The Work: Private view

campaignlive.co.uk, Friday, 26 November 2004 12:00AM

CREATIVE - Gerry Moira is angry and looking to hurt people.

I have a confession to make. There was a time, in my youth, when I was so selfish that I used to wear ribbed condoms inside-out. "Thanks for the shag mister," the young ladies would say. "The pleasure's all mine," would be my smug rejoinder. Recall of this shameful secret was triggered by the new campaign for Durex Pleasuremax (1). This work confirms the widespread male conviction that girls value nothing more highly than a damn good seeing-to. A well-rogered woman will, according to these ads, award you 115 times more "brownie points" than if you'd just settled for a bunch of fresh flowers. The "brownie points" idea is a perfectly serviceable wheeze, although it does put me in mind of Ali G's dismissal of homosexuality as "brown love". The problem for Durex, especially in light of thrusting newcomers such as Trojan, is that it's just not a sexy brand, and it should be.

This year, Woolworths (2) and Boots (3), those twin pillars of the British high-street establishment, both walked out on their long-suffering wives and ran off to creative love nests in Soho and Hoxton respectively. Is it time for these institutions to crawl home with their retailers between their legs? Woolworths pretty much invented the all-star Christmas panto only to be gazumped by M&S. Now their ads are stuffed with a couple of puppets called Woollie and Worth. It's cheaper, it's more childish, but is it any more cheerful? I can't really comment on the Boots campaign because I'm one of that small band of people still waiting for Harry Hill to do or say something remotely amusing. At least these spots are refreshingly free of the sugar-coating that used to cover the chemist's previous seasonal offerings.

I really enjoyed the new Toshiba (4) campaign when it was run by Sky last year. Seeing little old ladies quote lines from the likes of Dirty Harry reminded me that this much-maligned broadcaster had an unrivalled selection of top-flight movies on offer. Could Toshiba and its agency not think of a single compelling thing to say about all this big, shiny, sexy, widescreen, hard disk-drive technology?

David Dickinson is the latest celeb to consult Auntea in the Tetley Tea (5) series. David was chosen presumably because he bathes in the stuff. I worry for this kind of gentle 2CK dialogue piece, however nicely observed.

I fear the National Attention Span is now considerably less than 30 seconds.

Lastly, Selfridges (6), my favourite shop, has mailed me a charming fold-out children's theatre. It's a shame that its Christmas spirit does not extend to the niggardly special offers contained therein. I mean, "spend over £50 on Wedgwood and get a free ceramic postcard." Cuff me to a radiator someone before I do something rash!

CLIENT - Chris White, managing director, Nestle Rowntree

No-one was more surprised than me to be asked to contribute to Campaign's Private View. I mean, as some of you might have read, what do I know about advertising? What I do know is that the press in this country loves printing bad news, just as much as the British public loves reading about it. However, it does mean that good news just doesn't get the same attention. Hence you may not know that Kit Kat sales are up 18 per cent on last year, or that the launch of our low-carb products has more than doubled the size of the low-carb market in the UK. (A shameless plug, I know, but as it's good news, it'll probably be edited out of this review anyway.)

Now, on to the job at hand.

I think Campaign gave me the Woolworths (2) ads to review on purpose. As a Kiwi, how could I not like an ad that has a sheep and a sheepdog as presenters? The great use of humour makes these retail spots really work. I can see this campaign having an impact on sales in the run-up to Christmas.

I thought the creative execution on the Boots (3) Christmas campaign got in the way of the message. With only 20 seconds available, the "Three gifts for two" message was diluted by the time needed to establish the "doctor" storyline. You will either love or hate the doctor. I hated him.

When you want people to spend thousands of pounds on a Toshiba (4) television, you'd better communicate features, advantages and benefits. These ads don't do that and leave me asking the question: Why is it better to buy Toshiba? I don't know. Nor do the ads.

Next, it's the ads for Durex Pleasuremax (1). These can't be posters. If they are they will be invisible to anyone more than a foot away. Clever copy, but I gave up sex when I turned 40.

I have to admit, when I watched the Tetley (5) ad I didn't know who David Dickinson was. But after a bit of research, I decided these ads were actually quite clever. Good understanding of the target market, strong focus on product advantages and clear offer message. However, why send me this advertisement to review when I think everyone should be drinking Nescafe?

The Selfridges (6) direct mail looked expensive, but who would read it? Too much information for the 30-second attention span that most people have towards direct mail. But a nice piece to remind you they exist. You probably wouldn't bin it immediately.

1. DUREX

Project: Durex Pleasuremax "brownie points"

Client: Catherine Gort, senior brand manager, Durex UK

Brief: Launch Durex Pleasuremax condoms

Agency: McCann Erickson Manchester

Writer: Neil Lancaster

Art director: Dave Price

Exposure: Men's and women's magazines, national press, Underground

cross-track posters

2. WOOLWORTHS

Project: Woolworths

Client: Mark Trinder, head of marketing communications, Woolworths

Brief: Showcase the offers at Woolworths at Christmas

Agency: Bartle Bogle Hegarty

Writer: Adi Birkinshaw

Art director: Paul Yull

Director: Steve Cope

Production company: BBC Broadcast

Exposure: National TV

3. BOOTS

Project: Boots Christmas campaign

Client: Ian Hunter, director of marketing, Boots

Brief: n/s

Agency: Mother

Writer: Mother

Art director: Mother

Director: Kevin Thomas

Production company: Thomas Thomas Films

Exposure: National TV and cinema

4. TOSHIBA

Project: "Home cinema"

Client: Stephen Beresford, senior manager, marketing communications,

Toshiba

Brief: n/s

Agency: cdp-travissully

Writer: Ruan Milborrow

Art director: Ruan Milborrow

Photographer: David Stuart

Typographer: Kevin Shaw

Exposure: National press

5. TETLEY

Project: "Positively Tetley"

Client: Andrew Dobson, marketing manager, Tetley

Brief: Support Tetley's 100 per cent extra free promotion

Agency: Miles Calcraft Briginshaw Duffy

Writer: Jeremy Carr

Art director: Jeremy Carr

Director: Armando Iannucci

Production company: Moon

Exposure: National TV

6. SELFRIDGES

Project: "Christmas stories"

Client: Laurence Cant, direct marketing manager, Selfridges & Co

Brief: Take the magic of Selfridges' Christmas stories theme into the

homes of its most valuable cardholders and incentivise them to visit the

store

Agency: Claydon Heeley Jones Mason

Writer: Kristian Wheater

Art director: David Morgan

Exposure: High-value customers on cardholder database

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs