Published on .

U.K.Rapid zoom-ins and nutty facial expressions prevail in Adidas' slapstick campaign for its new soccer footwear, the Predator. The madcap, frenzied visuals are especially humorous as a counterpoint to a narrator earnestly defining the game's object and rules to uninitiated viewers. The commercial acknowledges that though the Predator is approved by international soccer association FIFA, the shoe's power renders it "100% Legal, O% Fair."

Agency: Leagas-Delaney, London

Director: Mehdi Norowzian

Art director: Ian Ducker

Copywriter: Will Farquhar

U.S.Footwear industry supplier Amazonas forges a unique association with its resources by using a colorful portrait of an inhabitant of Brazil's Amazon region. The text ironically connects "the best in shoe products" with Amazonas, "named after a place where people wear no shoes."

Agency: W/USA, Chicago

Art director: Fernando Castro

Creative director/copywriter: Laurence Klinger

U.S. Hitachi's Magritte-inspired corporate print ad, breaking this month, depicts the company as a diverse and innovative creator with a presence "in hospitals, at construction sites, even in your local hardware store." Its striking photo elegantly unites the otherwise disparate concepts of fantastic tranquility and accessible technology.

Agency: McCann-Erickson Worldwide, New York

Art director: Louisa Wilson

Deputy creative director: Ken Domanski

Copywriter: Margaret Mandell

U.S.3M's new trade magazine ad presents a solution to a messy situation simply and directly: Packaging made with Scotchban Protector resists ruin from leaking liquids. The photo identifies Scotchban Protector's value quickly and succinctly, without getting into too many dry details.

Agency: Kerker & Associates, Minneapolis

Creative director: Rik Meyers

Art director: Flip Namur

Copywriter: Chuck Bartl

CanadaNewsweekly Maclean's presents its world view as a chaotic collage of images from today's most charged political and social topics. Young neo-Nazis, Canadian soldiers, Mandela and Fleiss share space with more than a dozen other prominent faces and symbols of current affairs. Maclean's promises to reach its audience to greater effect than its U.S. rivals by publishing "what matters to Canadians."

Agency: Prism Communications, Toronto

Art/creative director: Gary Hesketh

Art director: Matthew Gyulay

Copywriter: Albert Ianni

Most Popular
In this article: