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1 LÜRZER S ARCHIVE 02/16 : PRINT P16-17 < > Randolph Engineering Campaign for Randolph Engineering, an eyewear brand and supplier of aviator sunglasses to the United States Military. Randolph Engineering P17 < > Daiichi P18-19 < > Samsung - G awh (The Discoverer of Fire) wearing the new Samsung Level On. - Tha g (Speaker of the First Word) using the new Samsung Galaxy Tab S2. - Akk*ul (Creator of the Erect Walk) wearing the new Samsung Gear VR. This campaign for Samsung Mobile, highlighting the fact that innovation has always been fueled by new tools and devices, features some of the first movers from the early history of humankind. - G awh Samsung Level On - Tha g Samsung Galaxy Tab S2 - Akk*ul Samsung Gear VR Samsung Mobile P19 < > Grundig Pure sound meets best images. The New Immensa TV. Immensa TV

2 P20 < > Jeep - Bearded vulture (gypaetus barbatus). If seeing it here is cool, imagine seeing it live. - Alpine ibex (capra ibex ibex). If seeing it here is cool, imagine seeing it live. (Due to the small size of this poster campaign, it may take a while to spot the animals hidden in the rocks.) P21 < > smart - Just three seconds until»f*cking sh*t, it s a smart!«drive it or hate it. The smart fortwo. - Just three seconds until»bloody hell, it s a smart!«drive it or hate it. The smart fortwo. - smart 3 2 smart - smart 3 2 smart P24-25 < > Sherlock To thieves, it s worthless. Thanks to our 52 marking points. Campaign for the highly effective Sherlock brand anti-theft system, which makes it virtually impossible for cars to be chopped up for parts. 52 Sharlock P25 < > Nissan Tough. Smart. Ready for the unexpected. All new Nissan NP300. Nissan NP300

3 P28 < > Mitsubishi 2016 Outlander. With heated wipers Outlander P29 < > Fiat 500 Fiat 500. Fits everywhere. Fiat 500 P32-33 < > Pirelli Dedicated to Piega lovers. Pirelli high-performance motorcycle tires. Maximum grip in all conditions. The Italian word piega can mean either bend or hairstyle. The headline therefore refers to motorcyclists who love to take curves in style while making the most of their tires and, equally, to riders who care a lot about their do. Piega Pirelli Piega P33 < > Renault Christmas ad by Renault. Strapline: Renault. Passion for life. Renault Renault

4 P34 < > Fiat - Dad, can you pick me up today? Can t kid, the gar s getting a tune-up. It ll only be ready tomorrow. Hmmm...OK. Peter said I can sleep over at his house. - Hi, darling. Pick me up today at the office for lunch? No, babe. The car s getting a tuneup, remember? I m getting it tomorrow. All right. I m gonna see if the secretary gets me something to eat then. Strapline: Sometimes you can t be without a car. Campaign for Fiat Florença in Brazil, which offers a full-service tune-up in just 50 minutes Fiat Florença P34 < > Fiat For a harmless world. Parking Assist by Fiat. Fiat P35 < > Mitsubishi Badass from every angle. L200 Triton True strength and endurance L200 Triton

5 P38 < > Jeep - Bratislava...Barcelona - Nashville...New york Jeep Renegade Turbodiesel. 1,900 km with only one stop ,900km Jeep Renegade P39 < > smart» Life doesn t wait until you ve found a parking space. The smart for two, only 2.69m. 2 smart 2.69m P40 < > Confederate Motorcycles - Landspeed record. Bonneville Utah, salt flats. 166 m.p.h. - Or, you can try riding a Picasso P41 < > Ergo Fall 2016 Campaign for Ergo accident insurance run during the 2016 Berlin Fashion Week Fall 2016 Ergo P42 < > Tiger This ad for Tiger brand beer depicts The Great Race, a legendary folk story in which the 12 animals of the Chinese Zodiac competed against one other to win the favors of the mythological Jade Emperor. Tiger 12

6 P42 < > Tovaritch! Never drink alone! World s most awarded vodka Campaign for Tovaritch! brand Russian vodka. Cover page Tovaritch! P43 < > Lavazza Even somebody up there likes us Strapline: Lavazza. The first espresso in space. This ad for Lavazza refers to the fact that, on May , astronauts of the International Space Station (ISS) were able to enjoy Lavazza espresso up in space. Lavazza ISS Lavazza P43 < > Lavazza We are all earth defenders Strapline: The official coffee of the Italian Pavilion at Expo Milano This ad for Lavazza brand coffee is part of a multi-motif campaign for the Expo 2015 celebrating coffee workers as superheroes Lavazza

7 P44 < > Cockta - There were power shortages in Yugoslavia. And there were petrol shortages. But at least you could get a decent drink. If you could actually find it. - Framed picture of the leader on the wall? Obligatory. Soft drink in the fridge? Optional. Fridge? You probably weren t that lucky. - Communism? Checked. Supreme leader? Checked. Army? Checked. Yugoslav people? Triple-checked. - In Yugoslavia it was easy to cross the line and hard to cross the border. But on a positive note soft drinks were served in the prisons. Campaign for Cockta, a soft drink with a unique history dating back to the communist regime of the former Socialist Federal Republic of Yugoslavia, recalling the times when this brand was one of the few indulgences available to the Yugoslav people. 3 - Cockta P45 < > Let s refresh our memories! Panela Ad for a traditional Colombian drink. P46 < > Philips Multigroom series integrated length settings. Multigroom

