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Seen and noted

Guest Comments from Mother London (for Orange "Dance")

 GUEST COMMENTS   USA    October 19, 2005 16:16 (Edited: October 19, 2005 06:16)
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From Mother ...

We chose to articulate this new spot by focusing on a human relationship. There's something aspirational about a successful marriage...when couples grow old together. Often times, the familiarity between an elderly couple is most evident in the way they talk - finishing each other sentences...knowing what the other is thinking - but we felt that if we used something more visually stunning (like a dance) to reflect this intimacy, it would be all the more powerful.

We knew from very early on that using only one shot of the dance would make it much more powerful as a piece of film. It was important to capture the honesty of two old people dancing but still somehow making it captivating. We played around with different cuts, but none of them achieved the mesmerising quality of the one-take version. We feel that the sound also plays a large part in the feeling that the final film gives people. The silences within the Brian Eno are as important to the film as the music itself.

The director of photgraphy on Dance was the DP from Gladiator...John Matheson...who lit it beautifully.

Guest Comments from Colin Jeffery, Arnold boston - featured spot

 GUEST COMMENTS   USA    October 19, 2005 15:35 (Edited: October 19, 2005 05:35)
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New Beetle "Force of Good" Campaign

The world needs a hero and the New Beetle is ready to slip on the tights. In this campaign the Beetle goes head to head with sucky everyday objects. We wanted to reflect the fun-loving spirit of the car and the joy it spreads wherever it goes.

We spent weeks going through classic fights scenes and film techniques. We took three popular genres, Kung fu, Western and Gladiator, then worked out which style would suit which spot best. Each genre has a certain look, feel and camera techniques that make it what it is. We wanted the finished products to clearly belong to specific genres, but also have a common theatrical feel. Using a sound stage helped us achieve this, control the light and get more done in the three days we had available to us.

We worked closely with Brand New School to produce these. They, along with their design team, built amazing life size sets on a giant sound stage at Fox Studios in LA. We then proceeded to shoot the spots, blowing up a bunch of alarm clocks and destroying a port-a-potty in the process. The "Alarm Clock" and "Port-a-Potty" spots were pretty much shot in camera. The "Sardines" spot was a little different and involved a bunch of green screen and stop frame animation.

In the end goodness always prevails. Our only regret is not producing a forth ad. It would have taken place in space and involved some bad-ass brussel sprouts.

Brandless product-less teasers

 WORTH A LOOK   EUROPE    October 19, 2005 12:34 (Edited: October 20, 2005 06:34)
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Uncle Yaris ... from Europe

This series started with :15 sec teasers that aired without any product placement or knowledge of what the spots were for. Along with major print media of Uncle Yaris doing his thing across Canada on Billboards, and numerous other huge media print exposure again without the product being revealed. This got the entire country buzzing with Who's Uncle Yaris??
Then a few weeks later the :30sec spots with the product placement aired and are still running on air and soon in cinema.

To view the complete 30 sec "Born in Europe" spot click (& credits)....
HERE

Following on from last week ...

 WORTH A LOOK   AUSTRALIA    October 19, 2005 12:07 (Edited: October 19, 2005 02:07)
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From creative Chris Kelly...

This one wrote itself. The brief was something to really scrub your turnips for!

Love is such a personal thing, so many people have commented on what was so great about the movie for them and they've all been different. That's Tony - he talks to everyone in a different way - he's a male that's cross-generational and cross-cultural. And women love him - even though he has a thing for visualizing “rooting rabbits”.

It has 4 stories in one; Tony's love of Edna; Tony's strange 'scrapbook' like view of the world and what his world means to him; good love versus bad love; and erotic love versus heart felt love.

Scott Otto Anderson from Independant Films directed this spot. On the bottom of his report card, I tick the box beside "FIGHT TO GET".

Give me more brave clients (like Roses Only) that understand humour and it's power to move people. I think many clients believe creatives sit around unshaven coming up with wacky ideas. But the nature of this project couldn't be any further from that perception. We agonised over every little detail - right down to the very last pixel of the website interface - all with the consumer's next action in mind - buying roses and flowers

To view the spot click (plus full credits) ....
HERE



Interesting idea for integrated media

 TV   EUROPE    October 19, 2005 09:27 (Edited: October 19, 2005 13:27)
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Foreign language swearing motivates

Goodgoll Vendramin (Canada) has created a series of spots for Alpine Lager's Gold medal win in the beer world cup (there's a world cup for beer?!). It shows provocative girls speaking in their native Italian / German with expletives bleeped out. To see what they're REALLY saying you have to go to the website. Clever.

