How 30 Great Ads Were Made

From Idea to Campaign

Eliza Williams

• Publisher: Laurence King Publishing
• Year: 2012
• eBook ISBN:
  9781780673875
• Topic: Design
• Subtopic: Art General

This book takes readers behind the scenes in the world of advertising, showcasing 30 phenomenally successful campaigns from the last decade. Fascinating not only for industry professionals but for anyone with an interest in how ads are made.

Technical information on how the ads were developed is accompanied by anecdotes from the creatives, directors and clients, with accounts of how the ads were made and the problems encountered along the way. Each campaign is illustrated with imagery showing the stages it went through in development – including sketches and early ideas that may have been abandoned, storyboards, animatics and photos from shoots, as well as shots of the final ads.

In addition to offering an insight into the working practices within advertising, the book also demonstrates how the industry is currently experiencing a period of rapid change, and shows the different skills that are now required to work in advertising.

Picture credits

01/ adidas Originals
House Party

Agency: Sid Lee

Production agency: Jimmy Lee.tv

Production company: Partizan, Los Angeles; Radke Film Group

Director: Nima Nourizadeh

Post-production: Peep Show, Method NY

Music licensing: Massive Music, LA, NY and Amsterdam

Music composer & company: Pilooski, Boogie Studio, Montréal, Quebec

Music: Beggin’, Frankie Valli & The Four Seasons, Pilooski Re-edit

Photographer: RJ Shaughnessy

Web studio: Hue Web Studio, Popcode Studio

Application Architecture: Ergonet

02/ Axe Dark Temptation
Chocolate Man

Client: Unilever

Agency: Ponce Buenos Aires

Executive creative director: Hernan Ponce

Brand planning director: Diego Luque

Art director: Martin Ponce

Copywriter: Mario Crudele

Client services director: Vanina Rudaeff

Brand group director: Nestor Ferreyro

Brand executive: Constanza Vanzini

Responsible for client: Pablo Gazzera/Tomas Marcenaro/Hernan de Majo/Fernando Laratro

Head of TV: Roberto Carsillo

Agency producer: Jose Silva

Production company: MJZ

Director: Tom Kuntz

Executive producer: Jeff Scruton, David Zander

Director of photography: Harry Savides

Editorial house: Final Cut LA

Editor: Carlos Arias

Post-production facility: The Mill LA

Music: Allen Toussaint: A Sweet Touch of Love

Sound: La Casa Post Sound

03/ Budweiser
Wassup

True (original)

Writer/Director/Editor: Charles Stone III

Director of photography: Stacey Harris

True: Change (2008)

Director: Charles Stone III

Writers: Chris Fiore, Charles Stone III

Director of photography: Shane Hurlbut

Editor: Nico Alba (Union Editorial)

04/ Burger King
Subservient Chicken

Agency: Crispin Porter & Bogusky

Executive creative director: Alex Bogusky

Creative director: Andrew Keller

Associate creative director: Rob Reilly

Art director: Mark Taylor

Copywriter: Bob Cianfrone

Interactive creative director: Jeff Benjamin

Executive producers: Rupert Samuel, David Rolfe

Agency producer: Terry Stavoe

Interactive production company: The Barbarian Group

The BURGER KINGÆ trademarks and image

are used with permission from Burger King

Corporation

05/ Cadbury’s Dairy Milk
Eyebrows

Client: Lee Rolston, Director of Marketing – Blocks & Beverage

Creative agency: Fallon

Executive creative director: Richard Flintham

Creative directors: Chris Bovill, John Allison

Art director: Nils-Petter Lovgren

Agency producer: Olivia Chalk

Production company: MJZ

Director: Tom Kuntz

Director of photography: Mattias Montero

Executive producer: Debbie Turner

Editor: Steve Gandolfi, Leo King @ Cut + Run

Post-production: The Mill

06/ California Milk Processor Board
Get The Glass

Agency: Goodby, Silverstein & Partners

Co-chairman, Executive creative director: Jeff Goodby

Creative director: Pat McKay

Creative director: Feh Tarty

Interactive creative director: Will McGinness

Associate interactive creative director: Ronny Northrop

Senior art director: Jorge Calleja

Senior copywriter: Paul Charney

Copywriter/Art director: Jessica Shank

Copywriter/Art director: Katie McCarthy

Art director: Brian Gunderson

Creative coordinator: Asya Soloian

Director of interactive production: Mike Geiger

Senior interactive producer: Heather Wischman

Associate interactive producer: Kelsie Van Deman

Broadcast producer: Michael Damiani

Account director: Martha Jurzynski

Account manager: Ashley Weber

Production: North Kingdom

California Milk Processor Board © 2007. All rights reserved. Get The Glass and the logo are registered trademarks of California Milk Processor Board

07/ Canal +
The March of the Emperor

Agency: BETC Euro RSCG

Creative director: StÈphane Xiberras

Copywriters: Pierre Riess, Luc Rouzier

Art director...

Table of contents

• Cover
• Copyright
• Title Page
• Contents
• Introduction
• 01 / adidas Originals, House Party
• 02 / Axe Dark Temptation, Chocolate Man
• 03 / Budweiser, Wassup
• 04 / Burger King, Subservient Chicken
• 05 / Cadbury’Dairy Milk, Eyebrows
• 06 / California Milk Processor Board, Get The Glass
• 07 / Canal+, The March of the Emperor
• 08 / Carlton Draught, Big Ad
• 09 / Coca-Cola, Happiness Factory
• 10 / Coca-Cola, Yeah Yeah Yeah La La La
• 11 / Guinness, noitulovE
• 12 / HBO, True Blood
• 13 / HBO, Voyeur
• 14 / Honda, Cog
• 15 / Honda, Grrr
• 16 / Johnnie Walker, The Man Who Walked Around The World
• 17 / Microsoft Xbox, Halo 3
• 18 / Microsoft Xbox, Mosquito; Champagne
• 19 / Nike, Barrio Bonito
• 20 / Oasis/City of New York, Dig Out Your Soul – In The Streets
• 21 / Onitsuka Tiger, Made of Japan
• 22 / Philips, Carousel
• 23 / Skoda, The Baking Of
• 24 / Sony Bravia, Balls
• 25 / Sony Bravia, Paint
• 26 / Sony PlayStation, The History of Gaming; The Future of Gaming
• 27 / Stella Artois, La Nouvelle 4%
• 28 / Uniqlo, Uniqlock
• 29 / Wrangler, We Are Animals
• 30 / The Zimbabwean, The Trillion Dollar Campaign
• Picture credits
• Acknowledgements