8 P46-47 < > Closeup - White Bear. - White Rhinoceros. - Great White Shark. Strapline: When white is not white. Campaign for a whitening toothpaste P48-49 < > Assassin s Creed Syndicate - Samuel F. Morris & Sons metal works. A proud family concern since Your children are powering the empire - Travel across Britain on the backs of dead railroaders. All year round London South Western Railway - Capitalism is the way to rule the masses. Daveson Chartered Industrial Bank - Pearson Mechanics & Engineering Co. Progress leads the way for imperialism - British association of physicians & surgeons. Modern medicine saves people who can afford it Pay-Off: Fight the oppression of the masses Download Assassin s Creed Syndicate. Campaign for a video game set in Victorian England. - F Assassin s Creed Syndicate

9 P50-51 < > Havaianas Original do Brasil. Do Brasil desde P52 < > Benetton - This is the face of Berlin - This is the face of London This model does not exist. She is a combination of all the ethnicities that are living in today s cities. She is the face of our collection. Campaign for Benetton featuring models that were created from a synthesis facial features and other attributes of the ethnic mix of people living in today s major global cities. - - P53 < > Louloux Only 17 pairs of each worldwide. Rare shoes. Save yours. Campaign for Louloux brand exclusive brand shoes, featuring rare animals such as the panda, the rhino, and the black panther. 17 Louloux P54-55 < > Diesel - holy denim - took it for you. No filter! - it s complicated Campaign for the Diesel Spring/Summer Collection 2016, decoding digital culture Diesel 2016

10 P55 < > Well Make them happy. P56 < > Red Wing Shoes - Slip Resistant. Waterproof. Tough. Campaign for Red Wing brand footwear Red Wing P56 < > Dermawear 36 to 34 in 9.2sec Ad for Dermawear brand compression inner-wear that helps to shape up the body by compressing extra flab Dermawear P57 < > Sackwear - The further you get from humanity, the easier it is to find your own. - It s not about man vs. nature. Out here, man is nature. Campaign for Sackwear brand shirts, which take their cue from the cruiser lifestyle. - - Sackwear P58-59 < > McDonald s

11 Now always with fruit P59 < > Orbit Don t let them settle in. P60 < > Botaniq - soup, wok, pasta sauce, juice, spiced carrot strips, salad - lasagna, pizza, sandwich, eggplant patties, burger - pizza, hummus, salad, muffins, pie, broccoli corn bread Botaniq. Vegetarian butcher. Campaign for a vegetarian and vegan restaurant in Copenhagen Botaniq P61 < > Snickers Photo retouchers get confused when they re hungry P62 < > Heinz Burn inside. Heinz Tomato Ketchup. Fiery Chili. Heinz

12 P63 < > Wakaba Sale on all authentic Japanese products. P63 < > Domino s Pizza - Blue: Eat meat. Red: Don t eat meat. - Blue: Prefer burger. Red: Prefer hot dog. - - P64 < > Tyrell s - Amuse your guest s bouche. - Best enjoyed the civil side of sozzled Life s a shindig - - P64 < > Florette Campaign for Florette brand salads Florette P65 < > Quality Street #whatsinyourtin Campaign for Quality Street confectionery assortments, showing the many ways in which their tins can be (re-)used. # Quality Street

13 P67 < > Metalpox - More resistant. A bookshelf that can take a lot of punishment - Superior stability - - P67 < > Waydesign At least inside we make it better. Ad for furniture store Waydesign. Waydesign P68 < > AK1 Ad for a multi-purpose cleaner P68 < > Hypo For whites only. Ad for Hypo Bleach detergent alluding to the fact that all nominees for the Best Actor category at the 2016 Academy Awards were white Hypo Bleach P69 < > Ariel. Brilliant white. Ariel Ariel Ad for Ariel brand detergent Ariel P70 < > Dulux

14 Dulux. Let s colour. Dulux Campaign for Dulux brand interior wall paints. Dulux P71 < > Liquid-Plumr Straight to the sewer. Campaign for Liquid-Plumr Hair Clog Eliminator. Liquid-Plumr P72 < > Khaitan Extreme grinding power. Campaign for Khaitan brand mixers. Khaitan P72 < glassybaby - remember, cabo, crush - smooch, friendship, lucky What do hue see? Campaign for glassybaby brand colored candleholders. - - glassybaby P73 < > Cleans instantly. Jif Campaign for Jif brand cleaning agent. Jif P74 < > Nikol Every toilet has a history. Nikol. Anti-bacterial toilet seat swipes. Nikol

15 P74 < > Don t wear what you eat. Vanish Ad for Vanish brand stain remover. Vanish P74 < > Samsung Undust your lungs. Clean even the air. Ad for Samsung brand vacuum cleaners with hi-tech filters. Samsung P75 < > Eve Sleep - Don t let a middle man come anywhere near your bed. Your bed is your bed. You don t want a pesky, high-street retail middle man getting involved. Not with the money they charge to maintain those high-street premises. Eve is online only so we needn t charge much. We make a mattress that is nothing short of perfect, because we make it with new-generation memory foam. Ordering is a piece of cake. Enter the promo word NOBRAINER to get your 50 off, and it ll be delivered within three days. We ve spent four years perfecting this mattress. We ll give you 100 days to decide whether you like it or not. - Hands up who had a bad night s sleep? Okay, don t put your hands up, just nod if you can... Campaign for Eve Sleep brand mattresses. Eve NOBRAINER Eve Sleep