Agency: Goodgoll Vendramin Inc.
Creatives: Benjamin Vendramin (CD/AD), Robert McDougall (CW)
Director: Gary McKendry
Prod. Co.: Cirle Production

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More good stuff from BBH London

 TV   CANADA    October 17, 2005 21:14 (Edited: October 19, 2005 16:58)
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Man sprays hatstand with Lynx. Girl can't resist. Instant pole dancer. Nice.

A whole new meaning to "shoot"

 TV   EUROPE    October 17, 2005 18:34 (Edited: October 18, 2005 12:34)
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In new work from director James Spence & Zig Canada, limited budgets call for extra dedication ... couldn't afford fake bullets!


Client: Silver Wave Film Festival
Title: Gunshot
Creative team. Mark Puchala & Michael Clowater
Agency: Zig Inc.
Director: James Spence
Production Co: Brown Entertainment (Brown25.com)
Editor: Marco Pazzano @ Panic & Bob
Music & Sound Design: RMW

Regional agency employs time lord

 TV   AUSTRALIA    October 17, 2005 18:21 (Edited: October 18, 2005 12:21)
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This stylish series of ads features an enigmatic "Time Lord" who can manipulate time in order to demonstrate the benefits of TransACT's High-Tec.

Agency: ZOO
Creatives: Ken Buchan (Copywriter/Art Director) Roger McAuliffe (Copywriter)
Creative Director: Ken Buchan
Director: Serge Ou
Production Company: Bearcage Productions
Account Management: Fiona Boughton, Peter Ring.
Producer: Doug Merriman
Agency in house Producer: Paula Garner
Editor: Chris Bamford
Special Effects: Heather Cocquio & Luke Bicevskis

Therapy session falls flat

 TV   EUROPE    October 17, 2005 18:16 (Edited: October 17, 2005 22:16)
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If he'd taken the toll road, he'd be there for her!

Production Co: Area 51 Films, SM
Director: Theodore Melfi
DP: Mateo Londono
EP: Phyllis Koenig & Preston Lee
Producer: Jolie Chitwood
Agency: Marshall Advertising & Design/ Costa Mesa
Executive Creative Director: Diana Marshall
Creative Director: Roger Feldman
Art Director: Mike Voornas
Copywriter: Roger Feldman
Agency Producer: Nancy Skenderian


Spec Spot for Match.com

 UNDER EXPOSED   EUROPE    October 17, 2005 17:59 (Edited: October 18, 2005 11:59)
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A spec spot (with a bit of a twist) that shows how rough it is out there in the dating circuit

Copywriter: Andy Beach
Copywriter: Jason Moore
Director: Jason Moore
Producer: Alex Naufel
Director of Photography: Leo Veras
Editor: Tim Fender

Quiet Storm, London ... virally motivating

 TV   CANADA    October 17, 2005 17:54 (Edited: October 17, 2005 21:54)
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Quiet Storm makes motivational video to sell lunch

In 80 seconds of convincing motivational video we don't get one McDonalds logo ... or tune. Just an in situ mention. This guy's good.

Fallon & United Airlines

 TV   EUROPE    October 17, 2005 17:41 (Edited: October 17, 2005 21:41)
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Fallon continues the United series featuring Gershwin's American in Paris

The flexibility of line animation

 TV   CANADA    October 17, 2005 16:55 (Edited: October 18, 2005 10:55)
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New work from Studio Aka, London

How do you represent 50,000 doctors in 30 seconds? and jam loads of ingredients into a pack of muesli? ... line animation

Comedy Central - they HAVE to be funny

 TV   EUROPE    October 15, 2005 01:43 (Edited: October 15, 2005 19:43)
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Putting words into her mouth


Renault Clio- Britain v France

 TV   CANADA    October 14, 2005 23:55 (Edited: October 15, 2005 03:55)
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The Eiffel Tower or the ..... ummm

In this new Renault work from Publicis UK, comparisons are made between Britain & France to get across he point "twice the va va voom". All done with a light & cheeky tone.

