The TV ad is the first work from London agency Bartle Bogle Hegarty since its appointment in December last year. Filmed in the Chott al Jerid salt flats in Tunisia, the ad features Montagnier, professor of the Pasteur Institute in Paris, reflecting on his modest place on earth within the vastness of the desert.
The campaign theme, "Step out of your world," will follow through other commercials, all featuring people of global significance talking about the importance of maintaining perspective.
This first commercial will air on April 2 in the central break of the ITV's News at Ten in the U.K., on Germany's news channel n-tv and on CNN International across Europe.
The "Atlantic" edition of Time, launched in 1946 and now with a circulation of more than 620,000 copies a week, is part of Time Inc, the publishing arm of Time Warner. Time Atlantic, which is produced for readers in Europe, Africa and the Middle East, is now edited entirely from London.
Montagnier has donated his fee to the World Foundation for AIDS Research and Prevention charity, of which he is president.
Copyright March 1997, Crain Communications Inc.