single, straight-on shot of a female football fan reacting to a game. As she moves, different flags - each representing a World Cup team - sweep across her face as though they were being painted on.
The creative approach was intended to reflect the benefits of the Ambilight TV, which uses an ambient light around the screen to tonally match what is being shown.
The biggest challenge for Clear, the post-production company, was to ensure the "flags" looked less like fabric and more like beauty make-up.
AXE - GET A GIRLFRIEND - SOUTH AFRICA
Project: Get a girlfriend
Brief: Present Axe as an aid to attracting women
Creative agency: Lowe Bull
Writer: Matthew Brink
Art director: Adam Livesey
Planner: Ivan Moroke
Media agency: Initiative Nota Bena
Media planner: Moses Maseko
Production company: Egg
Director: Brent Harris
Editor: Ricky Boyd, Deliverance
Audio post-production: Sterling Sound
Exposure: National TV
A selection of sad nerds indulging in some brain-numbing activity feature in new TV advertising aimed at extending the sex appeal of Axe deodorant.
The three spots are all in line with the brand's long-running strategy of targeting young men by presenting Axe as an aid to attracting girls.
All the commercials, deliberately shot to make them look like virals, show the nerds playing humdrum games to relieve their boredom. One wears a blindfold to solve a Rubik Cube puzzle while others flip coins into glass tumblers. A third duo make a Jaws-style movie starring Barbie and Ken.
Each ad ends with an Axe-spraying young man between two bikini-clad girls and the line: "Get a girlfriend."
QATAR FINANCIAL CENTRE - FINISHING TOUCHES - GLOBAL
Project: Finishing touches
Client: Qatar Financial Centre branding
Brief: Promote Qatar as an international business centre
Creative agency: VCCP
Writer: Bill Hartley
Art director: Giles Hepworth
Planners: Victoria Lynch, Charles Vallance
Media agency: Pure Media
Media planner: Hugh Walker
Production company: RSA
Director: Adrian Moat
Editor: Nikki Porter, Final Cut
Audio post-production: Wave
Exposure: Financial channels in Europe, US and the Middle East
Qatar is looking to accelerate its evolution into the Gulf's commercial hub with new TV advertising targeting the world's business leaders.
Britain's VCCP has produced the spot, which promotes the Qatar Financial Centre, set up at the end of last year to drive the state's commercial strategy by attracting financial institutions and global corporations backed by a $130 billion investment.
The problem for the commercial's makers was that some of the developments remain incomplete and extensive post-production was needed to disguise cranes and unfinished buildings.
The film focuses on the attention to detail being applied to the development - from the last blade of grass being cut on the golf course to the protective plastic being peeled away from the lift buttons.
This article was first published on campaignlive.co.uk
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