Trading places

 TV   AUSTRALIA    October 14, 2005 02:31 (Edited: October 14, 2005 20:31)
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In new spots from Love Communications, people trade places according to their investment skills ... or lack of

Client: Genesys Wealth Advisors
Agency: Love Communications
Agency Producer: David Steindl
Art Director: Paul Hoyne
Copywriter: Siimon Reynolds
Creative Director: Siimon Reynolds
Director: Darren Ashton
Producer: Michael Carlton

Bad news is easier to take when it's sung.

 TV   AUSTRALIA    October 14, 2005 02:24 (Edited: October 14, 2005 20:24)
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a series of amusing spots from McDonalds for their sponship of Australian Idol


Art Director: Andrew Crocker, Charlie Cook, Misha McDonald
Copywriter: Andrew Crocker, Charlie Cook, Misha McDonald
Creative Director: Richard Selbourne
Executive Creative Director: Garry Horner
Agency Producer: Carlin Smith
Director: Barney Catchlove
Production compnay: Red Herring

Virals ... well worth catching

 CREATIVE VIEWOINT   AUSTRALIA    October 13, 2005 23:17 (Edited: October 14, 2005 03:17)
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Are viral agencies underrated?

Sydney viral agency, LAVA communications, has completed a couple of good spots for Xbox that have had worldwide exposure, yet we've heard a few of the bigger agencies describe viral agencies as .... 'the viruses of ad agencies'.

From inside the world of virals Steven Hirst, CD LAVA Communications, comments ... :

"Some truth in that. Your mind has to work in some sick ways to succeed virally. Ultimately, however, we are creating what consumers actually want to see via branded entertainment, so are doing the best by the client and consumer. Communication mediums have evolved and so to must the message to achieve cut-through. The art of viral has become a proven science and one of the most cost effective marketing mediums ever. Virals are healthy and well worth catching!"
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CREDITS
Agency: LAVA communications
Production Company: LAVA communications
Creatives: Darren Arbib, Steven Hirst
Directors: Darren Arbib, Steven Hirst

Talk to Frank

 TV   CANADA    October 13, 2005 03:40 (Edited: October 13, 2005 07:40)
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A couple of very nice new adverts from Mother London

Go to the main page to see "Inquisitive Kid"
The other in the series is "Gameshow" ... equally good.
(Isn't that 3 weeks running for Mother London on the main page?)

Not often you hear a good radio spot!

 TV   AUSTRALIA    October 13, 2005 01:50 (Edited: October 13, 2005 05:50)
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Don't use the wrong pen during exams!

One of a series of nicely written radio ads for Bic pens.
Agency: SMART Melbourne
Writers: John Mescall, Rebecca Newman, Malcolm Chambers

To listen to the spot click
HERE

Not your usual streaker ...

 TV   EUROPE    October 13, 2005 01:04 (Edited: October 13, 2005 05:04)
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Using the unexpected to get the message across. Nice.




Product: Canadian Paraplegic Association (Charity)
Title: Streaker
Agency: Goodgoll Vendramin Inc.
Creatives: Benjamin Vendramin (Creative Director / Art Director)
Robert McDougall (Creative Director / Writer)
Agency Producer: Angela Carroll
Director: Jamie Way
Prod. Co.: Millenium
Country: Canada

If you don't think the edit is important ....

 UNDER EXPOSED   EUROPE    October 12, 2005 18:41 (Edited: October 12, 2005 22:41)
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It's all in the edit!

"The Shining" - from a slightly different perspective.
To view the spot click ....
HERE


 TV   CANADA    October 12, 2005 17:56 (Edited: October 12, 2005 21:56)
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A new Sheilas’ Wheels campaign is set in an Aussie ‘Outback’ style ... except for the shielas that is.




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Director: Graham Rose
Producer: Michael MacMillan
Production Co: The Pink Film Company
Client: esure
Title: Sheilas’ Wheels
Client Producer: Serena Freeman
Creatives: Chris Wilkins/Sian Vickers

The bestads "Choice" Award

 FROM BESTADSONTV   AUSTRALIA    October 12, 2005 17:39 (Edited: October 12, 2005 21:39)
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Old news ... but a beautiful photo

At the bestads awards a few months back in June, we awarded 6 international gold, 6 silver, plus a select few best Australasian Awards. All great work needless to say. However the one spot that seemed to slip though without enough recognition (although it has since done pretty well) was the L&P "Stubbies" TVC. Sadly it didn't transcend language & cultural gulfs but it was always a favourite of ours here at bestads. So we sent the very special "choooooiiiiice" award through to the lads at MT Group.

