Droga Give Me 5 (from Underground Creative School, Buenos Aires)

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They are a group of 25 digital creative students of Underground, a creative school in Buenos Aires. All of them wanted to accomplish our studies and get a job but with such a huge competitive scenario we needed to find somehow, a way to stand out. That´s how they came out with an idea: they had to work for the best creative in the world. If they could get his attention we would be able to get anyone’s.

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Advertising School: Underground Creative School, Buenos Aires, Argentina
Creative Director: Diego Rubio
Creatives: María Paula Castaño Cadena, Lucas Kraglievich, Sandra Lopez, Josefina Salgado, Laura Perez Millan, Camilo Rodríguez, Fede Green, Jorge Anastasiu, Sebastian Merino Luque, Jaime Vanegas Restrepo, Mario Anchorena Aitken, Jorge Garcia, Oscar Andrés Rincón, Maye Duarte, Nau Pintos, Manuel Torres Gere, Felipe Arenas, Angela Binimelis, Aye Piru, Andrea Saturno, Bruno Waldbaum, Nat Os, Leandro Baca, César Bené Guerrero
Photographer: Martín Levi


Coca-Cola Happiness Truck around the World – Where Will Happiness Strike Next?

Inspired by the vending machine that dispensed Coca-Cola and other “doses of happiness” on a college campus in New York and quickly became a global viral video sensation; a specially rigged Coca-Cola delivery truck took to the streets of  Rio de Janeiro recently to spread refreshment and smiles to passers-by.

All the action is captured in a two-and-a-half-minute film. In the video, several unsuspecting Brazilians push a button on the back of the truck to dispense Coca-Cola and other fun items such as soccer balls, surfboards and sunglasses.

“‘Happiness Machine’ connected with so many people because the emotion was authentic, unscripted and contagious,” said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. “We wanted to inspire that same feeling again by creating something consumers would respond to and want to share with others because it put a smile on their face.” 

Happiness Truck is one of many videos that can be found on the Facebook hub for “Where Will Happiness Strike Next?”. The hub features more than 25 films from around the world that have been created by local Coca-Cola teams to continue the theme of the award-winning “Happiness Machine,” which has generated more than 3 million online views. The interactive site lets consumers search for videos by country and even vote for where they’d like to see happiness strike next.

“We weren’t trying to replace ‘Happiness Machine’ with the ‘Happiness Truck,'” said Christy Amador, Digital Marketing Manager, Global Content Excellence.  “We wanted to build on this great idea and continue to answer the question, ‘Where Will Happiness Strike Next?’ by  spreading a message of happiness around the globe. These videos from markets all over the world help us to do just that.”

Two of the new films on the hub include a version of “Happiness Truck” filmed in the Philippines and “Happiness Store,” where convenience store customers in Rio are surprised with confetti, lights, live music and more upon grabbing a Coca-Cola from the cooler. “Happiness Machine” – which cost very little to produce – proved that we don’t need to spend millions to produce winning creative, and that great ideas and content can be sourced from anywhere.

 

Happiness Truck in Rio De Janeiro

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?

Happiness Truck in Canada

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Toronto, Vancouver & Montreal, Canada. After a full day of sharing happiness, the experience culminated in a 3-city simultaneous musical celebration featuring Kardinal Offishall in Toronto, These Kids Wear Crowns in Vancouver & Duke Squad in Montreal, to celebrate Coca-Cola’s 125th Anniversary. Where will happiness strike next?

Happiness Truck in Philippines

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Marikina, Philippines. Where will happiness strike next?

Happiness Truck in Kenya

Happiness Truck in Malaysia

The town with a population of over 150,000 kicked off its evening with a surprise from Coca-Cola’s Semangat Truck. What a nice prelude to dinner.

Happiness Truck in Venezuela

Happiness Truck in Ecuador

Happiness Truck in India

Happiness Truck in Russia (CHRISTMAS Edition)

Happiness Truck in France (UEFA Edition and OLYMPIC Edition)

Happiness Truck in Honduras

Happiness Truck in Turkey

Happiness Truck in Naples (COKE & MEALS Edition)

A Coca-Cola delivery truck is transformed into a happiness table in a small square in Naples. Famous chef Simone Rugiati is on a mission asking people
to eat together delivering “doses” of happiness through a magic food cloche.

Happiness Truck/The Cheering Truck in Argentina (FOOTBALL Edition)

This time, Coca-Cola outfitted a special red truck with a recording booth and has been travelling around Argentina collecting the cheers of football (or soccer depending on where you are from) fans to support the Argentinean team. Fans are encouraged to record their cheer to be heard by millions.

