The Work: New Campaigns - The World.(Toyota Motor Corp. along with Saatchi and Saatchi to advertise its new vehicle)(Electrolux AB along with Stockholm to advertise its freezers)(SFR hires Iggy Pop to endorse its services)

 
TOYOTA - THROW IT IN THE TUNDRA - US 
Project: Throw it in the Tundra 
Client: n/s 
Brief: Launch the full-sized pick-up version of the Tundra 
Creative agency: Saatchi & Saatchi Los Angeles 
Writer: Deb Smith 
Art director: Kevin Murphy 
Planner: Ginny Kollewe 
Media agency: ZenithOptimedia 
Media planners: Robin Lee, Darrell Halcon 
Production company: Partizan 
Director: Olivier Gondry 
Editor: Michael Hackett 
Post-production: A52 
Exposure: TV in US heartland region 

Toyota is upping the ante in its battle against domination of the US pick-up truck market by Ford, General Motors and Chrysler with new TV advertising for its Tundra model.

Launched at the Chicago Motor Show in February, the new version of the Tundra is intended to extend Toyota's position in an aggressive market sector in which customer loyalties run deep.

Saatchi & Saatchi in Los Angeles drafted in Partizan's Olivier Gondry to direct the complex 30-second spot, which recreates various intense weather conditions to demonstrate the Tundra's durability.

The film shows a single shot of a Tundra parked outside a barn as two men load it with bales of hay, tools and other supplies. The men begin their work in short sleeves on a sunny day. But the weather quickly turns wet and their attire turns into rain gear. While the men continue working, their clothes change to match the weather.

 
ELECTROLUX - FROST FREE - EUROPE 
Project: Frost free 
Client: Ingrid Belmans, European brand and marketing director, 
Electrolux 
Brief: Communicate the benefits of a frost-free fridge in the new 
worldwide 'thinking of you' campaign 
Creative agency: Lowe Brindfors 
Writer: Steve Hanratty 
Art director: Magnus Wretblad 
Planner: n/s 
Media agency: ZenithOptimedia 
Media planner: n/s 
Production company: Godman 
Director: Albert 
Post-production: Framestore CFC 
Exposure: TV in Scandinavia and Eastern Europe 

Electrolux is extending its 'thinking of you' advertising with a TV campaign that explains how its products improve everyday life. The campaign will run in 23 European countries.