PRVATE VIEW: Mark Wnek is a founding partner of Ben Mark Orlando

campaignlive.co.uk, Friday, 30 January 2004 12:00AM

Good stuff this week, far above the norm. So please accept my comments as quibbles.

The British Heart Foundation work contains imagery which is already permanently branded on the nation's mental retina.

No mean feat this. The imagery is the yucky gloop the advertising alleges cigarette smoking creates in smokers' arteries. A lot of people have a point of view on this work, some for, some against. The important thing is that I've rarely come across work which so many people have a strong view on. This shows the gloop is hitting home. Quibble: why have a polarising if not alienating, smarmy young guy in the pub deliver the message to camera when you could use a voiceover?

I turned on the telly on Sunday night and was transfixed by the poignant sight of a young lady desperately trying to open the bonnet of a car in the rain. This went on and ever-more-poignantly on, as spare and watchable as a Wim Wenders movie. Finally she opens it, leans in to look at the engine, only for the bonnet to fall on her head as the voiceover and super say: "Women. Don't expect any help on a Thursday."

Thursdays is when Nuts, "the world's first men's weekly", comes out we learn while seeing a selection of Nuts' pages to the tune of The Great Escape, every British lad's theme tune since the Argentina game where Beckham got sent off.

These magazine launches are a devil to do with any style at all. Nuts' agency does it brilliantly. Quibble: there are many executions, some not quite as strong as others.

In the new Land Rover Freelander commercial, women, some driving the new car, some admiring it, exhibit incredibly highly developed senses of hearing, sight and athleticism. The special effects, from animalistic twitching of ears/nostrils and widening of retinas, to the monkey-woman bouncing from lamp-post to car roof, render the spot highly watchable.

Quibble: is the sense of being highly developed attached strongly enough to the car?

The new Horlicks work has life's traditional villains doing their thing. In one commercial, a swarthy bus driver closes the bus doors on a shopping-laden mum just as she reaches the bus.

Super: "How does he sleep at night?" Cut to bus driver in bed with mug of Horlicks. In other commercials we see criminally clumsy airport baggage handlers and an evil traffic warden. This is a beautifully simple campaign idea whose future depends on doing increasingly dangerous, edgy executions.

Quibble: if I never see another commercial with a traffic warden in it, it'll be too soon.

The last two offerings, though not without merit, give rise to problems rather than just quibbles.

Carling Extra Cold has a commercial loosely based on The Blair Witch Project, in which a young man leaves his girlfriend in their tent and ends up in a pub drinking Carling Extra Cold. The guy's wicked smile as he orders another pint, cheerily oblivious to the hysteria of his companion in the woods, is absolutely perfect. Problem: not sure I've the stomach for a campaign predicated on being emotionally extra cold to women. (As a new father, I find the one where the guy is in the pub encouraging his partner through the final stages of labour on his cellphone quite unpleasant.)

The only print work is an outdoor blitz for Channel 4 and E4's new season of ER, depicting potentially injurious events, products and services with the punchline: "Next stop ER." Problem: there's a nice idea in this campaign trying to get out. Next stop: get a better art director.

BRITISH HEART FOUNDATION/COI COMMUNICATIONS

Project: Anti-smoking

Clients: Betty McBride, director of marketing and communications; Colin

Gruar, head of marketing

Brief: Motivate multi-quitters to give up again by telling them the new

news about the permanent damage caused to their arteries

Agency: Euro RSCG London

Writer: Liz Whiston

Art director: Dave Shelton

Director: Daniel Kleinman

Production company: Johnnie Frankel

Exposure: National TV

CHANNEL 4/E4

Project: Next stop ER

Client: Rufus Radcliffe, head of marketing, E4

Brief: Reignite interest in ER among lapsed fans and turn it into

appointment-to-view TV once more

Agency: 4creative

Writer: Tom Tagholm

Art directors: Tom Tagholm, James Chambers

Exposure: Outdoor, press, escalator panels

CARLING EXTRA COLD

Project: Carling Extra Cold

Client: Des Johnson, brand director

Brief: An especially cold take on Carling

Agency: Leith London

Writer: Simon Bere

Art director: John Messum

Director: Graham Fink

Production company: Thefinktank

Exposure: National TV

IPC

Project: IPC Nuts

Client: Niall McKinney, marketing director, IPC Ignite!

Brief: Launch Nuts, the new weekly magazine for men

Agency: Abbott Mead Vickers BBDO

Writer: Barney Ashton

Art director: Paul Pateman

Director: Rocky Morton

Production company: MJZ

Exposure: National TV and satellite

LAND ROVER

Project: Animalistic

Client: Naveen Dayal, brand manager

Brief: Launch the new 2004 Freelander

Agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: David Henderson

Art director: Richard Denney

Director: Nicholai Fuglsig

Production company: MJZ

Exposure: Television, UK and Europe

HORLICKS

Project: "How does he sleep at night?"

Client: Ian Ainsworth, commercial director

Brief: Bring Horlicks to a younger audience

Agency: Grey London

Writer: Louise Roberts

Art director: Chris Sainsbury

Director: Rick Lemoine

Production company: @radical.media

Exposure: National TV

This article was first published on campaignlive.co.uk

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