The truck drove through 19 different provinces in Argentina as it collected the cheer of over a million different voices. On the day of the match, the Coca-Cola Cheering Truck drove into a stadium that only had room for 50 thousand fans and played the recordings of over a million fans chanting and cheering for the team. Way to rally the troop Coca-Cola!

Coca-cola has been doing some really creative marketing campaigns that have utilized a traveling truck concept (see The Happiness Truck). It’s their way of spreading happiness throughout the world…not to mention strengthening their brand!

Happiness Truck in Hong Kong (TRANSFORMERS Edition)

Happiness Truck in Mongolia

Happiness Truck in Nederland

Happiness Truck in Poland (Euro 2012 Edition)

Happiness Truck in Azerbaijan

Where will happiness strike next? Of course in Baku, Azerbaijan. A Coca-Cola delivery truck has been converted to a happiness machine, which rides through Baku streets and shares the 125 year old happiness with Azeri people.

Happiness Truck in Ucraine

Happiness Truck in Egypt (RAMADAN Edition)

Coca-Cola Egypt gives people more reasons to believe using its Happiness Truck to spread happiness and joy in Cairo making Ramadan 2011 better for all Egyptians.

Happiness Truck in Mexico


Dads in Ads: the evolution

SUBARU

Subaru got an Emmy nom for this 2010 ad featuring a dad giving driving tips to his baby girl.

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HANES

A father dipped his son’s feet in paste in a harebrained scheme to make form-fitting socks in this 2009 Hanes ad.

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JOHN HANCOCK

John Hancock’s mid’-80s spot featuring a dad and his newborn daughter was one of the decade’s great tearjerkers.

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SONY CYBERSHOT

Dad was literally a horse’s ass in this over-the-top 2007 Sony spot.

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VOLKSWAGEN POLO

A new wave of sensitive-dad ads includes this misty-eyed VW number: this TV ad for the Volkswagen Polo shows the evolving relationship of a protective father and his daughter, from the moment he first brings her home from the hospital to the day she finally leaves home, when he hands her the keys to a shiny new Polo — ensuring she “stays in safe hands”. You can trust the small but tough Volkswagen Polo to protect your loved ones and keep you.

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VERIZON

Dad goes overboard with the sprinkles in this cartoony 2009 Verizon ad.

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WEETABIX

Hands-on dads are all the rage, as seen in this 2012 spot from Weetabix.

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HUGGIES

Huggies revised it’s “Dad Test” campaign this year after fathers complained that it made them look foolish

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VERIZON

Verizon took heat in 2004 for a spot in which a father fails spectaculary at helping his daughter with her homework.

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GOOGLE CHROME

Google started airing this commercial before Father’s Day of last year. The  ad, called “Dear Sophie” follows a dad over the years as he creates a digital scrapbook for his daughter with Gmail, YouTube, Picasa, Google Maps and more.

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NINTENDO/The Legend od Zelda

The man who brought you one of our favorite dads, Mrs. Doubtfire, is at it again. This time, Robin Williams is playing opposite his real-life daughter, Zelda. It’s all too fitting that this father-daughter pair would be repping this installment in the Zelda series; after all, Williams named his daughter after the legendary warrior princess.

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AT&T

2011. This spot shows what’s possible with AT&T, the only network that lets your iPhone talk and surf at the same time. We open on a new dad clumsily trying to change his baby’s diaper. His friend calls and asks if he caught the game the night before; he immediately replies ‘yeah’, though it is obvious that he missed it. Not wanting to sound out of the loop, he uses his iPhone to pull up a video recap of the game. They talk football, with the dad able to watch highlights on his phone and talk them up to his friend at the same time. He seems to forget what he’s supposed to be doing when his wife enters and flashes him a look. He quickly hangs up and attempts to focus on the task at hand. The spot closes with the line, “Only AT&T’s network lets your iPhone talk and surf at the same time.”

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BGH Air Conditioners

2012. The campaign explains that, with the arrival of the Summer heat, comes the arrival of dads wearing nothing but briefs. This commercial offers a solution to this problem. Created by Del Campo Saatchi & Saatchi for BGH air conditioners.

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ROCKSMITH UBISOFT

First, they walk. Then they talk. Evidently, the only thing left for a baby to learn is how to shred on Rocksmith. Was your dad cool enough to get you on a Fender in your onesie? Here’s a worthy addition to the pantheon of babies doing grown-up stuff in advertising—this Ubisoft video with a baby rocking out with the company’s Rocksmith videogame.

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McDONALD’S

2010. McDonald’s is launching its first television advertising campaign targeting gay men. The fast food giant’s commercial – with the slogan ‘Come as you are’ – is to be aired on television in France. It features a teenager sitting in a McDonald’s restaurant gazing at a photo of his gay lover in a class photo, then phoning to say he ‘misses him’. The youth’s father then returns to the table with a tray of burgers, and says: ‘It’s a shame you’re in an all boys college. You would have had all the girls chasing you.’ The gay son then gives a knowing smile as they tuck in to their fast food. McDonald’s said the ad was intended to show that it welcomed people from all walks of life. A YouTube version of the advert with subtitles has so far been viewed more than 220,000 times in countries including Britain and the U.S., where it has not been screened.

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L’EQUIPE

In the bathroom, a woman is teaching her son how to shave property, as a father would while he is watching L’Equipe TV.

Men like sport. And as L’Equipe is like a bible for people who are found of sport, a man can spend unknown is in his room as he doesn’t recognise his father when this one is not reading L’Equipe..


Songvertising – 32 best commercials with singing people

1 – YEO VALLEY ORGANIC – Boyband

In a follow-up to last year’s rapping farmers ad, Yeo Valley launched a tv spot during the first ad break of The X Factor live show. The one-off, two-minute music video features a farming-inspired boy band called The Churned, singing a ballad entitled Forever. The ad was shot on location in Blagdon, in the heart of rural Somerset. The launch tied in with a Facebook karaoke competition, where users could sing along to the Yeo Valley track. The winner appeared in a 30-second version of the ad, which ran during the X Factor final on 11 December.

Advertising Agency: BBH London
Year: 2012
Shortlist

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2 – CARLTON DRAUGHT – Big Ad

An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer!!!

Advertising Agency: George Patterson Y&R, Melbourne
Year: 2006
Gold Lion

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3 – PUMA – Hardchorus

We open on a small group of hardcore soccer fans, also known as hooligans, standing in a classic British pub. Suddenly, one of them starts singing the first words of “Truly, Madly, Deeply” by Savage Garden. Another hooligan joins in, and as the camera pulls out, we see that the whole pub is packed with hooligans. They all sing together with the power of an entire stadium of fans during a soccer game, turning the cheesy love song into something big, beautiful and romantic. After the last chorus, a super appears: “It’s match day. It’s Valentine’s Day. Let your better half know how you feel. Dedicate and send this song at pumahardchorus.com”. Followed by Puma’s “Love = football” next to the Puma logo.

Advertising Agency: Droga5
Year: 2010
Gold Lion for the Campaign

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4 – NORTE BEER – It’s Good to Have Friends

Beer means friendship, and this campaings presents in funny way the different kind of friends we all have.

Advertising Agency: Del Campo/Nazca Saatchi & Saatchi, Buenos Aires
Year: 2009
Silver Lion for the Campaign

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5 – T-MOBILE – Welcome Back

On October 27th 2010, thousands of unsuspecting passengers arriving at Heathrow’s Terminal 5 were given a welcome home to remember. People were greeted by a 300 strong choir and vocal orchestra singing a medley of songs, completely a cappella, to welcome them back into the country.

Advertising Agency: Saatchi & Satchi,  London
Year: 2011
Silver Lion

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6 – COCA-COLA – Hilltop

Advertising Agency: McCann Erikson
Year: 1971

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7 – HEINEKEN – Singer

A blues singer can’t sing the blues – his life is too contented. A sip of lager soon changes that. Heineken refreshes his blueness.

Advertising Agency: Lowe Haward- Spink,  UK
Year: 1992
Gold Lion

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8 – HONDA – Impossible Dream

A man travels on an incredible journey using some of Honda’s landmark products whilst miming to the Andy Williams song ‘The Impossible Dream’. His journey comes to an abrupt end when he leaps off a giant waterfall in a Honda Powerboat into the mist below. Surely, this is the end of his dream? However as Andy Williams reaches the crescendo of the song, our hero returns in a Honda Hot Air Balloon to finish off the song in style. Garrison Keillor – the voice of Honda – sums it all up with ‘I couldn’t have put it better myself’.

Advertising Agency: Wieden + Kennedy,  London
Year: 2006
Gold Lion

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9 – COCA-COLA – Choir

Here’s Coca-Cola celebrating along with Santo its 125th year, and once again, we are guilty of naivety. We believe that, even today, the world is not far from the world that we dream of. In fact we are so naïve about thinking this way, that we decided to carry out an investigation to evaluate just how justified our reasons to believe in a better world were. We are proud to present to you “Choir”, created by Santo for Coca-Cola Latin America and their new communications platform: “REASONS TO BELIEVE IN A BETTER WORLD”.

Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion

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10 – T-MOBILE – Singalong

When T-Mobile invited the British public to be part of their next event, people turned up to Trafalgar Square, not knowing what they were letting themselves in for. Thousands of microphones were handed out as it was revealed they’d all be singing karaoke together. After a number of songs, and with a surprise guest appearance from Pink, the event culminated with everyone singing the timeless classic, ‘Hey Jude’

Advertising Agency: Saatchi & Satchi,  London
Year: 2010
Shortlist

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 11 – NIKE FREE RUN – I Would Run to You

Love makes people do crazy things. Like run across the country. See how strong running reunites a long distance couple.