Soul Bar - Try one on

 TV   AUSTRALIA    October 12, 2005 05:26 (Edited: October 12, 2005 09:26)
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With such an extensive selection of men to choose from, this is the place to try them on for size.

Agency: WRC New Zealand
Creative: Bobbie Mckay
Creative Director: Nigel Corbett
Director: Brian Challis / REPUBLIC

Tea Tree Oil Anti Dandruff Shampoo - Indonesian style

 TV   INDONESIA    October 12, 2005 05:21 (Edited: October 11, 2005 19:21)
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A golf buggy drives across a grassy frame, collecting golf balls. As it passes through frame for the last time, it wipes on the Tea Tree Oil pack, followed by the Anti Dandruff Shampoo super. Simple!

Client: Martha Tilaar
Product: Tea Tree Oil
Title: 'Golf Buggy'
Agency: David Indonesia
Production House: RT Films
Director: Jeff Jaffers
CD: Gary Caufield
Writer: Gary Caufield
Post: G1

Gritty new work from the Phillipines

 TV   PHILIPPINES    October 12, 2005 05:16 (Edited: October 11, 2005 19:16)
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"Doormat" - An edgey hard-hitting new spot from the Phillipines

THE CAMPAIGN AIMS TO CREATE MASS PUBLIC AWARENESS OF THE PLIGHT OF FILIPINO DOMESTIC WORKERS ABROAD, ESPECIALLY WOMEN, WHO ARE VICTIMS OF VERBAL AND PHYSICAL ABUSES, RACISM AND DISCRIMINATION.

Client TEODORA
Production Company BREW PRODUCTIONS

Guest comments from Publicis Conseil Paris

 GUEST COMMENTS   USA    October 12, 2005 04:27 (Edited: October 12, 2005 22:27)
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From Publicis Conseil, Paris, Copywriter Eric Helias and Art Director Charles Guillemant with some background to their new Renault Clio Film "Reincarnation".

bestads: How did you come up with the idea? Was it in response to a specific part of the brief?

E&C: This campaign sees the launch of the third generation of the Clio and to emphasize the rarity of this model's longevity we chose to focus on the cars' “spirit”. We imagined the Clio quite simply had everything you could ever dream of encapsulated in one car. Whatever its shape and size, the Clio has it all. We thought that using reincarnation was a new and amusing way to demonstrate this.

bestads: The “ghost” cars all seem to be older groovy cars. How did you choose these?

E&C: Cars that are no longer wanted or could be considered as dead would never look like brand new cars, and as you know, we’re not allowed to show recognisable models (except Renault, of course), so as a means of demonstrating our concept we opted for old fashioned, period cars.

bestads: Great music track! How did you arrive at that?

E&C: Having listened to tons and tons of tracks, we arrived at this old tune that gives an interesting dialogue between the modernity of the images and the infamous track of Marilyn Monroe’s.

bestads: Shooting in & around Paris ... Tricky?

E&C: In fact, the location was Budapest not Paris as we needed lots of different locations in one city, the shoot took about 11 days.

bestads: Do you have to come up with an idea that will work across several languages ... An idea that travels?

E&C: Yes, definitely, the idea should translate across all languages. It should certainly work internationally.

... according to Matthew Luke and John .....

 GUEST COMMENTS   USA    October 12, 2005 04:04 (Edited: October 12, 2005 22:04)
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Guest comments from John Kane, from Matthew Luke & John.


A friend starts up a business selling sex toys no less. Now there has to be an opportunity to do some interesting work in that. Then he says that it's aimed at the girls, so it gets even better. So, together with Matt and Luke we spend a few months coming up with lads sex jokes. But our girlfriends didn't think they were funny because they were for lads. Then we thought, 'lets revoice the classic 80's porn movies, but this time for women'. That's it.

So we got our hands on twelve movies by John T. Bone, rights included.
From there we spent many nights at home fast forwarding porn movies looking for the edits without dangly bits while my partner kept saying 'Ew...what's he doing down there?' While we just kept saying to be quiet, it was work. A great excuse to watch porn if there ever was one.