16 P76-77 < Delta Blues Museum - Misery loves company. Which explains why this juke joint still attracts crowds. - Time heals all wounds. But not as profoundly as a weeping guitar. - Gritty chords & soul-searching lyrics. What separates the blues from any old sob story. Campaign for the Delta Blues Museum in Clarksdale, Mississippi, where visitors can explore the history and heritage of the unique American musical genre known as the blues. - Delta P77 < > Armazém da Utopia The American dream. Stop the war. Poster ad by Armazém da Utopia (Utopia Warehouse), a dynamic multipurpose space hosting cultural events. Armazém da Utopia P78 < > Havas Havas Internship Program #nowhiring. Havas # P78 < > Clemente Museum - His ability inspired admiration. His humanity inspired awe. - The Pirates signed his paycheck. But we all know who he really played for.

17 Poster campaign for the Clemente Museum in Pittsburgh honoring Roberto Clemente ( ), the Major League Baseball right fielder of the Pittsburgh Pirates. Clemente P79 < > Deutsches Theater - I am the first stone. - I m just as human as the next man. - I am the way. - I am the light. Campaign for Deutsches Theater (DT) Berlin, one of Germany s leading theaters, which dedicated the 15/16 season to the theme of religion and its potential for conflict Deutsches Theater (DT) P80-81 < > ADC - More people have known what it s like to be pope than to be a black cube winner. - There are more fatal elephant attacks each year than ADC cubes awarded. - More people have climbed Everest than won a gold cube. - There are more miss universe winners in the universe than ADC black cube winners. - Fewer people have won black cubes than been knighted by Queen Elizabeth. - More people have quadruplets each year than win ADC cubes. Be amongst the select few who reach the highest level in idea and craft. Campaign for the Art Directors Club. - ADC

18 - - ADC - ADC Art Directors Club P81 < > Zurich Chamber Orchestra This poster ad for the Zurich Chamber Orchestra, which shows the musical Intermission sign, was placed at the entrance to the concert hall, signaling to the audience that they should also give their phone a break. Chamber Orchestra P82 < > Doggie Dabbas Doggie Dabbas P83 < OTC> SuNMaP Don t play doctor with malaria. Test before you treat. Campaign for diagnostic malaria test kits provided by the SuNMaP aid organization. SuNMaP P84-85 < OTC > Apnex Brings peace to the bedroom. Solves snoring problems. Campaign for Apnex brand anti-snoring solutions.

19 Abnex P85 < OTC > Gas-o-fast Make everything light. Campaign for Gas-o-fast antacid tablets. Gas-o-fast P86 < OTC > Blackmores - Specmacular. Help support eye health with Blackmores Lutein Defence. The powerful antioxidant formula of lutein and zeaxanthin may help protect your macula against free radical damage. - Run laps around yesterday. New Blackmores Exercise range is specifically formulated with essential nutrients to support people who exercise. - Free designated driver for nine months. Health and motility, Blackmores Conceive Well Men is the first supplement to contain vitamins, minerals and the antioxidant ubiquinal to defend sperm cells against free radical damage. - Pregnancy: men can help... - Blackmores Lutein Defence - Blackmores Exrcise - 9 Blackmores Conceive Well Men -... P87 < > Mixbrasil Campaign for the 23th Mixbrasil festival of sexual diversity. 23 Mixbrasil P88-89 < > V&A Museum of Childhood

20 - Part lion, part dog, part imagination of a 6-year-old - Chloe is just like every other 6-year-old. Apart from her third eye and pet cloud, that is. - Hockney. the home of hipster beards, skinny jeans and 8ft dinosaurs. - Most urban foxes scavenge for food. This one however, hunts for comic books. - Where do you find a tennis playing monster with 23 toes? Belhnal Green, of course. - No dogs allowed. But imaginary pet cats are welcome. The Imaginary Friend Collection. Some of the world s best model makers turn children s imaginations into reality. Campaign for a special exhibition at the V&A Museum of Childhood in London, which shows phantasmagorical physical creatures based on children s drawings of their imaginary friends V&A P89 < > Curitiba Music Workshop - Enjoy - Delite Try this summer. Campaign for a free music workshop organized by the City Hall in Curitiba, Brazil. - -

21 P90 < > PKF Star Wars: A Musical Show P91 < > Imagen Radio The truth comes to light on Imagen Radio. Campaign for a radio station known for its investigative news reporting and in-depth analysis. Imagen Radio P92 < > UOL Music million times going to work without ever repeating the same track. UOL music. Deezer. 40 million songs million times running UOL Deezer P92-93 < > The Wall Street Journal - A U.K. bank is bought by a Spanish bank in one of the largest EU cross border acquisitions. - Japanese camera firm looks to reinvent itself by buying Swedish video network. - Hundreds of U.S. companies are basing themselves in Ireland. In global business, ambition knows no boundaries. Introducing your newly expanded global edition of the Wall Street Journal. With its truly international perspective across markets and industries, more business executives read the Journal globally than any

22 other publication. Strapline: The Wall Street Journal. Read ambitiously. - EU - Wall Street Journal The Wall Street Journal P95 < > Thomann The power of music! Strapline: Thomann. Music is our passion. Campaign for Thomann, a store selling musical instruments. Thomann Thomann P96 < > Livrarias Curitiba Campaign for the Brazilian bookstore Livrarias Curitiba. Livrarias Curitiba P97 < > Currys PC World - Script 3. Act 3, Scene 1. The Pinocchio. Tis the season to be jolly so they say. That can prove tricky when faced with a turkey that heave more resemblance to a larger lump of coal than food. But it s Christmas, and you have to pretend like it s the tastiest thing you ve ever eaten. so ACT. (excited) To help pull this off successfully, try The Pinocchio technique. Imagine that the incinerated bird in front of you has been cooked to absolute perfection in a BOSCH OVEN with 3D hot air technology. Food shouldn t taste this succulent and juicy but it does. (Smiling) Seconds pleasure.

