1. 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).

2. 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.

3. 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.

4. 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.

5. Energizer Batteries, Pledge Furniture Polish and Scott’s Potting Soil
(One-Offs)

6. Imagination Never Sleeps

7. 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

8. 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.

9. One Team.
Caterpillar learned a lot
from nature’s best team,
ants. They build
complicated tunnel
systems and more
importantly, they work
as a team. Caterpillar
knows the best way to
build an ef<icient and
strong foundation is
through teamwork. It is
in our instincts to work
as a unit and accomplish
the task, no matter what
it may be.
It Comes Naturally.

10. One Team.
Teamwork: It’s sweet.
Honeybees don’t
mess around. These
black and yellow
insects are able to
create ginormous
apartment-like hives
because they work as
a unit. Caterpillar
realizes that
teamwork is the best
way to ensure the job
gets done as
efBiciently as
possible.

11. 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.

12. 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

13. 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

14. Respect Your Elders
This piece was created
in 1965. It has lived
through it all; three
different moves, Jessica’s
14th birthday party, and
Cive years in a storage
unit. This dresser is an
antique and holds a lot
of memories with it,
that’s why it is
important to keep it
alive by using Pledge
when you clean it.
Pledge will keep your
furniture looking so
good that you will think
it belongs in a museum.
Timeless Beauty