The Transport Accident Commission (TAC) in Victoria, Australia, is working with the Victoria government to run “Towards Zero”, an integrated advertising campaign asking Victorians to consider what it would be like to lose their loved ones on the roads. At the heart of the campaign is a television commercial in which Francisco, a Melbourne local, is surprised to see 70 members of his family appearing to represent his estimate of an acceptable annual road toll. “There’s no one someone won’t miss”, the tagline of the campaign, challenges viewers to work towards a road toll of zero.
McDonald’s France has launched “Emoticon City”, an expression of the “Come as You Are” (Venez Commes Vous Etes) advertising campaign first launched in 2008. The new commercial, and corresponding print and outdoor elements, focuses on the many emotions experienced by McDonalds customers. Whether you are happy, sad, stressed or excited, you are always welcome at McDonald’s. The commercial, shot in a small town in France over two days, shows people wearing big yellow heads, creating a living world of emoticons.
The British Heart Foundation (BHF) has launched “Heart disease is heartless”, an integrated brand campaign focusing on the sudden and unexpected devastation of families affected by heart disease. At the centre of the integrated campaign is “Classroom”, a poignant, emotional film in which a boy, Ben, is visited by his father during a routine lesson. Father and son have an emotional, whispered exchange before the Ben’s dad says his final goodbye. A range of online videos and case studies take the campaign further, raising awareness of the importance of research and timely intervention.
Seven weeks ago, DB Export, Colenso BBDO and Gull launched DB Export Brewtroleum – a clean-burning biofuel made from the yeast leftover after they finish brewing beer. Since then, a nation of men have rallied to the planet’s defence, selflessly committing themselves to drinking DB Export. While everyone wants to help Mother Nature, not everyone can drink full-strength beer, so the brewery has created DB Export 0.0% Citrus – a refreshing lager with 0.0% alcohol and natural lemon juice. Its 0.0% alcohol content means that now anyone can help contribute to the production of the planet-saving biofuel. “The World’s Still Here”, the latest commercial in the campaign, calls on men to drink DB Export in order to save the entire world.
General Mills is promoting the Fiber One cereal and snack brand with “Don’t Fight Your Instincts”, an advertising campaign featuring apex predators, lions and sharks. Two lionesses try to fight their hunger instincts, resisting the urge to splurge on pink flamingos or a hippo. Steve, a male white shark, is reminded by a female to resist the urge to snack on dessert after a significant human-shaped lunch. The ads encourage to indulge in chocolatey brownies, tangy lemon bars and new creamy cheese cakes.