23 - Script 2. Act 2, Scene 2. The Hoodwink... Spare the act this Christmas Campaign for UK electronics retailer Currys PC World D BOSCH Currys PC World P98 < > Ikea Cigar. Charger. Walking Cane. One thing is for real. P98 < > JR/Duty Free - TLV OFC - TLV BOS - TLV WFE - TLV LVR After all, you re a man of many duties. Ad for the JR/Duty Free shop JR/Duty Free P99 < > Ikea

24 - living room - bedroom Ikea modular furniture. A new home whenever you want. Strapline: Ikea. It s the little things that matter. - - Ikea Ikea P100 < > Poste Italiane Philatelic subscription. The art of stamps in your home. Ad for the Italian postal service. P100 < > De Lijn New. The app with hop off notification. Download the app at delijn.be. Campaign for an app from the Belgian public transportation company De Lijn that alerts passengers once they have reached their final destination. delijn.be De Lijn P101 < > Iarnród Éireann - Mobile-Phoney: Exploiting one s mobile phone in a fraudulent manner by engaging in a fake phone conversation avoiding any obligation to give up their seat. E.g. Did that woman s phone just ring in her face while she was speaking into it? She s a mobilephoney, if ever there was one. - Goggle-bluffing: To subtly avert one s eyes or bluff the direction of one s goggles. Usually committing to a line of sight that avoids eye contact with any passenger in desperate need of a seat. E.g. Judging by the stubbornness of his stare and resistence to distraction, I would wager that the man with the briefcase is goggle-bluffing! - Frummaging: The act of faking a rummage in one s bag for something that does not exist. Frummagers have also been known to place their bag on the seat beside them so as to deter any potential neighbours. E.g. The girl with the scarf has put her hand in the

25 bag every time an elderly sort is in her vincity. Oh she s a frummager alright! - Snoofing: The practice of feigning a dormant state, or spoofing a snooze in order to avoid any interaction with other passengers, lease of all having to relinquish one s seat. E.g. That gentleman just opened his eyes and closed them aagain after seeing a pregnant woman standing beside him. He s snoofing by gosh! #GiveUpYourSeat Campaign for Iarnród Éireann/Irish Rail, Ireland s rail network operator. # Iarnród Éireann/Irish Rail P102 < > CAFOD - Lost family portrait: Ali s family. Refugee Camp, Bekaa Valley. Ali s home was hit by a missile. He escaped. His mother, father, brother and two sisters were left behind. Visit cafod.org.uk for the whole story. - Lost family portrait: Razir s family. Refugee Camp, Bekaa Valley. Razir s husband was kidnapped and executed. Unable to raise enough money to bring all of her children to safety, she was forced to leave her two eldest girls behind. Campaign by the UK aid agency CAFOD picturing Syrian families in classic family portrait style. Empty spaces and chairs are used to represent missing family members who have been lost during the current conflict. -

26 cafod.org.uk - CAFOD P103 < > Amnesty International #FREERAIF Outdoor campaign launched in downtown Montreal to support the cause of Raif Badawi, a Saudi blogger unjustly sentenced to 10 years in prison and 1,000 lashes for simply having criticized the Saudi government on the Web. # P104 < > Greenpeace - It s not just tuna. It s a choice to stand against human rights abuses and the overharvesting of our oceans. - It s not just tuna. It s a chance to fight the unsustainable practices that are devastating oceans and ruining lives. Take action at tuna.greenpeace.org. tuna.greenpeace.org P105 < > Renna Mobile - Twitter / Driving - WhatsApp / Driving Keep them separate. Road safety campaign from Omani mobile carrier Renna Mobile.

27 - Twitter - WhatsApp Renna Mobile P106 < > LHL Teddy bears can be dangerous Collectors of dust in children s rooms can provoke asthma and allergies. Wash stuffed animals four times a year. Find more preventive tips at lhl.no/stovsamlere Campaign sponsored by the Norwegian Heart and Lung Association (LHL) focusing on the rising number of Norwegian children affected by asthma and allergies. 1 4 lhl.no/stovsamlere LHL P107 < > CtheCity - Sunflowers, Van Gogh. Westertoren - Red Light District - Wheel clamp See the city through the eyes of the blind Experience Amsterdam in the dark at Amsteldijk 52 Outdoor campaign for CtheCity, a walk through Amsterdam in complete darkness assisted by blind tour guides. The posters show major tourist attractions as painted by blind-born artists Amsteldijk 52 CtheCity