Advertising Agency: Wieden + Kennedy, Portland
Year: 2012
Bronze Lion

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 12 – NIKE – Pretty

As Maria Sharapova marches to her tennis match, she passes people who sing I Feel Pretty. She slams a ball cross to court, putting an end to the singing.

Advertising Agency: Wieden + Kennedy, Portland
Year: 2007
Gold Lion

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13 – BASF – Dear John

The ad, set in army camp, features a soldier receiving a letter which goes to the tune of “Dear John”, the country song written by Lewis Talley, Fuzzy Owen and Billy Barton and made popular by Jean Shepard during the Korean war. As the song finishes the sergeant adapts the classic line from Humphrey Bogart, “Play it again John”.

Advertising Agency: Colenso BBDO, NZ
Year: 1982
Gold Lion

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14 – REXONA – Sensitive Armpits

A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.

Advertising Agency: Ponce Buenos Aires
Year: 2011
Silver Lion

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 15 – STARBUCKS – Glen

Glen jumpstarts his day by drinking a Starbucks DoubleShot. As he opens the can, Survivor appears in his apartment. They follow Glen through his full morning routine, singing a personalized version of “Eye of the Tiger.”

Advertising Agency: Fallon, New York
Year: 2004
Shortlist

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16 – GOOGLE – Demo Slam: Realtime Karaoke

Google is more than just a search bar. However, most of us don’t use, let alone, are aware of its many features. We needed to find a way to share all this free technology with the world. To educate everyone about all of Google’s innovations; we decided to change the way people learnt about it. We got precisely the people who didn’t use this free tech, to explain to the others why they should. Because, only they would be able to explain it in a way that would be fun to watch, and understood by all. By bringing in just a little bit of courage, creativity and fun; each of them pushed the role of technology in our lives and inspired the rest to use it in ways never imagined before.
Transforming something few were aware of to something the whole world cared about; we were able to re-define the role of technology in everyone’s life. From celebrities, scientists, soccer moms, teens to even sports personalities; everyone came forward to find new ways in which technology could make their world a little better.

Advertising Agency: Johannes Leonardo, NY
Year: 2011
Gold Lion for the Campaign

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17 – DISCOVERY CHANNEL – I Love the World

We developed a new brand idea for Discovery Channel: Discovery is the
World’s Biggest Fan of the World. We wanted to celebrate all that is epic, beautiful, inspiring, fun and just plain crazy in the world. Fellow fans—from spacewalking Astronauts to Alaskan fishermen to Zulu warriors to Stephen Hawking to Discovery hosts like Mike Rowe and Bear Grylls—sing along to an old campfire song re-written to express how each of them loves the world. In other words, to tell people why Discovery Channel thinks “The World is Just Awesome.”

Advertising Agency: 72ndSunny, USA
Year: 2008
Shortlist

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18 – MATCH.COM – Piano

This is a film for the online dating service, Match.com, which features a couple finding each other as they examine musical instruments. He strums a guitar and she plays a keyboard. Together they make beautiful music, and it’s clearly the start of something special.

Advertising Agency: Mother, London
Year: 2010
Gold Lion

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 19 – WILKINSON – Mow the Lawn

Girls in a front yard sing about mowing the lawn in order to promote Wilkinson/Schick Quattro razors for women.

Advertising Agency: JWT, New York
Year: 2009

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20 – AMERICAN LEGACY FOUNDATION/TRUTH – Singing Cowboy

We saddled up a horse, found a modern day cowboy that happened to have a hole in his neck due to a tobacco-related laryngectomy, and sent him to Manhattan to sing.

Advertising Agency: Arnold/Crispin Porter + Bogusky, USA
Year: 2007
Bronze Lion

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21 – ARNET BROABAND – Numa Numa

The ad shows some of the funny stuff you can find on the Internet.

Advertising Agency: Santo, Buenos Aires
Year: 2007
Shortlist

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22 – EVIAN – Voices

A man in a lift, a jogger, a secretary by the photocopier, a man in his car, an elderly lady…in all these scenes from everyday life, we see people singing with their childish voices.

Advertising Agency: BETC Euro RSCG, Paris
Year: 2003
Shortlist

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 23 – NIKE WOMEN – Surgery

A group of women run away from a plastic surgery clinic dancing a choreography to a reggaetón tune.

Advertising Agency: Madre, Buenos Aires
Year: 2007
Bronze Lion

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 24 – DIESEL – Anthem

Sing-a -ong Diesel Island national anthem. Why is your country fucked up?

Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion for the Campaign

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 25 – PROCTER & GAMBLE – You’ll Never Walk Alone

This 60-second commercial shows a lifetime of moms by their children’s sides doing the daily, sometimes mundane, things that help their children grow up to be Olympians. All the while, they sing “You’ll Never Walk Alone” from the Rodgers & Hammerstein musical Carousel. The ad builds from a child’s birth and culminates with the Olympics and a proud mom seeing all her hard work pay off. We then cut to a card that says, “Thank you, Mom,” followed by a series of product brand images that ends on the P&G logo with the voice-over, “P&G. Proud sponsor of Moms.”

Advertising Agency: Wieden + Kennedy, Portland
Year: 2010
Bronze Lion for the Campaign

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26 – BURGER KING – Americas Favorite/More Mayo/More Cheese

Introducing the Whopperettes.

The Whopperettes return with a story about extra cheese.

The Whopperettes return with a story about mayo.

Advertising Agency: Crispin Porter + Bogusky
Year: 2006
Silver Lion for the Campaign

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 27 – CADBURY DAIRY MILK – Night Runner

Fallon and Cadbury keep Great Britain pumped for the Olympics with a new spot that re-creates “The Final Countdown” — but adds multiple voices singing from the towers and buildings while a runner makes his way, presumably, to the Olympic Gold. An accompanying interactive feature encourages Britons to upload videos of them singing similarly inspirational songs to help team GB to victory.

Advertising Agency: Fallon London
Year: 2012

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28 – LOTTO LOTTERY – Ballroom Blitz

A taxi driver refuses to let passengers into his cab. Instead, he walks over to the queue and starts to sing for them. The man who joins in is chosen as the lucky passenger.

Advertising Agency: New Deal DDB, Norway
Year: 2001
Bronze Lion

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29 – CADBURY DAIRY MILK – Simply the Best

Part of Cadbury’s “Keep Team GB Pumped” campaign for London 2012 Olympics, swimmer Rebecca Adlington is serenaded by royal guards, dinner ladies and butchers with Tina Turner’s “Simply the Best.”

Advertising Agency: Hypernaked, London
Year: 2012

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30 – AMP ENERGY DRINK – Walk of no Shame

AMP wanted to introduce three new products with specific energy functions, designed to help our target, people who live their lives to the fullest. We also needed to increase brand awareness and embed ourselves into their daily life. We wanted to be the most relevant, unlike our hyper-masculine energy competitors. “Walk of No Shame” was an ode to the infamous walk that young people take “the night after” going out. With the look and sound of a mini-musical, AMP showed how one can take a “walk of no shame” as it gets you back on your feet.

Advertising Agency: BBDO New York
Year: 2009
Shortlist

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31 – LABATT BLUE BEER – Big Song

A young man tries to make up to his girlfriend by singing her a song around a campfire – “Out of the Blue”, and it turns into a huge sing-a-long.

Advertising Agency: Ammirati Puris, Canada
Year: 2001

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32 – PEPSI – Pepsi Generation

Advertising Agency: BBDO, USA
Year: 1984


Cadbury and the Joy of Content – The story of Glass and a Half Full Productions

By 2007 Cadbury Dairy Milk (CDM) was running out of steam; facing flatlining sales, losing relevance to younger generations and with an advertising model that felt tired. The solution was to create Glass and a Half Full Productions, a content-led campaign including ‘Gorilla’, ‘Eyebrows’ and ‘Trucks’. The new direction moved CDM from being a manufacturer of chocolate to a producer of joy. It also created a debate around whether creating ‘joyful’ content rather than ‘persuasive’ advertising featuring chocolate actually works or not. The whole campaign delivered a master brand payback 171% greater than previous campaigns, with ‘Gorilla’ alone delivering an incremental revenue return of £4.88 for every £1 spent.

This case is a great example of an incredibly powerful and effective campaign in the face of a tricky market that is seasonal and unhealthy. Cadbury successfully cut through media criticism with brave but fantastic creative work that captured the public’s imagination.

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Gorilla (2007)

In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new in-house production company called “Glass And A Half Full Productions”. The advert was premièred during the season finale of Big Brother 2007, and consists of a gorilla at a drum kit, drumming along to the Phil Collins song “In the Air Tonight”. The creative idea for the campaign is founded upon the notion that all communications should be as effortlessly enjoyable as eating the bar itself. For ‘Glass and a Half Full Productions’ is a production house that exists solely to create content that makes you feel as if you’ve just eaten a bar of Cadbury Dairy Milk. A production house that makes things that make you smile. The advert has now become extremely popular with over five million views on YouTube, and put the Phil Collins hit back into the UK charts.