After that people in work were convinced every time they passed that we were on porn sites, when it was just an innocent edit in iMovie. And then to the voice-overs. Anybody who has seen 'Hercules Returns Live' will know why Troy and Sally were perfect. It was the best days fun we ever had in the studio. 'Omelette and spritzer' wins it for me.

Credits:
a recent viral email campaign produced in Australia by John Kane (ex. Head of Art, Leo Burnett Sydney) and his previous colleagues Luke Crethar and Matt Devine (now of The Glue Society Sydney).


Drop in & we'll shoot you.

 FROM BESTADSONTV   AUSTRALIA    October 12, 2005 02:21 (Edited: October 12, 2005 06:21)
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New aids work ... "The Know Is Spreading"

 TV   EUROPE    October 11, 2005 23:25 (Edited: October 12, 2005 03:25)
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"The Know Is Spreading"





In this great new aids awareness spot from CP+B & Believe Media, a mural moves through an urban landscape. Nice track ... beautifully crafted ... simple message. However "the know" isn't spreading as fast as it could - they didn't send us an mpeg. Otherwise you could view it right HERE

No advertising website is quite complete without mentioning Crispin, Porter+ Bogusky. We are now complete.

Nice idea ... nice spots.

 TV   CANADA    October 11, 2005 23:07 (Edited: October 12, 2005 03:07)
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Mars - a good strategy in a tricky category ... from AMV BBDO London

Basically Mars makes suggestions for how to "make your day"

In the first execution ‘Different route’ we see a guy who ignores his normal commute to work seeing the same old sights and faces, day after day after day. Instead he takes a different route to work.

The second execution, ‘Overdress’, we see a young woman dressing up for what looks like a night on the town but turns out to be a regular Monday at work. The spot suggests how nice it would be to feel as good about Monday morning as a night out ....

Agency Producer: Abbie Ferrand
Art Director: Chris Kelly
Copywriter: Rob Webster
Director: Jim Gilchrist
Executive Creative Director: Paul Brazier

Sprint: the "yes-man" re-invented

 TV   EUROPE    October 11, 2005 22:42 (Edited: October 12, 2005 02:42)
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The yes-man concept continues

The ads focus on how Ford product engineers are rarely in their offices and need to work where the cars are, whether engineers are with suppliers or in test labs. So their desk phones have been replaced with 8,000 Sprint walkie-talkie wireless phones so the engineers can communicate from wherever they are. By extending their workplace these employees can be more efficient, which is helping Ford to shorten the timeframe from concept to showroom.

“Real results speak for themselves, and the ‘yes-man’ concept is a fun way to attract attention to those making a difference in their businesses by using Sprint to make virtually any place a workplace,” said Jon Soto, co-executive creative director at Publicis & Hal Riney.

Underwater filming to create a surreal look

MIDDLE EAST    October 11, 2005 22:24 (Edited: October 12, 2005 02:24)
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Impressive underwater SFX created by Golden Square for Intergum, the biggest chewing gum manufacturer in the Middle East.



With Intergum launching a new brand of chewing gum, director Trevor Roberston wanted to represent the freshness of the new gum through an ethereal world centred on Turkey’s Miss World, Azre Azil. The aim was to show Azre moving like a mermaid in water, whilst she actually appeared to be on dry land.

To create a dreamlike world, where Azre could move with the fluidity and grace of a mermaid, Trevor enlisted Mike Valentine, one of the worlds leading underwater cameramen to film Azre in Pinewood Studio’s D Screen underwater tank.

Shooting at high speed, Azre was captured performing underwater, with her hair and flowing clothes swirling around her. She was then composited on to a magical grotto background, moving like an illuminated mermaid.

Title:…………………………. “Chain Reaction”
Product:................... Neogum
Production company:…….. Quiet Storm
Director:……………… Trevor Robertson
Producer:…………………… Kate Pirouet
DOP:…………………………. Mike Valentine

Agency:………………... Y&R, Istanbul

YOUNG GUNS AWARD DEADLINE LOOMS!!!

 AWARD NEWS   USA    October 11, 2005 21:08 (Edited: October 12, 2005 01:08)
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YOUNG GUNS AWARD DEADLINE LOOMS!!!