28 P108 < > Amnesty International For transparency in Islam P108 < > Minha Melhor Semana - There are women with a different kind of claustrophobia. It s not space that suffocates them. Say no to violence against women. Report. Call For joy and for sorrow. It s a pity after some time the only part of the vow kept was the second. Campaign sponsored by Minha Melhor Semana, an e-commerce company specialized in selling to woman shoppers. 100 e- Minha Melhor Semana P109 < > Robin Wood Destroying nature is destroying life. Campaign by the German environmental organization Robin Wood. Robin Wood P110 < > Alone - Loneliness can be as harmful as 15 cigarettes a day - Lonliness kills Research shows that loneliness and isolation can be as harmful to someone s health as smoking 15 cigarettes a day. Help someone quit loneliness, visit alone.ie Strapline: Alone. Helping older people in need

29 alone.ie Alone P < > Give!Guide - I gave to bravo youth orchestras because I cropdusted all those kids at the mall - I gave to 1000 friends of Oregon because I just unfriended my mom. - I gave to Portland fruit tree project because all my favorite snacks are made by huge, multi-national congromerates. Been a little bad? Do a little good. Choose from 143 awesome local nonprofits at GiveGuide.org. Campaign for Willamette Week s Give!Guide, an annual giving program organized by an alternative newsweekly in Portland, Oregon. By putting over 140 local nonprofits under one digital roof, it gives readers the opportunity to choose from a wide range of causes they might want to support GiveGuide.org Willamette Week s Give!Guide 140 P112 < > WWF

30 There can be no wildlife without trees. P113 < > Teto - TV actress is seen crossing the street - Pop singer parks car in parking space The problem is not what makes the headlines, but what doesn t 16 million Brazilians live in extreme poverty. You can help them. Campaign sponsored by the Brazilian charity Teto. - TV Teto P114 < > Remember a Charity in your Will You don t have to go to extremes for charity... Including a gift in your Will is legendary enough. Campaign for an initiative by Remember a Charity in your Will, a UK organization that supports charities, encouraging people to make a bequest when drawing up their will.... Remember a Charity in your Will P115 < > Samaritans - I think I m going to be ok. It does feel rubbish losing a job, but not desperate. - Please don t worry about it, you guys help people with worse problems than me. - I m going to be alright. It s not so bad spending a lot of time alone. - I m alright with being single I guess. It s not ideal for the kids, but they seem to be coping.

31 We don t just hear you, we listen. Campaign for Samaritans, a non-profit organization providing confidential emotional support to people in distress. Samaritans P116 < > K9 Friends Talent for hire Hire one of our amazing dogs for your advertising to help us care for others. Campaign for K9 Friends, an NPO that looks after abandoned dogs and hires them out for advertising campaigns in exchange for a donation. NPO K9 Friends P117 < > Do you enjoy abusing women? Familia Galán Try with me! November 25. International Day for the Elimination of Violence Against Women. Ads sponsored by Familia Galán, a Bolivian Trans Activist Group campaigning for gender and sexual rights. -

32 11 25 Familia Galán P < > Ultimate Fitness Centre - May the good lord provide you big balls. - Madam miraculosa and the crystal ball. Balls guaranteed or your money back. Your balls in 7 days! - Vote Mr.Ballsy in Ballsy we trust! - The magic balls. The great magician Garry Mc Nuts. World s most amazing magic: the instant balls! - The Rolling Balls. The best hits to grow some balls Balls don t come from heaven/psychics/politicians/magic/music. Time to grow yours at Ultimate Fitness Centre Campaign for the Ultimate Fitness Centre in Sydney, Australia Untimate Ultimate P120 < > Brooks Every step gets energized Ad for a shoe cushion technology that reshapes to ideally respond to speed, surface, running style, foot shape, and weight.

33 P120 < > Orbea Orbea P120 < > Vim From upperselfie to frontselfie in two months. Vim. Gym and spa. 2 Vim P121 < > Umbro Frighten them off. Wear black. Blackpack Umbro s collection. The black boot is back. Blackpack Umbro P122 < > Early booking season is open Palmet Tours P122 < > Celebrity Cruises - The grass is always greener on the other side of the world. Modern luxury lives here. From a game of bocce to a relaxing picnic, our Celebrity Solstice Class Lawn Club means you can enjoy one-half acre of perfectly manicured grass at sea. - Harvested in Ghana. Prepared in Belgium. Polished off somewhere in between. Modern luxury lives here. Wherever your tastes may take you, eat well. Our diverse, globally influenced restaurants are designed by a Michelin-awarded chef. Campaign for the Celebrity Cruises cruise line. Celebrity Solstice Class

34 Lawn Club 1.5 Celebrity Cruises P123 < > NorWest Wherever your eyes want to take you. P126 < > Bank Of America Accumulations are not meant to scare the crap out of people. Open a savings account today. Strapline: Bank of America. Collect the right thing. Bank of America P126 < > Wikipedia Help us keep it clean. Fundraising campaign to help Wikipedia remain ad-free. Wikipedia P127 < > Dramamine Dramamine. Motion sickness relief. Dramamine

35 P127 < > Alka Seltzer Keep the flaps shut. Ad for Alka Seltzer, a medication for heartburn relief. Alka Seltzer P127 < > Mental Health Foundation India Distraction is a symptom of depression. MHF provides its effective services and programs to promote mental health and advise on necessary precautions. Ad for the Mental Health Foundation India. MHF Mental Health Foundation The work featured in this spread has been nominated for the Lürzer s Archive International Student of the Year Award This is an annual award whose winner is chosen by our readers. Find out more at Lürzer s Archive P < > This year marks the 25th anniversary of the first appearance of the great ads assembled here in this spread, all of them published in Lürzer's Archive in Lürzer's Archive 25 P128 < > Benetton This highly controversial poster for Benetton first appeared in Lürzer's Archive Vol. 1-

