BREAKING: Ad inspiration out of Africa

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Operators of Mobil stations in Africa discuss their roles in the daily life of their communities in a TV campaign running in that continent, as well as Asia and Europe. Before two oil giants merged to form Exxon Mobil Corp., Mobil Corp. had made a commitment to advertise on the broadcast of the Champion's Cup soccer championship in Africa. The merged company went ahead with the campaign, which was created by DDB Worldwide, its newly named global fuels agency. The advertising went from storyboard to airwaves in eight weeks. DDB's New York office spearheaded the effort, with help from operations in South Africa, Egypt, Kenya and Paris. The advertising is now running through yearend in 26 countries across three continents. The effort is themed "My Mobil," and reflecting the vastness and diversity of Africa, the commercials were shot in both Arabic and sub-Saharan versions. They air in Arabic, English, French and Portuguese. The action that occurs in both versions of the spots is similar, including a child reaching for a soccer ball. Copywriter: Chuck Griffith, New York. Art directors: Derek Postmus and Mike Frampton in South Africa.
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