The entry deadline for the 5th YoungGuns International Awards has been extended until Friday October 21st.
The organisers have again this year put together a top line up of international judges, so make sure you get your work entered in time and judged by the best in the business.
As for their upcoming events, the YoungGuns Forum is being held on Friday November 18th, with the winners & finalists exhibition and party on the following Friday, November 25th.
For any questions regarding entry, you can email admin@ygaward.com or visit http://www.ygaward.com

The Pea Car - from BBH London

 TV   CANADA    October 11, 2005 05:04 (Edited: October 11, 2005 09:04)
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A cute new spot for Birds Eye features the pea car & a snappy tune.

Creative Director: Rosie Arnold
Copywriter: Matt Waller
Art Director: Dave Monk
Agency Producer: Jane Bessey
Production Company: Hungry Man - London
Director: Blue Source

CREATIVE HOTSHOP OF THE YEAR 2006

 AWARD NEWS   AUSTRALIA    October 11, 2005 03:19 (Edited: October 11, 2005 07:19)
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THE AUSTRALIAN CREATIVE HOTSHOP OF THE YEAR 2006 AWARDS NOW INCLUDE FIVE CATEGORIES FOR:

** ADVERTISING

** DESIGN

** PRODUCTION

** POST PRODUCTION

** SOUND & MUSIC

The "hottest" company in each category will be announced in February 2006, based on the creative quality and craftsmanship of their campaigns/projects/ideas in 2005, with special commendations for each state and category.

Simply compile a selection of your best, most innovative work as a hardcopy print-out and (where applicable) a video/DVD.

ENTRIES CLOSE 25 NOVEMBER 2005.

Stylish new Lexus spot for Dentsu Canada via Bruce Dowad.

 TV   EUROPE    October 11, 2005 02:16 (Edited: October 11, 2005 06:16)
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Stylish spot for Dentsu Canada via Bruce Dowad.


LOS ANGELES, October 7, 2005 – With his latest spot, Lexus “Moments” via Dentsu Canada, director Bruce Dowad of Bruce Dowad Associates, Los Angeles endeavored to create a visceral experience both surprising and iconic. The ad presents a series of poignant “captured moments” both stock and shot that are projected on what appears to be a screen. Throughout the spot, a voice-over describes life as a series of such moments. As the camera pulls back, we see the images aren’t being projected on the screen rather it’s the solid line of the road, and the breaks in the film aren’t being caused by the projector, they are being caused by the road’s dividing lines. The spot ends with the Lexus motoring down the “road of life” headlong into the future.

Lexus (Canada) - “Moments”

Production Company: Bruce Dowad Associates/ LA
Circle Productions/ Toronto
Director: Bruce Dowad
DP: Bojan Bazelli
EP: Jessica Carlson (BDA), Karen Tameanko (Circle)
Producer: Merrie Wasson

Agency: Dentsu/ Toronto
Creative Catalyst: Glen Hunt
Art Director: Deborah Prenger
Agency Producer: Amanda Loughran

Patts creatives out the door

 PEOPLE    October 11, 2005 01:29 (Edited: October 12, 2005 14:38)
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Patts creatives out the door

SYDNEY: The creative director of George Patterson Sydney, Mark Dove, and his partner, senior writer Andy Flemming, have left the merged agency of George Patterson Y&R, and it is believed only one Patts creative remains at the new entity.

The agency confirmed Dove is gone but would not reveal what changes have been made to the creative department ahead of a planned announcement, possibly next week.

Publicis Mojo creative director Mike Stanford will replace Dove.

At the time of WPP‚s takeover of The Communications Group and the merger of the two agencies in August, CEO Hamish McLennan claimed there would not be many staff redundancies as a result. "Both organisations are quite lean," he said.


Story supplied by Australian CREATIVE magazine.

Saatchi & Saatchi blitzes Caxtons

 AWARD NEWS    October 11, 2005 01:26 (Edited: October 12, 2005 14:44)
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Saatchi & Saatchi blitzes Caxtons

HAYMAN ISLAND: Saatchi & Saatchi was the standout winner at the 31st annual Caxton Awards held on the weekend, snaring seven gongs, as well as the renamed Quinlivan Black Award, all for its work on Toyota.

Arnold and Marketforce picked up three gongs each, Young & Rubicam won two, while JWT, BMF, Perth-based Gatecrasher Advertising and Clemenger BBDO Sydney scored one gong each.


Story supplied by Australian CREATIVE magazine.

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