36 1991. Benetton Lürzer's Archive P128 < > Heinz While others use starch to thicken their tomato ketchup, Heinz just use tomatoes. Ad for Heinz brand Ketchup (Vol ). Heinz Heinz P129 < > Häagen-Dazs It is the intense flavour of the finest ingredients combined with fresh cream that is essentially Häagen-Dazs. Strapline: Häagen-Dazs. Dedicated to Pleasure. First seen in Vol Häagen-Dazs Häagen-Dazs P129 < > Dunham There are feet that have never gotten the corner office. There are feet that have never sat through a shareholder s meeting. There are feet that have never had sushi for lunch. There are feet that have never seen the inside of an Italian loafer. Strapline: Dunham. They get the job done. (Vol ) Dunham

37 LÜRZER S ARCHIVE 02/16 : Film & TV Commercials P134 < > 1 Samsung Unpacking Samsung Upon unpacking the box our new smartphone comes in, we enter the world of Samsung developers, seeing all the previous models the company has produced in the course of its history. Pay-off: Who knows where progress will take us? Samsung < > 2 Volvo Life Is In The Details Often, it is the details that matter most in life be it either when conducting an orchestra or driving the new Volvo (V40 R-Design). Volvo V40 R- < > 3 Honda Runnin With The Devil As if from nowhere, the sleek outline structure of an automobile rises up out of the depths ready to be given its finishing touches and branded Honda Acura. All of this to the accompaniment of light effects, red-hot engines, and the voice of Van Halen s David Lee Roth. Honda Acura < > 4 Tesla Motors Night Projections Silently, and as if moving on rails, the new Tesla glides through the nocturnal city streets, passing fragile projections of forests and fields. A commercial for the all-electric Tesla Model S.

38 Tesla Tesla Model S < > 5 Nissan New Year s Resolution Nissan begins by leading us up the garden path with something about new year s smoking resolutions. Then, a crane jib grabs hold of an exhaust and stubs it out on the ground like a cigarette. Yet the pay-off Quit Smoking in 2016 is, of course, really about the new 100% electric-powered Nissan Leaf. Nissan 2016 Quit Smoking Nissan Leaf < > 6 Auxmoney Alle für einen A writer looking for peace and quiet in an idyllic house by a lake. Once the business of financing the house comes up, the many people bankrolling the deal suddenly appear, lining the surrounding hills. A spot for crowdfunded loans from auxmoney. auxmoney < > 7-8 U.S. Bank The Power of Possible Two commercials focusing on visions of the future. One concerns a home of one s own, while the dream project in the other is that of opening a restaurant a plan that actually can be realized with the support of US Bank. 2 US Bank < > 9-12 Geico Fast Forward Geico has a surprise or two in store for us in this fast forward campaign featuring two versions of the same spot. The first contains just a short advertising message, after which the spot fastforwards to the end. In the longer version, we are told more about the special Geico mobile deal

39 and get to see the rest of this pretty weird story. 2 Geico 1 Geico < > 13 Guinness John Hammond, Intolerant Champion John Hammond was a true pioneer in the field of both music and civil rights. A talent scout and well-to-do white man in the New York of the 1920s and 30s, he helped black musicians achieve fame while also promoting concerts featuring black and white musicians playing together on stage P135 < > 14 Budweiser #GiveADamn Helen Mirren does like to have a beer yet is dumbfounded by the idiocy of people who still consider getting behind the wheel after having had a few drinks. For every #GiveADamn posed on social networks Budweiser donates 1 to safe driving courses. SNS #GiveADamn Budweiser 1 < > 15 Mountain Dew Puppymonkeybaby A weird creature stuck together from monkey, ice bucket, diapers injects some life into a rather dull evening in front of the tube. It treats the guys to ice-cold Mountain Dew, which is itself made from an unrivalled mix of three awesome elements dew, juice, and caffeine. 3

40 Mountain Dew 3 < > 16 Compal Essential Essential + A highly colorful spot in which we encounter the full range of different fruits and vegetables that go into the new Compal Essential. Commercial for a fruit juice providing that extra shot of vitamins to get one through a working day. Compal Essential < > 17 Pepsi The Monkey King Family A long-format narrative spot tracing the history and tradition of the enduring Monkey King spirit and the way in which performance arts skills are handed down from generation to generation. A Lunar New Year commercial for 2016, the Year of the Monkey, in which we also discover the part in all this played by Pepsi Pepsi < > 18 Old Spice Whale Absurd advertising hits a new high. A man playing tennis on the back of a whale asks himself the ultimate question: Where does regular end and extreme begin? Old Spice will, it is to be hoped, help him find an answer. Old Spice < > 19 Axe Find Your Magic A spot showing us that the unique can come in many guises. Six-pack, suits, moves or just a very special kind of nose! All a man has to do is stand by what he believes in and work on what is special about himself, Axe will take care of the rest.