“I don’t know what this has to do with Cadbury Dairy Milk, but it’s funny. Among gorilla drummers, it seems the work of Phil Collins inspires a genuine cosmic connection” Tim Nudd, ADWEEK, August 31 2007

Advertising Agency: Fallon London
Creative: Richard Flintham/Juan Cabral
Director: Juan Cabral
Production Company: Blink
Producer: Matthew Fone
DoP: Dan Bronks
Editor: Joe Guest at Final Cut

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Trucks (2008)

On 28 March 2008, the second Dairy Milk advert produced by Glass and a Half Full Productions aired. The ad, entitled ‘Trucks’ features several trucks at night on an empty runway at a airport racing to the tune of Queen’s Don’t Stop Me Now.

Like  “Gorilla”, Trucks is based on an offbeat concept set to a 1970s/80s rock soundtrack. It features a midnight drag race down an airport runway, using a range of vehicles including baggage transporters and motorised stairs. Trucks again highlights the skill of director Juan Cabral. It is beautifully choreographed and lit, with glossy production values and an energy that perfectly matches the music. It has a Top-Gear-meets-Wacky-Races appeal that will stand up to repeated viewings. It makes you wonder whether this is what’s going on behind the scenes at Terminal 5 – the baggage handling certainly leaves something to be desired.

According to Fallon, it took three weeks to “pimp” the trucks, the heaviest of which, the blue truck, weighed in at 25 tons. Shots of a tiny “underdog” battling against the giant provide human interest. The six-night shoot at an airport in Mexico involved 140 crew, two 35mm film cameras, two high-definition cameras and one crash-cam.

“We could have created Gorilla 2 and had him playing a trumpet,” the Cadbury marketing director, Philip Rumbol, told last Monday’s MediaGuardian section. “But that would have been too linear. It has to have a slightly enigmatic quality.”

“Trucks” therefore has a lot to live up to. It has a quirky charm, but is unlikely to change perceptions of the brand in the same way that its predecessor did. Gorilla became the ad phenomenon of last year – it was voted the public’s favourite TV ad of last year and won TV commercial of the year at the British Television Advertising Awards. It has also been credited with turning Cadbury’s fortunes around, helping the chocolate maker reverse the damage done by a 2006 salmonella scare and boost its UK market share last year. The Cadbury chief executive, Todd Stitzer, hailed 2007 as “the year of the gorilla”.

Queen’s Don’t Stop Me Now was reportedly chosen for “Trucks” from a final shortlist consisting of Bon Jovi’s Living on a Prayer and Europe’s The Final Countdown. Picking the follow-up to a major hit is a notoriously tricky business. Whether Cadbury has got it right this time is open to debate, but at least it avoided the obvious “Gorilla 2″ route.

Advertising Agency: Fallon London
Creative: Juan Cabral
Director: Juan Cabral
Production Company: Blink
Producer: Matthew Fone
DoP: Dan Bronks
Editor: Joe Guest at Final Cut

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Gorilla & Trucks – Official Remix (2008)


On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack – Bonnie Tyler’s Total Eclipse of the Heart – a reference to online mash-up of the commercial. Similarly, a version of the Truck advert appeared, using Bon Jovi’s song Livin’ on a Prayer. Both remakes premiered once again during the finale of Big Brother 2008.

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Eyebrows (2009)

In January 2009, ‘Eyebrows’, the third advert in the series, was released, of two children moving their eyebrows up and down rapidly to a set electro-funk beat: “Don’t Stop the Rock” by Freestyle.

The idea: Taking that moment of joy when you seize the opportunity to get away with your own little stunt, like making a funny face as your family portrait is being taken.The ad, by agency Fallon, opens with a brother and sister – wearing a dress in the trademark Cadbury purple – sitting for what appears to be a standard school photograph session. However, when the photographer leaves the shot the boy starts an electro tune, Don’t Stop the Rock by Freestyle, on his watch.

“Over at Glass and a Half Full Productions we noticed the wriggly potential of eyebrows and thought we would have a bit of fun with them,” said the Cadbury marketing director, Phil Rumbol. “Like the other productions ‘Eyebrows’ is all about losing yourself and embracing that moment of joy … after all, everybody remembers pulling a silly face or getting up to no good as a child when backs were turned.”

The one-minute film for Cadbury’s Dairy Milk chocolate is thought to have been viewed more than four million times on YouTube and similar sites in its first three weeks. It is twice the number of viewings racked up at the same stage by the firm’s previous cult clip, in which a gorilla plays drums to Phil Collins’s In the Air Tonight. The eyebrows advert was first shown during the final of Celebrity Big Brother on Channel 4 and is still shown on television but its online success has been boosted by various links including one from the blog of American rapper and producer Kanye West and another from celebrity gossip blogger Perez Hilton. Cadbury’s has since struck a deal with Orange to give away the soundtrack as a mobile phone ringtone, which was downloaded 125,000 times in the first 11 days.

Lee Rolston, director of marketing for Cadbury Dairy Milk, told The Observer: “Television and online are morphing almost daily. We tend to put our first ads in big things such as the Big Brother final or the X Factor, then it’s immediately online, which becomes a very fluid, organic process. People tend to interact with the films and make their own versions and their own music. We just let it go and see what people think of it.”

Chris Hassell, director of Ralph, digital design agency specialising in viral advertising, said: “I saw it online first, which is the way it works now. When someone says ‘Did you see that ad?’, the first thing you do is look it up on YouTube.”

Advertising Agency: Fallon London
Creative: Richard Flintham, Chris Bovill, John Allison
Director: Tom Kuntz
Production Company: MZJ

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Dogs in Cars (2009)

Cadbury has launched the fourth A Glass and a Half Full Productions commercial, “Dogs”, featuring the music of the Blue Danube Waltz by Johann Strauss II. Dogs take turns riding in a purple Lamborghini Diablo on the Oran Park Raceway in Sydney, letting the air blow past them as they hang out the window. A Glass and A Half Full of Joy!

The fourth commercial in the Cadbury series, airing internationally, conceived by Fallon London and produced in Australia by sister Publicis shop Saatchi & Saatchi, Sydney. This spot is designed to make people smile by showing the joy when different breeds of dog enjoy the air rushing by when their heads are sticking out of an iconic Lamborghini Diablo as it races around Sydney’s Oran Park Raceway. (This spot was originally shot and aired in the UK, but because the sky was grey, the decision was made to re-shoot in OZ on a bright sunny day).

Advertising Agency: Fallon London/Saatchi & Saatchi Sydney
Creative Director: Steve Back
Production Company: Caravan @ The Feds
Director: Ben Lawrence

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Freida (2010)

In 2010 Cadbury has launched A Glass and a Half Full of Smoothness in New Zealand with tap dancing cows, doing the moves to Fred Astaire’s song, “Putting on the Ritz”. The ad screened for the first time this week during the first ad break of Desperate Housewives. The spot opens with a close up of a black and white cow’s face before heading into the slick little number. The ad finishes with the cow pushing aside mirrors and opening a purple curtain to finish with an ensemble act.. This is the first Cadbury spot in the series not conceived by Fallon, London.

The team took universally recognised ‘smooth character’, Fred Astaire, and gave his iconic dance routine the unique Cadbury touch to create another joy-filled Cadbury moment. One of the creatives told Campaign Brief: “Psyop (who did Coke Happiness Factory) are amazing to work with. We filmed two two dancers tied together to be the front and the back of the cow, then a real cow and matched all the movements in CG. It took 4 months!”
Advertising Agency: Tribal DDB, New Zealand

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Chocolate Charmer (2010)

In April 2010, a new advert aired, entitled Chocolate Charmer, containing a scientist mixing milk and chocolate to make a dairy milk bar to the tune of “The Only One I Know” by The Charlatans. This was subtly different to the others as it did not feature the ‘A Glass and a Half Full Production’ title card at the start. The 60-second TV spot takes viewers into the “magical” world of Cadbury Dairy Milk production where the chocolate charmer creates bars of milk chocolate. As the ad unfolds, the Charmer “conducts” towers of chocolate milk out of spinning glass bowls, orchestrated by levers and pulleys and his “magical powers” with chocolate.

Advertising Agency: Fallon London
Creative: Richard Flintham, Nils-Petter Lovgren, Filip Tyden, Dan Watt
Director: Henrik Hallgren
Production Company: The Moving Picture Company

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Ostrich (2010)

The spot continues Cadbury’s ‘Glass and a Half Full Productions’ concept, which began with Fallon’s Dairy Milk TV ad ‘Gorilla’ in the UK in 2007.

The TVC was created by Saatchi & Saatchi Johannesburg. Their Executive Creative Director, Adam Wittert, says, “The brief was to make people feel the same joy they experience when they eat Cadbury Dairy Milk, so we came up with the idea of an ostrich and an ostrich, being a bird, would find the ultimate joy in flying. So our ostrich goes sky diving.”

The ad begins with an ostrich walking purposefully through a stack of wooden crates. It then becomes apparent that he is in the cargo hold of an airplane; the cargo door gradually opens and the ostrich takes a leap into the air like a sky diver, with the song “I gotta be me” by Sammy Davis Jr coming to a crescendo. The ostrich gleefully flies through the sky into the sunset, before pulling the ripchord to his Cadbury-branded parachute at the last minute, with the strapline ‘A glass and a half full of joy’ appearing beneath.

