Private View: Paul Briginshaw, the creative director at Miles Calcraft Briginshaw Duffy

campaignlive.co.uk, Friday, 01 October 2004 12:00AM

What a daily roller-coaster ride this game is, eh? You win a pitch, get a good ad through or win a gong and there's no better job in the world. But lose a pitch, get work blown out, miss out in the awards and it can be grim. (Do people in banks on a black day say: "Still, it beats working in an advertising agency"?) Apologies in advance to those whose Thursday is made any darker by what follows.

I should do the Christian thing and be nice about the Christian Aid ads.

Sadly, I've seen the image of a capitalist being supported by an African done before and done better. Gold Greenlees Trott did it for the same client to highlight the Third-World debt and it got into the D&AD Annual.

It showed a banker's top half over the emaciated legs of a starving African.

The headline read: "The Third World isn't strong enough to support the banks." Trade justice is an important issue; it deserves more original work.

God knows how much the BT ad cost. It borrows from The Fifth Element and Star Wars to show a city of the future. It illustrates the digital network economy with people whizzing about in highways above the buildings.

But for all its scale, energy and convincing special effects, it fails to engage me. It's literal thinking, not lateral thinking.

The slag of all snacks has become the bike of all snacks in the new Pot Noodle ad. I'm a big fan of this campaign. The clever strategy and edgy ads that started the campaign are now followed with an office girl (the company bike) having her wicked way with a new recruit and pots of Pot Noodle. Maybe the surprise element is fading, but I giggled slightly less at this than the originals.

Tesco's Dotty has passed her sell-by date. She's been replaced by a price campaign. Price campaigns don't get much better than this. It's a host of intelligent ideas, witty thoughts, well-written lines and, of course, cheap to make. Full pages in national press make a welcome change from the ubiquitous fractionals. I'm sure people are beavering away on a new creative vehicle for Tesco as we speak, because as good as this work is, I reckon Tesco is still going to need one in the long run.

I like the two new Harvey Nichols press ads. Fantastic art direction shows a world reminiscent of Hieronymus Bosch (that's the 15th-century Dutch painter, not the washing-machine guy). But instead of Bosch's hellish imagery, we're in heaven on earth, where Roman legionaries in red stockings gently spank beautiful girls with expensive-looking handbags (actually, you might need to pop some stuff in the wash after all). Pure indulgence, bang on brand.

The new Pepsi Max ad bears repeat viewing. Two flatmates are fighting over a can and their sometimes bizarre kung-fu fight looks for a moment to have been created using computer special effects. However, it's soon revealed that the fight is being co-ordinated by puppeteers clad in black from head to toe. This technique comes from Japanese theatre and is remarkably convincing. Take a look at the hilarious ping-pong match using this art form at www.albinoblacksheep.com/flash/pingpong. The more you watch the Pepsi ad, the more you get out of it, and that's a rare thing nowadays.

HARVEY NICHOLS

Project: HN on earth

Client: Julia Bowe, marketing director

Brief: Bring the Harvey Nichols brand experience to life

Agency: DDB London

Writer: Patrick McClelland

Art director: Grant Parker

Photographer: Tim Brett-Day

Typographer: Mary Lam

Exposure: Consumer fashion titles and national supplements

BT

Project: "Network"

Client: Colin Wise, head of advertising

Brief: Make BT a credible information and communications technology

provider to major business

Agency: St Luke's

Writers: Simon McTaggart, Scott Leonard

Art director: Nick Darken

Director: Joseph Kahn

Production company: Exposure

Exposure: European TV

CHRISTIAN AID

Project: Trade justice

Client: Jeff Dale, head of central marketing team

Brief: Inspire people to pressure the UK Government to call for trade

justice, not free trade, by educating them as to the effect of free

trade on Third-World countries

Agency: Euro RSCG London

Writer: Orlando Warner

Art director: Jon Mitchell

Graphic designer: James Victore

Exposure: National, political and church press

BATCHELORS

Project: "Office bike"

Client: Dom Speciale, marketing manager, Pot Noodle

Brief: Use illicit behaviour to bring to life the tempting

irrestistibility of Pot Noodle

Agency: HHCL/Red Cell

Writers: Jonathan Thake, Lee Tan

Art directors: Jonathan Thake, Lee Tan

Directors: Jonathan Thake, Lee Tan

Production company: Blink Productions

Exposure: National TV

TESCO

Project: Every little helps

Client: Ian Crook, brand communications and trade planning director

Brief: Make people like their Tesco more

Agency: Lowe

Writers: Sam Cartmell, Jason Laws

Art directors: Sam Cartmell, Jason Laws

Director: Susie Robinson

Production company: The Paul Weiland Film Company

Exposure: National TV

PEPSI UK

Project: Can Fu

Client: Caroline Diamond, marketing director

Brief: Support Pepsi Max with a fun and creative TV execution

Agency: Abbott Mead Vickers BBDO

Writer: Stephen Moss

Art director: Jolyon Finch

Director: Tom Carty

Production company: Gorgeous Productions

Exposure: TV and cinema

This article was first published on campaignlive.co.uk

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