Bayer Campaign

• In this campaign, Bayer wanted consumers to think of Aspirin as an everyday

pill. They wanted to ditch the current perception (that it is for headaches and

you only take it when you aren’t feeling well).

• Target Audience: Baby Boomers (ages 50-70)

• Unique Selling Point: Bayer Aspirin is different because it is not a vitamin but

can provide multiple benefits for your health. One pill a day can prevent are

some of the most common causes of death (stroke, heart attack, cancer).

It’s that easy.

Taking care of yourself is as easy as tying your shoes.

With just one Bayer a day you can lower your risk of heart

disease. Help prevent some forms of cancer. And stroke.

Today just got a little bit easier.

Loop.Pull.Done.

It’s that easy.

You’ve done it. You created a garden in a few simple steps. All there is left to do is water daily and watch it grow. There is beauty in simplicity. That’s why Bayer aspirin likes to keep it simple. One pill a day can reduce your risk of heart disease. Some forms of cancer. And stroke. Everyday should feel this easy.

Just add water.

If only everyday could be this simple. With Bayer aspirin

everyday could be. One step to reduce you risk of heart

disease. Some forms of cancer. And stroke. The path to an

easier day.

It’s a walk in the park

It’s that easy.

Energizer Batteries, Pledge Furniture Polish and Scott’s Potting Soil

(One-Offs)

Imagination Never Sleeps

Your Canvas Awaits You don’t need to

be Vincent van Gogh to create a masterpiece. All

you need is some flowers (or seeds),

some soil and some water.

Scott’s Potting soil is the best

way to keep your indoor and

outdoor plants looking like a

work of art.

Color Your World

Caterpillar Campaign

• Situation: Caterpillar has recently taken heat for two different things. First, Asian competitors (Komatsu and Hitachi) have began to enter the North American market. Caterpillar is responsible for their success since they moved over seas; it allowed competitors to access Caterpillar technology. Second, they had problems with stalling technology due to reliability issues with equipment.

• Target: Boardroom executives, CFO’s, and the engineers who talk to the CFO’s.

• Unique Selling Point: Caterpillar has begun to buy factories in Michigan since they realized that it is cheaper to produce equipment locally. Also, equipment will be better quality due to stronger steel. They are coming back stronger than ever.

OneTeam.

Caterpillarlearnedalotfromnature’sbestteam,ants.Theybuildcomplicatedtunnelsystemsandmoreimportantly,theyworkasateam.Caterpillarknowsthebestwaytobuildanef<icientandstrongfoundationisthroughteamwork.Itisinourinstinctstoworkasaunitandaccomplishthetask,nomatterwhatitmaybe.

ItComesNaturally.

One Team.

Teamwork:It’ssweet.Honeybeesdon’t

messaround.Theseblackandyellowinsectsareabletocreateginormous

apartment-likehivesbecausetheyworkas

aunit.Caterpillarrealizesthat

teamworkisthebestwaytoensurethejob

getsdoneasefBicientlyas

possible.

Now that’s what I call teamwork. Geese fly in a specific formation to reduce the wind resistance for the

rest of the flock. Their ability to work as a team has inspired

Caterpillar to build better airports that accommodate everyone.

Clear For Takeoff

One Team.

RADIO SCRIPT: 60 SEC TITLE: Look hot, stay cool. BRAND: JC Penney’s

SOURCE AUDIO

MUSIC:

SANDY/SFX:

SFX:

BOB:

SANDY:

SFX:

BILLY:

SFX:

BILLY:

SANDY:

ANNCR:

JC PENNEY’S SPRING THEME MUSIC (UP AND UNDER)

I’m killing it today. Nothing can get in my way or put me down. (SOME ECHO FEUATURE WHERE IT SOUNDS LIKE SHE IS TALKING IN HER HEAD).

SANDALS WALKING.

SOUND OF HOT COFFEE SPILING ON SOMEONE

My coffee!

(IN HEAD) Ouch, that’s hot. Remain calm. You still look good.

SANDALS CONTINUE WALKING. SKATEBOARD SOUND SLOWING GETTING LOUDER

(KID VOICE). Watch out!

CRASH AND SPILLING OF SLURPEE.

Awe man, my Slurpee. I’m sorry miss.

It’s cool. (IN HEAD) Nothing getting in my way today.

Confidence is key. That is why JC Penny’s is having a half off all sandals this weekend only. JC Penney’s: Look hot, be cool for Penney’s.

Word Count: 68

TV SCRIPT: 30 SEC TITLE: BRAND: Michelin

VIDEO AUDIO

CARS DRIVING CALMLY DOWN THE ROAD.

THE TWO DRIVERS MAKE EYE CONTACT AT A RED LIGHT. LIGHT TURNS GREEN AND THETY STEP ON THE GAS.

THE WORLD TRANSFORMS INTO A RACING GAME SIMILAR TO MARIO-KART

MUSIC: CALM MUSIC PLAYING IN BACKGROUD

MUSIC INTESIFIES.

SFX: VIDEO GAME NOISES, CAR TIRES SCREECHING

CARS ARE RACING DOWN CURVED ROAD. CAR A IS IN FRONT AND RECIVES POWER UP. IT IS CLEAR THAT THE POWER THAT CAR A RECEIVED SAY “POT HOLE” AND HAS AN IMAGE DIPICTING A POT HOLE.

CAR A PLACES POT HOLE ON GROUND

CAMERA FOCUSES ON DRIVER CAR B, HE LOOKS FRIGTENED AR FIRST BUT THEN HE HAS A SURPRISED LOOK ON HIS FACE, WHICH TURNS TO A GRIN. THE CAMERA ZOOMS IN ON HIS TIRES, WHICH ARE MICHELIN.

CAR B DRIVES RIGHT OVER THE POT HOLE WITH EASE.

DRIVER A IS LOOKING BACK AT CAR B IN SHOCK WHICH CAUSES HIM TO HIT A BANANA PEEL, SPIN OUT AND LAND ON THE SIDE OF THE ROAD.

CAR B PASSES CAR A AND CROSSES OVER THE FINISH LINE. THE CARTOON/VIDEO GAME WORLD RETURNS TO NORMAL. WE SEE CAR B PULL INTO A GROCERY STORE.

SLOT MACHINE LIKE SOUND EFFECTS

JACK-HAMMER SOUND

MUSIC: INTENSE RACING MUSIC

SFX: SLIPPING AND SPIN OUT NOISES.

MUSIC: VICROTY TRUMPETS.

MVO: Ride with confidence. SUPER: MICHELIN LOGO/SLOGAN

Respect Your EldersThispiecewascreatedin1965.Ithaslivedthroughitall;threedifferentmoves,Jessica’s14thbirthdayparty,andCiveyearsinastorageunit.Thisdresserisanantiqueandholdsalotofmemorieswithit,that’swhyitisimportanttokeepitalivebyusingPledgewhenyoucleanit.Pledgewillkeepyourfurniturelookingsogoodthatyouwillthinkitbelongsinamuseum.

TimelessBeauty