1 More than 6,000 famous advertising people from around the world gathered in Cannes at the end of last month for the 44th International Advertising Festival.
2 Many of those looking through the 4,000-plus commercials were searching for the multinational advertiser ideal: a simple idea that crosses borders and appeals to people on the same level in different markets. Unfortunately most of the awards were for ads created specifically for local markets.
3 The New Ford Puma campaign was created too late for this yearís festival, but expect to see it shine at the 45th. Designed to launch Fordís new sporty coupe across Europe, it contains that instantly recognizable idea that those multinational agenciesí clients seek.
4 Essentially, the late, great Steve McQueen drives a Ford Puma through the streets of San Francisco in the manner in which he drove a 1960s Ford Mustang in his classic movie Bullitt.
5 Footage from the film, supplied by Warner Brothers, is combined through the use of extraordinary computer technology with footage of the Ford Puma. The Car follows one of the routes the Mustang took in the film.
6 As McQueen Ďdrivesí around the city, the car receives admiring glances from passers-by ranging from a traffic cop to an attractive woman out walking. Finally he pulls into his garage where he parks the Puma alongside the original Mustang.
an advert, a commercial, a concept, a USP, a university, a VIP, an hour, a European, an exhibition, an MBA, an employee, an endorsement
C 1 the streets of San Francisco
2 a) Bullitt b) the Ford Puma
c) one of the routes taken by the Mustang
d) the 1960s Mustang Steve McQueen drove in Bullitt
3 a) San Francisco b) the Ford Puma c) the one
Steve McQueen has been Ďdrivingí round the city
d) the one Steve McQueen drove in Bullitt
D We use the definite article when we know which one(s) because itís been mentioned before, because itís explained or because itís the only one around.
E We use the indefinite article when we donít know exactly-or it doesnít matter Ė who or what is meant.
Skills: Starting presentations
Good morning everyone, on behalf of myself and Focus Advertising, Iíd like to welcome you. My nameís Sven Larsen, Iím Commercial Director. This morning, Iíd like to outline the campaign concept weíve developed for you. Iíve divided my presentation into three parts. First, the background to the campaign, next the results of our market study, thirdly, the concept itself. If you have any questions, please donít hesitate to interrupt me.
Hi, Iím Dominique Lagrange. Good to see you all. As you know, Iím Creative Director of DMK. Iím going to tell you about the ideas weíve come up with for the ad campaign. Iíll give you the background and talk you through the results of the market study, and tell you all about our concept. If youíre not clear about anything, go ahead and ask any questions you want.
1 ask a question
2 tell a personal story
3 offer an amazing fact
4 state a problem
UNIT 5 Employment
Reading: Choosing the best candidate
Fundamentally, people stay the same. They may learn things, and later in life forget them, but basic abilities- such as language learning and numeracy Ė change little.
1 People who panic; people with impressive qualifications who canít learn; hypochondriacs; unstable people; those who donít come up to expectations.
2 That some people had potential when they were employed-but never realized that potential.
3 Employers should select candidates for what they are rather than for their Ďpotentialí.