Hasta La Ideas

Advertising news has been rather dominated by the Super Bowl of late, but there’s been some lovely work made elsewhere in the world too. Here’s our pick of the ads sent into CR Towers over the last couple of weeks…

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First up is this new Cadbury’s ad from Fallon in London, which feels like an amalgamation of all your favourite childhood stories (with an extra large dose of Willy Wonka on top). The spot is part of a new campaign based around the idea of ‘Joyville’, which has also seen Cadbury’s install giant chocolate fountains in different shopping centres around the UK (film of the fountain at the Westfield Centre in west London also shown above). Creative directors: Sam Oliver, Shishir Patel; Creatives: Chris Bovill, John Allison; Director: Tom Kuntz; Production company: MJZ; Design: Made In Fallon.

Two campaigns for Axe deodorant now. The first, from BBH London, continues the usual Axe/Lynx premise that the spray makes the wearer irresistably attractive; this time though, the brand has introduced a deodorant for women too, leading to total chaos on the city streets (though solely heterosexual chaos, natch). Creative directors: David Kolbusz, Dominic Goldman; Creatives: Daniel Schaefer, Szymon Rose; Director: Tom Kuntz (again!); Production company: MJZ.

Ponce Buenos Aires is behind these two further films for Axe, which are based around the idea of ‘The Cleaner’, a shadowy figure that comes in to clean up after debaucherous nights when too much of the deodorant has been applied. Creative directors: Ricardo Armentano, Analia Rios, Joaquin Cubria; Creatives: Hernan Cerdeiro, Ariel Serkin; Director: Rafael López Saubidet; Production company: Argentina Cine.

AgênciaClick Isobar in Brazil is behind this lovely billboard installation, which utilises light-reflective beads and suncream to create an image that is only revealed when the sun comes out (before and after shot of the billboard above). Creative directors: Juliana Constantino, Rapha Vasconcellos, Marcelo Costa; Creatives: Bruno Ponzini, Gabriel ‘Argenta’ Rezende, Ricardo Barbosa, Tatiana Jacobson; Production: Primo Filmes; Illustration: Studio Oda; Director: Gabriel Barros.

Another sun-related installation took place in London recently, where Greyworld created a fake sun to brighten up the winter gloom in Trafalgar Square two hours before sunrise. The installation is the latest iteration of the Tropicana Brighter Mornings campaign.

The latest spots in the ‘Smell is Power’ Old Spice campaign see ‘odour blocker expert’ Terry Crews burst into ads for other brands, including Bounce and Charmin, to amusing effect. Agency: Wieden + Kennedy Portland; Creative directors: Craig Allen, Jason Bagley; Creatives: Andy Laugenour, Nathaniel Lawlor, Croix Gagnon; Directors: Tim Heidecker, Eric Wareheim; Production company: Absolutely Productions.

This elegant split-screen spot aims to demonstrate the pleasures of driving across Europe in a Citroën car. Agency: H, Paris; Executive creative director: Gilbert Scher; Creative directors: Luca Cinquepalmi, Marco Venturelli; Production company: Outsider/Bandits; Director: Scott Lyon.

Directing collective Canada (who were profiled in the October 2011 issue of CR ) are behind this new spot for the Boots No 7 range. Agency: Mother; Creatives: Thom Whittaker, Danielle Noel; Director: Canada; Production company: Partizan.

We finish this week’s round-up with a short but very sweet ad for Cravendale, which focuses on the milk brand’s tie-in with the forthcoming Muppets film and, as with all things Muppets, is very charming. Agency: Wieden + Kennedy London; Creative directors: Sam Heath, Chris Groom; Creatives: Hollie Walker, Freddie Powell; Director: Kirk Thatcher; Production company: Soapbox Films.

CR in Print

If you only read CR online, you’re missing out. From the meaning of beans to the power of love, the February issue of Creative Review features our 20 favourite slogans of all time and the stories behind them.

What makes a great slogan? We investigate the enduring power of these clever little phrases in our special slogans issue, dedicated to our choices for the top 20 slogans.

If you would like to buy this issue and are based in the UK,you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.