The Work: Private View
campaignlive.co.uk, Friday, 19 November 2004 12:00AM
CREATIVE - Steve Stretton, creative partner, Archibald Ingall Stretton
This is marvellous - nearly the whole media mix in one review: viral, TV, print, direct mail. All we need is a shelf-wobbler and I'd feel completely at home. But, as we've all been taught many times, the medium doesn't matter - it's all about the idea.
This is the viral bit and it's for Time Out (3), which has had some lovely advertising in the past. I love the way it's shot. I love the 70s sitcom music. I love the big bunny-suited character. I'd have loved it a whole lot more if I'd understood what the idea was. Maybe it's me, maybe it's the weather, maybe I missed something ... I just can't work it out. Maybe that IS the idea?
Now for the print work for Godiva (1) chocolates. There's a clever link here: Godiva chocolates, using a lady on a horse (Lady Godiva). Geddit? Thankfully, the art director opted for a very sexy 70s pastiche as the look and didn't use the city of Coventry as a backdrop. As I go there virtually every week to watch a crap football team, I know what it looks like and it wouldn't have been a very attractive idea at all.
The work for COI Communications crime prevention (6) is some good, old- fashioned telly ads. I like these. Simple and direct. The premise is that if you don't lock your home and car and look after your mobile, you might as well be inviting people to take them. They highlight people's stupidity without making them feel stupid. A clever idea.
More telly, this time for Batchelors Cup A Soup (4). "A hug in a mug" is the endline. And we have a giant pair of furry arms in the shape of a hug, hurtling down a ski slope to administer ... yes, you guessed it, a hug to the needy skier. I've a feeling that this idea and these arms will run and run.
Ah ... an envelope, a letter and a piece inside that looks like a novel. It's direct mail and it's for Telewest Broadband (2). A very neat way of demonstrating its "long weekend calls". Nice illustration, nice type, nice stock, a nice idea. Altogether nice.
I suppose if an online company is producing its own online ads, then they should be pretty special. And these banner ads for AOL (5) are. They're beautiful and they make you play with them for ages, which has to be a good idea for interactive work, doesn't it?
Lots of good ideas in lots of different media, which is the way the world seems to be headed and, as far as I'm concerned, that's a damn good thing.
But where's the wobbler?
AGENCY HEAD - Matthew Bull, chief executive, Lowe
I am of the public view that, amazing as it may sound, once a consumer has devoured a piece of advertising, they should want to buy the product or service on show. Revolutionary, I admit. So let's consume the following advertising, giving it a simple buy or no-sale sticker.
Batchelors Cup A Soup (4). Weird, but then perhaps some people think that's wonderful. I found it unappetising, both as a piece of work and as a product. Just felt like it was trying too hard to be wacky. No sale.
Godiva (1). "Definitely porno," my Australian friends would say. I can't help but feel that the chocolate probably tastes like paint when I look at these ads. The Lady Godiva has a certain allure (see Australian quote), but the chocolate doesn't. No sale.
Telewest Broadband (2) unlimited local and national weekend calls. I wouldn't have opened the envelope. Simple as that. No sale. Because duty insisted that I did open it, my only point would be - get to the point a little quicker. People want to spend their weekends on the phone, not reading a direct mail piece. At least according to this direct mail piece, that is.
AOL (5). This was to inspire us to be more inspired when creating online banners. While I heartily agree with this sentiment, I feel the approach was first-base creative and that AOL's examples of more impactful banners were not the least bit striking. No sale.
Time Out (3). Fluffy rabbit, thanks to Time Out, experiences the very best sights and happenings London has to offer before collapsing in a heap on his bed with the magazine as his pillow. So Time Out tells me exactly what I should do and where I should go in London. Only thing is, I feel confident London's much more exciting than the ad makes it out to be. And instead of clarity, I'm left scratching my head at the end of the ad wondering: "Why the fluffy rabbit?" Really, this one feels like a big opportunity missed. No sale.
Crime prevention (6). While people will all have their favourites among these (probably relating to personal experience), overall I thought this was a simple, strong campaign that got its point across in an engaging, clear manner. It is grittily shot, but if I have one small regret it's that I felt they hadn't quite hit the ball out of the park with the executions of their idea. Still, they may feel the same way and I expect better will come. Buy.
All in all, not a great day at the shops.
Client: Geralyn Brieg, president, Godiva International
Brief: Position the brand as a contemporary chocolatier with the aim of
establishing Godiva as the definitive chocolate brand
Agency: HHCL/Red Cell
Writer: Andrew Lloyd-Jones
Art director: Mark Dickens
Photographer: Nick Knight
Exposure: Press and posters, UK, Hong Kong and Japan
2. TELEWEST BROADBAND
Project: The long weekend call
Client: Sarah Wood, head of customer marketing, Telewest Broadband
Brief: Talk weekends
Writers: Roger Nokes, Louise Day
Art director: Roger Pearce
Exposure: Direct mail
3. TIME OUT
Project: Rabbit culture
Client: Mandy Martinez, guides marketing director, Time Out
Brief: Celebrate London life
Writers: Jez Cripps, Jim Connolly
Art directors: Jez Cripps, Jim Connolly
Director: James Haworth
Production company: Therapy Films
Exposure: London cinemas, viral
Project: Blue furry arms
Clients: Annie Neil, category marketing director; Rob Kerrison,
marketing manager, Cup A Soup, Batchelors
Brief: Introduce new Batchelors Cup A Soup & Crunch
Agency: Delaney Lund Knox Warren & Partners
Writer: Jayne Marr
Art director: Remco Graham
Director: Steve Burrows
Production company: Mustard
Exposure: National TV
Project: Change me
Client: Jo Simmonds, marketing manager, AOL UK
Brief: Persuade media planners to allocate more money to online
Agency: Lean Mean Fighting Machine
Writers: Sam Ball, Dave Bedwood
Art directors: Sam Ball, Dave Bedwood
Production company: Lean Mean Fighting Machine
6. COI COMMUNICATIONS
Project: Crime reduction
Client: Sharon Sawers, Home Office strategic communications advisor
Brief: Show that simple actions continue to make an impact on crime
Agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Simon Labbett, David Gamble
Art directors: Simon Labbett, David Gamble
Director: Paul Gay
Production company: The Paul Weiland Film Company
Exposure: National TV
This article was first published on campaignlive.co.uk
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