Saatchi & Saatchi Johannesburg managing director, Grant Meldrum, said that the Johannesburg office worked closely with Saatchi & Saatchi Fallon in the UK: “This ensured that we produced a TV commercial that would have global appeal and, at the same time, underpinned the possibilities of achieving pure joy and remained true to the brand’s proposition.”

Advertising Agency: Saatchi & Saatchi Johannesburg
Creative: Adam Wittert, Keisha Meyerson, Bruce Murphy
Director: Peter Truckel
Production Company: Catapult Commercials

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Dancing Clothes (2011)

In April 2011, a new advert aired, known as ‘Charity Shop’ or ‘Dancing Clothes’, featuring dancing clothes at a charity shop to the tune of  We Don’t Have to Take Our Clothes Off  by Jermaine Stewart. This exposed the song to a new generation who downloaded the track and returned the song to the UK Top 40 so far reaching no. 29. This ad also marks the return of the Glass and a Half Full title card.

The ad, created by Fallon, features dancing clothes in an initially lifeless charity shop. Individual clothes fall from the rails, rise from the floor and burst from cupboards, and the charity shop is transformed into a dancing extravaganza. Julie Reynolds, marketing manager for Cadbury Dairy Milk, said: “For us Cadbury Dairy Milk is about creating moments of joy that make people smile. We believe this production is another great way of doing just that.”

Advertising Agency: Fallon London
Creative: Augusto Sola, Sam Hibbard
Director: Megaforce
Production Company: Riff Raff Films

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Monks (2011)

Cadbury Dairy Milk Chocolate has a long heritage of giving joy. In this experience we highlight how people in a strict and disciplined environment break out and let loose when Cadbury’s drops in. It’s the equivalent of the drill sergeant cutting the troop a break, or a strict boarding school nun letting the bunking girls off. When our stern teacher is given the opportunity to teach his pupils a lesson, he shows them how to let loose. Pretty soon the whole class is laughing, dancing and thoroughly enjoying themselves as much as the people witnessing this moment of joy.

Filmed entirely on location in rural China, the commercial captures a surreal moment of pure joy in a Buddhist monastery. A temple gathering takes a new turn with the addition of purple helium-filled balloons, with the monks released to groove to the sounds of Flo Rida track “Low”, starting with the chorus line, “apple bottom jeans, boots with the fur”.

Advertising Agency: Fallon London
Creative: Augusto Sola, Sam Hibbard
Director: Megaforce
Production Company: Riff Raff Films


JWT Buenos Aires for Mercado Magazine – The World is a Hard Place to Understand

Mercado Magazine is a magazine that analyses political and economic information and helps people understand the reasons and consequences of the events that take place on our planet, and how these affect the business world. Under the concept of: “The world is a hard place to understand”, the campaign emerges from a universal truth and as from its executions, bases itself on current market issues.

“The largest trade partner of the European Union is now another country.”

“The world’s sixt large economy is another country.”

“The top weapon importer is now another country.”

Hope

This 3D outdoor medium is a monument that changes dramatically according to the angle it is viewed from. Demonstrating the more angles you have, the deeper the analysis of that reality will be. And the passerby lived that experience with a sculpture that made them wonder how hard it is to understand a world in permanent change.

Advertising Agency: JWT, Buenos Aires
Chief Creative Officer: Gonzalo Vecino, Pablo Alvarez Travieso
Executive Creative Director: Gonzalo Vecino, Pablo Alvarez Travieso
Creative Director: Ariel Abadi
Art Director: Fernando Zagales
Copywriter: Juan Mesz
Account Supervisor: Carlos Nesci
Account Manager: Eliana Garcia
Producer: Fabián Catanese
Production: Buenamano Realizaciones
Ilustrator: Estilo 3D
Year: 2012


Coca-Cola/Copa America 2011 – Cheer-o-Meter

This new initiative of Coca Cola -developed by Ogilvy Action- was launched during an event where over 500 people enjoyed the match Argentina vs. Colombia, all non-stop encouraging in order to keep watching the TV screen on.

With the unconditional support as the main feature of Argentine fans, created the first giant screen that works only with people’s breath for the parties of the national team. As the public speech during the meeting, a “Cheer-o-meter” connected to a giant screen, reflects the intensity of breath and regulates the visibility of the screen that broadcasts the game live. Thus, the more encouraged the fans, the more visibility you have and the less encouraging, the screen begins to fade.
The action was developed from the concept of “Always refresh your breath,” the message that the brand is pursuing various initiatives to be present along with the fans and encourage the selection.

Advertising Agency: Ogilvy, Buenos Aires
General Creative Directors: Javier Mentasti, Maximiliano Maddalena, Silvio Panizza
Creative Directors: Rodrigo Isaia – Alejandro Garone
Production Company: Awards Cine
Director: Matías Goldberg
Year: 2012


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