PRIVATE VIEW

By ROBERT CAMPBELL, a creative partner at, campaignlive.co.uk, Friday, 05 December 1997 12:00AM

What do you get if you add a V and an I to Lee? Come on chaps, these press ads go through all the motions, but is there any point in doing work that looks like a poor man’s Levi’s?

What do you get if you add a V and an I to Lee? Come on chaps,

these press ads go through all the motions, but is there any point in

doing work that looks like a poor man’s Levi’s?



The press ads for Lynx are immature, pathetic and spot on for the spotty

target market. I loved the TV commercial Lynx did a while ago.

Remember?



With Jennifer Aniston and the bloke with the chips up his nose. I love

these. Lynx knows who it is talking to.



In a world where I often feel quite sick from the pace of change, the

Chicken Oxo commercial makes me feel really comfortable. Nothing’s

changed except for a bit of a saucy ’mum wants



to be a saint in the kitchen and a tart in the bedroom’ twist. No-one’s

going to give Oxo any of the fashionable prizes but maybe a long-service

medal is in order. Sometimes the bravest thing an advertising person can

do is change nothing.



Homepride attempts, less successfully, to hang on to its past and move

with the times. I remember how famous the man with the bowler hat was

when I was a kid. What a great advertising property he was. Is it

possible to take him by his lapels and make him famous again? For his

sake, I hope so. Otherwise, sooner or later, he’s going to be sent off

to the old people’s home to watch ITV.



Marmite is another brand that’s been around since the year dot. At the

moment it has a very brave idea: either you’ll love it, or you’ll hate

it. I’m not sure this commercial quite does the idea justice, but I love

the ’you’ll honk if you eat Marmite’ 48-sheet poster that’s up at the

moment.



Now, on to the real business of the day. The Independent on Sunday

commercial.



It’s 90 seconds long. It’s a cinema ad. And, like Marmite, you’ll either

love it or hate it. Let me describe it to you.



We open on a garishly coloured, surreal papier-mache city. It looks like

a cross between one of those models you made in geography when you were

very young and a Mexican religious shrine (SFX: tweeting birds). Next we

see a fat, half-naked man in white body make-up urinating on (or is that

hosing down?) a Formula One car made out of a coffin (SFX: tolling

bell). Next we see freshly washed clothes hanging in a churchy sort of

environment, a Morphy Richards iron and a bag-lady screaming (SFX:

scream).



The camera drifts over a close-up of a dead woman with twopenny bits on

her eyes. Cut to a wide shot of the dead woman. She’s in a red satin

bathtub.



She’s been dead so long that her fingernails have grown down to the

floor.



We zoom up through another brightly coloured geography project.



We arrive at a man with a false beard. A rat looks in his mouth as he

screams a death scream. (The rat, for my money, is the cutest part of

this commercial.) We go wide to see the old man is on a weird bed

carried by pall bearers with candles for heads. They bury him in a

freshly dug grave.



On the adjacent grave, a dwarf cuts the grass with a coffin-shaped

lawnmower.



On the lid of the coffin/lawnmower is written ’Sunday is dead. Are

you?’.



We end on a title: ’The new Independent on Sunday’ (SFX: bird song).



Er ... that’s it.



As you may know, I spend a lot of my time running up and down to Wapping

presenting ads for the Times and Sunday Times. I wonder what would

happen if I presented this ad to my client? After all, with two market

leaders on his hands, he knows a fair bit about selling newspapers. I’m

pretty sure he’d punch my lights out. He is a firm but fair man.



P.S. Someone just suggested that the papier mache set is actually made

up of unsold copies of the Indy on Sunday. Ah - now it all makes

sense.





Elida Faberge

Project: Lynx male body spray

Client: Rod Connors, marketing manager

Brief: Take the ’Lynx effect’ into the world of the Loaded/ Sky/FHM

reader

Agency: Bartle Bogle Hegarty

Writer: Will Awdry

Art director: Rosie Arnold

Illustrators: Peter Firmin ’Ivor the Engine’, Jonathan Langley ’Jack and

the Beanstalk’, Jackie Rayner

’Three Little Pigs’

Typographer: Andy Bird

Exposure: Loaded, Sky, FHM

Newspaper Publishing

Project: The Independent on Sunday

Client: Margaret Harvey, marketing director

Brief: Position the Independent on Sunday as the ’alternative’ Sunday

paper

Agency: M&C Saatchi

Writer: Keith Bickel

Art director: Carlos

Director: Carlos

Production company: Lonely Man Productions

Exposure: Cinema

Van den Bergh Foods

Project: Chicken Oxo

Client: Duncan Moir, marketing manager

Brief: Demonstrate the versatility of Chicken Oxo

Agency: J. Walter Thompson

Writer: Richard Saunders

Art director: Pete Celiz

Director: Derek Coutts

Production company: BFCS

Exposure: National TV

Lee Europe

Project: Lee Jeans

Client: Derek Woodgate, marketing manager for Europe

Brief: Raise awareness of H. D. Lee’s Original range

Agency: Grey

Writers: Kay Truelove, Mike Keane

Art directors: Mike Keane, Kay Truelove

Photographer: Andrew Douglas

Typographer: Jasvir Garcha

Exposure: The Face, ID, Dazed & Confused, Spirit

CPC

Project: Marmite

Client: Ian Colvin, senior brand manager

Brief: Continue the campaign that admits people either love or hate

Marmite

Agency: BMP DDB

Writer: Mike Boles

Art director: Jerry Hollens

Director: Dominic Murphy

Production company: Blink

Exposure: National TV

Campbell’s

Project: Homepride Cooking Sauces

Client: not supplied

Brief: not supplied

Agency: Young & Rubicam

Writer: Richard McGrann

Art director: Andy Clough

Director: Barry Joll

Animation: Hibbert Ralph

Production company: Barry Joll & Associates

Exposure: National TV



This article was first published on campaignlive.co.uk

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