41 ... Axe < > 20 YSL L Homme A man heading off into the day is seen leaving his apartment. The pretty neighbor, feeling her moment has come, sneaks in through the door he leaves ajar. When the man suddenly returns realizing he forgot his fragrance he catches the neighbor inside trying on his Yves Saint Laurent-suffused jackets. How, one asks, might this story continue? Yves Saint Laurent < > Urban Beard For all men who would just love to run the full gamut of male clichés from lumberjack to barkeeper but don t quite make the grade comes this piece of encouragement: using this product will make you look like the man who can. A spot for Urban Beard grooming products. Urban Beard < > 24 The Body Shop Mother s Day 2016 How do the Royals celebrate Mother s Day? Prince Charles rose garden has been wrecked by the Queen s corgis, whereupon the latter receives from him only a rather battered-looking bunch of roses. Yet that makes her appreciate the rose product series from Body Shop all the more ardently. Body Shop P136

42 < > 25 Fisherman s Friend Flyboarding The fresh breath that only a Fisherman s Friend can provide is what enables a fisherman to help out a colleague in rather unconventional fashion, ensuring that he lands the ultimate catch. A spot for Fisherman s Friend brand lozenges. Fisherman s Friend Fisherman s Friend < > 26 Snickers Marilyn When a sassy Marilyn with her skirt fluttering in the wind turns into an ill-tempered Willem Dafoe, we know we are talking about the kind of hunger attack only Snickers can deal with. Snickers < > Snickers A series of commercials in which the absence of Snickers Crisper can lead to nasty misunderstandings. In one, a nude model mistakes the chemistry lab for the figure drawing class, while in another a rather overconfident candidate takes a somewhat freewheeling approach to the job interview format. Snickers Crisper < > 29 Heinz Ketchup Wiener Stampede Hot dogs in the most literal sense of the term are running down a romantic hillside, straight into the arms of their owners, who, very appropriately, are waiting for them dressed up in ketchup and mustard sachets. A spot for Heinz Ketchup. (The American term wieners means not only hot dogs but also dachshunds. )

43 Heinz Ketchup wieners < > 30 Doritos Crash The Super Bowl Finalist We see in this, one of the current year s crop of Super Bowl spots, that even unborn babies are crazy about Doritos: while the mother-to-be is having a scan, the father with the bag of tortilla chips gets a little too close to the excited child, triggering a premature birth. Doritos < > Dentyne Elevator Wishing to impress others by flaunting their fresh breath, the protagonists in these spots get a little too close to the others traveling with them in the elevator with a pregnant woman not even ashamed to feign the onset of labor. A spot for Dentyne brand gum. Dentyne < > 34 The Swedish Bread Institute Bread The Future A baker from some distant and bizarre future world is telling her staff about all the things that have changed down through the years. Yet there is one thing that has remained the same: the importance of bread and the way it is made. Bread The Future is an initiative promoting the climate-friendly manufacture of bread. BreadTheFuture < > 35 McDonald s Happy Meal

44 We see a dozen kids turning up their noses in disgust, And what, pray, might it have been that sparked such revulsion? Might it, perhaps, be the extra portion of fruit that has now been added to the McDonald s Happy Meal? McDonald s < > 36 Tillamook Oscars Spot A rapid succession of images parading all the mass-produced items that come to us containing preservatives and artificial flavorings. Contrasting with this is the world of Tillamook, which prides itself on being different from the usual Big Food companies, producing food that is entirely wholesome and free of such additives. Tilamook P137 < > 37 Cillit Bang The Mechanic A car mechanic s boss orders him to spend the night cleaning up the workshop. Working to the beats of Flash Dance anthem Maniac and thanks in no small part to the cleaning action of Cillit Bang the guy has the place gleaming again in next to no time. Maniac Cillit Bang < > 38 Fevicol Govinda A human pyramid is boldly advancing through the streets of India. Repeatedly, onlookers and local residents empty buckets of water in an attempt to cause it to topple but are unsuccessful. A spot for Fevicol adhesive. Fevicol < >

45 39 Shachihata Xstamper 50thAnniversary The history of a man told by means of a hanko, a signature seal commonly used in Japan and other Asian countries to sign documents or as proof of authorship. A spot for Japanese stationery and writing implements producer Shachihata. < > 40 Okamoto CM Dinosaur Edition We are live, 70 million years back in time, witnessing a pair of dinosaurs copulating. The act completed, the female turns away somewhat dissatisfied. Thanks to Okamoto condoms, however, we can today ensure that we climax for just a little longer Okamoto < > 41 Amazon Yoga Being reminded upon seeing the bent yoga position adopted by a man of a chicken leg, a woman immediately orders a meat thermometer from Amazon. Pay-off: Thought it. Bought it. Amazon < > 42 NRK Firing A Gun Under Water We see a man standing in a pool holding a strange contraption and are not quite sure what to make of it all. The very next moment, however, the device fires a shot at him from under water. Fortunately, however, the resistance of the water slows the shot and it fails to hit him. A spot for Life on the Line, a show in which scientific facts are demonstrated in rather spectacular fashion. Life on the Line < >

