campaignlive.co.uk, Friday, 20 September 2002 12:00AM
it of film, sound, type and visuals. What do I think?
Radio 1. Fabulous. How good is this? I'm jealous, very jealous. This ad is perfect. It's captivating, brilliantly shot and the sound is music to the ears. The visuals keep getting better and better. Just as you think it's over, in come the motorbikes. Brilliant. Sound design is placed to perfection and so it should be. It seems the BBC has got its act together.
The trailers for the World Cup were great. Roof Jumper, fabulous, and this is the icing on the cake. This is a client extracting every last drop of creativity out of its agencies. Long may it last.
Tetley. It's a mug of tea shot in stressful situations, crying in bed, in the office, hanging from a parachute, the list is endless. All gulped down by people who need a little calm, balance and lift in their lives.
I like my ads strong and hot with two sugars, these are weak and milky.
Although the ads talk about calm they look anything but. On a positive note all is not lost. There is an idea in here, less is more.
This must be the hardest sector to be a creative in: fashion. Most fashion ads don't look fashionable, there again, people in glass houses ... Base London Clothing. In the shadow of the clothes horses (read model) is the type.
Groovy if you can be bothered to read it.
Fcuk. Still in the heady world of fashion, I step on to the nombre huit from Le Kilburn High Road and find myself in Marble Arch, Boulevard Oxford Street. It's well shot. The idea is sound. Put a Londoner in fcuk and he becomes Jean-Paul Belmondo, all garlic and Gauloise. My only gripe is that it lacks Trevor's trademark. I think it could have been sexier.
As I watch it I'm anticipating a movement in the trouser area. Fcuk is probably the best branded campaign of the past five years. And this little treasure will do it no harm whatsoever. Vive le campaign.
VW Polo. Vignettes of a guy going about his everyday life slamming all kinds of doors shut. Fridges in supermarkets, the microwave, his mother's antique drinks cabinet, etc. Then he slams the door closed on his VW Polo. "The tough new Polo - don't let it go to your head" is the endline. It is well shot as you'd expect from VW. Unfortunately, I find this ad really annoying. The guy looks totally pissed off with life, and comes across as a spoilt brat and I want to give him a good kicking. Sorry, this must be the first VW ad ever slammed. As for the proposition of cars having tough doors, I think they may be scraping the barrel.
Heat. Last out of the bag, Heat magazine. If fashion is hard, media owners are even harder. Girls in an office gossip about celebs and then themselves.
These ads are really well observed, well put together, the acting comically correct. Creative and director working as one. The client and agency must be happy. Pour yourself a cold one. The Heat is off.
Project: New Polo "grand slam"
Client: Catherine Woolfe, communications manager, small cars
Brief: Communicate that the Polo is an incredibly well built small car
Agency: BMP DDB
Writer: Dylan Harrison
Art director: Feargal Ballance
Director: Lenard Dorfman
Production company: @radical.media
Exposure: National TV
Project: Tetley Tea:therapy
Client: Rebecca Bergs, senior brand manager
Brief: Communicate the benefits of Tetley's new Tea:therapy range
Writer: Matt Wheeler
Art director: David Chidlow
Photographer: Julian Germaine
Exposure: National press
Project: Radio 1Xtra
Client: Gail Nuttney, head of youth marketing
Brief: The definitive new black music station is here
Agency: Fallon Writer: Rob Potts
Art director: Andy Jex
Director: Nick Gordon
Production company: Academy
Exposure: National TV
Client: Stephen Marks, chief executive
Brief: Autumn brand campaign
Writer: Trevor Beattie
Art director: Bil Bungay
Director: Toby McDonald
Production company: The Paul Weiland Film Company
Exposure: International TV and cinema
Project: Heat magazine
Client: Liz Martin, group marketing manager
Brief: Create a mass-market TV campaign that reflects Heat's brand
Agency: Quiet Storm
Writer: Becky Clarke
Art director: Trevor Robinson
Director: Trevor Robinson
Production company: Quiet Storm Films
Exposure: National TV
BASE LONDON CLOTHING
Project: Base London Clothing
Client: Becky Munslow, brand manager
Brief: People judge you by what you wear. If you wear Base you'll always
Writer: James Hodge
Art directors: Richard Fox and Craig Roderick
Typographer: Mark Osborne
Photographer: Lee Powers
Exposure: Posters and men's monthlies
This article was first published on campaignlive.co.uk