Levi's "Ice Cream Van"
Forget the whimsical music box chiming that typically draws gleeful children to the ice cream truck. Levi's replaces that innocent tune with a decidedly edgier offering, aimed at attracting a slightly more adult crowd. A guitarist churns out a rock-happy electric riff on George M. Cohan's "Yankee Doodle Dandy," attracting a crowd of lusty ladies who crave more than just a popsicle.
Sound: Parv Thind/Wave Agency: Bartle Bogle Hegarty, London Creatives: Dave Masterman, Ed Edwards Producer: Amy Sugdon Director: Stacy Wall/Epoch Films, New York Editor: Rick Lawley/The Whitehouse
What does furniture have to do with freedom? Plenty, if you're listening to the throaty vocals of Ervin Webb's prison work song "I'm Goin' Home" in the context of Ikea's declaration that low prices lead to less work. With an extra beat provided by tapping that slowly builds to a thunderous ovation, the song resonates with the spot's tagline, "Welcome to life outside work"-though the 9-to-5 workday probably isn't the bondage Webb and his fellow prisoners had in mind. Regardless, the apt lyrics "I'm going home" fit just fine for a man leaving the office at 3:03 p.m.
Musical Artist: Ervin Webb Postproduction: VTR, London Agency: Robert/Boisen & Like-Minded CD: Michael Robert CW: Morten Kjaer Producer: Rasmus Ejlers Director: Sebastian Strasseremail@example.com, London Editor: Tony Kernsfirstname.lastname@example.org, London
Sony PlayStation "Sunday Drive"
The spot starts out peacefully enough, with flowers on the side of a country road and a foot-tapping rendition of "Route 66." Of course, that's when all hell breaks loose with the explosive arrival of a SEAL humvee with guns blazing. The thumping of rocket launchers and the staccato of semi-automatic machine guns sharply contrast with the cheerful lyrics of the song made famous by Nat King Cole, leaving no doubt that these Navy commandos truly do get their kicks on any route they damn well please.
Music: Elias Arts Sound Design: Peter Zinda/Soundelux DMG Agency: TBWA/Chiat/Day, Los Angeles ACD/CWs: Jerry Gentile, Brett Craig, David Povill ACD/AD: Doug Mukai Producer: Anh-Thu Le Director: Daniel Benmayor/MIA Films DP: Alejandro Giuliani Editor: Rick Shambaugh/Venice Beach Editorial