46 43 Ikea Cooking Is Caring A boy astutely plays one estranged parent off against the other to ensure that he is always served a wide array of home-cooked meals. Cooking is caring, runs the pay-off to this new Ikea spot. Ikea < > 44 Eis.de Box The first impression here is that of two women fighting over two colorful varieties of ice- cream. Yet all is then revealed, the stuff rolling around inside the box actually being a selection of sex toys available at online platform eis.de. eis.de < > 45 Sky Cable TV Fluid Viewing Individual TV screen pixels liquefy, happily hopping from one television in the living room to another. A spot for Fluid Viewing from Sky Cable TV, which enables programming to be enjoyed without regard to either time or the device on which it is being watched. TV Sky Cable TV Fluid Viewing P138 < > 46 Canal+ The Fan A lifelong fan who works as a steward is therefore unable to follow the game in progress. Saddened by this, his daughter has come up with a surprise for him. She takes a seat in the stand and holds up a tablet on which he can now follow the match action. A spot for broadcaster CANAL+, which carries all the most important soccer matches live. CANAL+

47 < > 47 Android Rock, Paper And Scissors An animated spot in which unequal friends rock, paper and scissors get to know one another in high school, immediately striking up a friendship. Fittingly, the Android endline to go with this reads: Be together, not the same. 3 Android < > 48 MS This Bike Has MS Mechanics, therapists, neurologists and persons afflicted by MS got together to build a special bicycle designed thanks to misaligned wheels, bent frame, etc. to simulate the way someone with MS might move. A spot for the MS organization seeking to boost awareness of the disease and its symptoms. < 49 Reporters Sans Frontières War Reporters Two sportscasters announce the next event. What they fail to reveal is the fact that what we are about to witness is actually not sport but a series of military parades. A spot in which Reporters Without Borders thank all war correspondents committed to filing independent reports. < > 50 Badger & Winters We Are #WomenNotObjects That advertising likes to depict women as sex objects is a widely acknowledged fact. In this commercial, that fact is driven home once again as campaigns taking the sex sells approach are

48 tossed back into our faces. < > 51 Dogs Trust Special Someone A dog in a home yearning for its new owner to come along. As the pooch waits, it passes its time as well as it can playing with a doll that, as we later see, bears a rather suspicious resemblance to the new owner. A spot from Dogs Trust seeking to urge owners to adopt dogs from animal shelters rather than buying. Dogs Trust < > 52 Amnesty International Freedom Of Sexpression In this spot running in reverse, we see an abused boy from a good home being led away by police. Gradually, we are able to figure out the rest of the story. Because he was seen kissing a fellow student, he was beaten and betrayed by his father. Pay-off from AI: Just because it isn t happening here, doesn t mean it isn t happening. < > 53 Unicef #NoLostGeneration, Some Stories Were Never Meant For Children This animated spot tells a sad tale in which a boat carrying refugees to Europe capsizes, drowning everyone aboard with the exception of a little girl. Slowly, we discover that this is in fact the true story of the life of little Malak. Payoff: Some stories were never meant for children.

49 < > 54 Corsan Gostoso A man luxuriating under the shower as the camera pans to give us tempting glimpses of his impressively toned body. Yet the real focus in this commercial is on the dripping shower tap and the liter upon liter of water that is being wasted. Corsan, a company specializing in plumbing and sanitary installations, is using its 50th anniversary to urge people to show greater awareness when using water. Corsan 50 P139 < > 55 Supreme Council of Health Choose Healthy Eating Habits Grocery shopping habits in Arab states would appear to be not unlike those in western countries. Supreme Council of Health is out to fight obesity. Supreme Council of Health < > 56 OVK/Parents of Road Victims Forever Young Frightening memories from the past that never go away. After a mother lost her little son in a road accident that occurred while she was driving, images of the boy sitting in the back seat continue to haunt her even decades later. < > 57 Oxfam Let s Make Fruit Fair Now! A darkened room and a yellow grip arm shaped like a banana that is strangling some fruit producers from behind in rather scary fashion. A spot from Oxfam Deutschland drawing attention

50 to the inhuman conditions prevailing in the third-world fruit-growing industry. Oxfam Deutschland < > 58 Björn Borg Sport Couture Mother and daughter going through some exercise routines in the gym reveal themselves to be sporting some highly colorful Björn Borg brand underwear. Björn Borg < > 59 Samsung Mobile The Only Way To Know Is To Try In this spot, the young sportspeople confronted with their own limitations and fears learn to overcome them and transcend their limits. Samsung is sponsor of the Winter Olympics 2016 being staged in Lillehammer. Samsung 2016 < > 60 Adidas Future This spot is dedicated to all those who eschew the well-trodden path and prefer to go their own way in life. They come together and look ahead to a future that is shared while nonetheless offering enough scope for individuality. And individuality in matters of fashion is the theme of this spot for adidas. adidas < > 61 The National sports Confederation Of Denmark We Are Fighters A typical scene of banlieue blight depicting the life of socially deprived young people. This is a place where you need to learn to box at an early age if you want to watch your back. For all those wishing to take a more professional approach to the sport, the National Sports Confederation Of Denmark is recommended.

51 < > 62 Thomas Cook Pool Kid A little boy trying to impress a lifeguard with his dance moves is later seen spreading fear around the pool by strapping on a shark fin. Pay-off: Be bold. It s your holiday. A commercial for tour operator Thomas Cook. Thomas Cook < > Airbnb Private Islands, Treehouse Two more spots from airbnb designed to appeal to all those who have had their fill of standard accommodation options. One presents a remote island as the ideal place to stay, the other a treehouse that would appear to be located in the region inhabited by Mowgli from the Jungle Book (evidently a tie-in with Walt Disney Productions, which will be releasing a new movie version of the story this spring). airbnb 2