HOLIDAY INN - SIGNS - US
Project: Signs
Clients: Mark Snyder, senior vice-president; Wayne Hamilton, director of
brand marketing, Holiday Inn
Brief: n/s
Creative agency: Fallon Minneapolis
Writer: Reuben Hower
Art director: Todd Riddle
Planner: Murray Hardie
Media agency: Fallon Minneapolis
Media planner: Andrea Nierowiecz
Production company: yU+Co
Post-production: yU+Co
Exposure: National TV
THE LOWDOWN Holiday Inn Hotels and Resorts has launched its first national television campaign in three years to air beyond the children's channel Nickelodeon, the usual home for the hotel chain's advertising.
"Signs" features the iconic Holiday Inn sign shot against landscapes that aim to emulate the experience of driving up to one of the hotel chain's properties. The hotels' hallmarks - full-service restaurants and free high-speed internet access - are also flagged in the four 15-second spots.
The $10 million TV campaign is an evolution of Fallon Minneapolis' 2003 "signs" print work for Holiday Inn. The remaining $14 million media budget will be spent on airport, print, poster and online advertising.
PEUGEOT - BICEPS, FLOWERS, POP ART, MAZE - FRANCE
Project: Biceps, flowers, pop art, maze
Client: Jacques-Christophe Midey, marketing director, Peugeot France
Brief: Support each model and reflect the diversity of the 206 range
Creative agency: BETC Euro RSCG
Writer: Joann Ameline
Art director: Joann Ameline
Media agency: MPG
Media planner: Jean-Baptiste Wittemans
Illustrator: Psycopathe
Exposure: National press
THE LOWDOWN
The Peugeot 206 might not be breaking any sales records in the UK, with poor figures for the model blamed for 850 job losses at Peugeot's Coventry plant, but it remains France's biggest-selling car of any brand.
BETC Euro RSCG is playing on the car's iconic status on the continent with a press campaign with four executions based on the car's silhouette, reasoning that the car's shape is recognisable enough to be an advertising message in its own right.
The four print ads are based on forthcoming 206 models, including the 206 RC, which doubles as a bicep in the ad to emphasise the 180bhp muscle under its bonnet, and the 206 SW, depicted as a maze to show how roomy the car is, and how you could get lost inside it, as opposed to while driving it.
SAAB - SIGNS OF SPRING - SWEDEN
Project: Signs of spring
Client: Kristian Jorgensen, global advertising manager, Saab Automobile
Brief: Increase awareness and interest for Saab and the Saab 9-3
convertible
Creative agency: Lowe Brindfors, Stockholm
Writer: Olle Sjoden
Art director: Kalle Widgren
Planner: Johan Sjokvist
Media agency: Varies by market
Production company: Partizan
Director: Matthias Hoene
Editor: Alex Hagon, Final Cut
Exposure: International TV
THE LOWDOWN
Seemingly oblivious to the role car emissions play in global warming, Saab has opted to show how its new convertible 9-3 can hasten the coming of spring in a spot created by the Stockholm-based agency Lowe Brindfors.
In the ad, a Saab 9-3 winds its way through a snowy, mountainous landscape, waking up hibernating wildlife as it passes. The commercial ends with the line: "The 9-3 Saab convertible. Easily mistaken for a summer car."
Saab saw a small increase in its European penetration last year, gaining 0.1 per cent to finish the year with a 0.7 per cent market share. It sold 6,803 cars in 2004.
TELENOR - LAUNCH CAMPAIGN - PAKISTAN
Project: Pakistan launch campaign
Client: Bjorn-Taale Sandberg, chief marketing officer, Telenor
Brief: Bring Telenor and European quality standards in
telecommunications to Pakistan
Creative agency: Leo Burnett London
Writers: Rick Brim, Dan Fisher
Art directors: Rick Brim, Dan Fisher
Planner: Ali Bucknall
Media agency: Adcom
Media planner: n/s
Production company: Partizan
Director: Thomas Hilland
Post-production: Framestore CFC
Audio post-production: Wave
Exposure: National TV
THE LOWDOWN
The Norwegian telecoms giant Telenor is backing the launch of its business in Pakistan with a television commercial created by Leo Burnett London.
The two-minute ad follows a road trip from Oslo to Karachi and was shot in time-lapse using a dashboard-mounted camera. When the car arrives in the Pakistani capital, it pulls up to a passer-by, to whom the driver hands a mobile phone.
Telenor Pakistan paid $291 million for one of two GSM licences auctioned in Pakistan in April 2004. Its Pakistan network currently covers 32 million people in Rawalpindi, Islamabad and Karachi.
_1.jpg)
.jpg)