CAMPAIGN DIRECT: REVIEW (IN ASSOCIATION WITH ROYAL MAIL)
By TERRY HUNT and RAY HOWARD, creative dir, campaignlive.co.uk, Friday, 18 December 1998 12:00AM
As Bambi’s pal, Thumper, says, ’If you can’t say something nice, don’t say nothing at all.’ So no snide remarks or petty nit-picking in this review. Tango may have turned the Regent Street lights into a tawdry mess, but we’re going to embrace the spirit of the season, knock back the Bristol Cream and be as constructive as we can about other people’s best efforts.
As Bambi’s pal, Thumper, says, ’If you can’t say something nice,
don’t say nothing at all.’ So no snide remarks or petty nit-picking in
this review. Tango may have turned the Regent Street lights into a
tawdry mess, but we’re going to embrace the spirit of the season, knock
back the Bristol Cream and be as constructive as we can about other
people’s best efforts.
Sort of goodwill to all DM.
HMV’s ’top dog for Christmas’ is a cracker. Cute dog, bright, colourful,
simple messages. It all works together and you can’t miss it. Powerful
retail advertising with a bit of style.
The posters are good and the commercials fit with the theme, but the
best piece is the little voucher book they give out at the till. It’s a
smart little format. We’ll definitely nick it.
Shame none of it has anything whatsoever to do with direct marketing,
but hey ...
Hewlett Packard’s ’missing persons’ has a brilliant envelope. It looks
like one of those re-usable internal mail jobs, with your name on the
circulation list. You couldn’t resist opening it.
There’s a missing person’s file inside, something to do with the time
you waste waiting to get stuff printed. That’s quite clever.
And then there’s a product leaflet.
Great envelope, though.
Moving on to Microsoft’s ’which side are you on?’ We’re in envelope
heaven today. This one cleverly opens on both sides to reveal two
different personalised letters, one appealing to your cool, rational
left brain, the other to your crazy, creative right brain. It’s to
dramatise the benefits of using Visual Studio 6.0. The rest of the pack
continues that intriguing dialectical theme.
Haven’t we seen that idea used for Microsoft before?
Yes, brilliant isn’t it!
Now Cable London Business’s ’nothing’. Right. We’ve got a lot of stuff
here, including two posters with the headline, ’Nothing. That’s how much
business connections cost.’
One has a picture of a section of tree trunk on a drain cover. And the
other has a red hoop cemented into the pavement.
We really don’t know. In fact, we can’t make head or tail of it.
But it’s probably our fault.
Happy Christmas one and all.
Brief: Promote HMV as the destination store for music, games and videos
Agency: BDS Beechwood
Copywriter: Derek Hayes
Art director: Simon Carter
Brief: Highlight the time wasted by waiting to use office machinery,
emphasising the benefits of the 1100A machine
Copywriter: Michelle Teboul
Art director: Mike Garcia
Brief: Launch Visual Studio 6.0 to developers
Copywriter: Justin Moore
Art director: Steve Robertson
CABLE LONDON BUSINESS
Brief: Recruit new subscribers and increase awareness of Cable London as
a business telephone supplier
Copywriters: Simon Carter, Steve Rowland
Art director: Simon Carter.
This article was first published on campaignlive.co.uk
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