PRIVATE VIEW

By BILLY MAWHINNEY, a creative director at, campaignlive.co.uk, Friday, 25 July 1997 12:00AM

John Bartle assures me Sheringham will be an able replacement for Cantona and he was absolutely spot on about the Frenchman in the first place. I’m less than sure, however, that Eurostar has yet to find Cantona’s equal. I loved the ’does the bird in the cage chase the sardines’ philosophy and felt it was well branded and appropriate. I find the idea of being stuck in a train with these three replacement couples a bit of a worry.

John Bartle assures me Sheringham will be an able replacement for

Cantona and he was absolutely spot on about the Frenchman in the first

place. I’m less than sure, however, that Eurostar has yet to find

Cantona’s equal. I loved the ’does the bird in the cage chase the

sardines’ philosophy and felt it was well branded and appropriate. I

find the idea of being stuck in a train with these three replacement

couples a bit of a worry.



I’m all for Ulstermen in ads, but was Frank Carson’s brother really the

best casting idea? He keeps thinking he’s lost his passport; the young

guy opposite keeps trying to propose; and the middle-aged bloke across

the way is too busy looking up a girl’s skirt to notice anything. It

sounds more like the St Albans to King’s Cross line but it must have

made a good presentation to client. It’s a good basic idea of a soap on

a train and, to be fair, it’s probably better seen on TV and not as

three consecutive ads on a reel with ten-second resolutions telling you

what happened to the couples after their Eurostar trip.



I also remember the first ’Wow’ ads more fondly than the current

campaign.



It was stylish in black and white with the word ’WOW’ coming out of some

very attractive mouths with very little teeth in them. This time it’s in

colour, with not only WOW coming out of their mouths but their heads

coming out of their mouths. It must be the drugs I thought, but no, a

good solid American voiceover tells us: ’ It must be the baking soda.’ I

always thought the first ad would’ve been improved had the product been

called WOW, but it wasn’t. It’s a ’do everything’ toothpaste with baking

soda from Arm & Hammer, which isn’t a branch of our horror film company

but a product with one of the oddest, most distinctive logos around.



One of the most distinctive pieces of music on TV at the moment is on

the PPP commercial. It reminds me of a stylish French version of Peter

Sellers and Sophia Loren singing Doctor I’m in Trouble. It also

accompanies a very distinctive set of visuals. A couple of bits of small

copy about check-ups with ’most’ plans, and certain check-ups only when

’required’ bothered me a bit and I wasn’t entirely convinced about what

the shadow was doing, other than acting as a linking device from the

previous work, but certainly a very clean bill of health for Graham

Fink.



The ASH posters felt a bit old-fashioned and somehow got lost as I read

about the Government’s fiercest anti-smoking offensive yet. Or maybe

I’ve seen them in too many student books for them to have any real power

any more. It will certainly be interesting to see how anti-smoking

advertising fares when cigarette advertising is finally banned; can it

function as well without its flashier opposite number?



The Royal Marines recruitment ads certainly had a well-crafted look

about them even if they fell a bit between being a totally convincing

’read on’ ad and a poster. It was unfortunate to see them side by side

with posters for their squaddie mates which made me think these should

probably be working harder to fill those green berets. There’s an old

Colletts yarn about presenting Army Officer ads mocked up with Latin

body copy and the officer remarking it was a ’bloody good idea to set

the copy in Latin - if they don’t understand it, we don’t want them’.

Should someone you want to be a crack commando really have to fill in a

coupon for a brochure?



I suppose ’he who dares’.



No such problems with the Army recruitment work. For a 17-year-old, the

alternatives can be pretty dull, and these posters are quick, extremely

well-executed, intelligent and dead on target. They are also part of one

of the best totally integrated campaigns around at the moment with

excellence in every area. All neatly rounded off with the line, ’Be the

best.’



Which is also Sheringham’s motto for the coming season.



COI/Royal Navy

Project: Royal Marines

Client: Deborah Condor, campaign manager

Brief: Convey that it takes real strength of mind to succeed in becoming

a Royal Marine

Agency: Young & Rubicam

Writer: Leighton Ballet

Art director: Lee Goulding

Photographer: Pete Lavery

Typographer: Lee Goulding

Exposure: National press

COI/Army

Project: Soldier summer campaign

Clients: Brigadier John Milne, Colonel Rory Clayton

Brief: Encourage school-leavers to consider a career in the Army

Agency: Saatchi & Saatchi

Writers: Adam Kean, Gavin Kellett

Art directors: Alex Taylor, Nik Studzinski

Photographers: Katz, Tom Mulvee (’food chain’)

Graham Cornthwaite, Tom Mulvee (’injection’)

Typographer: Roger Kennedy

Exposure: National six-sheet posters

Eurostar

Project: Summer campaign

Client: Mark Furlong, marketing director

Brief: Boost passenger volume

Agency: St Luke’s

Creative team: Andy Lockley, James Gillham

Director: John McFarlane

Production company: Great Guns

Exposure: National TV

Arm & Hammer

Project: Arm & Hammer dental care toothpaste

Client: Church & Dwight

Brief: Convey Arm & Hammer’s clean feeling

Agency: CKMP

Writer: Rick Sear

Art director: Ron Cregan

Production company: Clear

Exposure: National TV and satellite

PPP Healthcare

Project: PPP health screens

Client: Chris Webster, head of brands

Brief: Further demonstrate PPP’s supportive positioning

Agency: M&C Saatchi

Writer: Angela Jones

Art director: David Graham-Dao

Director: Graham Fink

Production company: The Paul Weiland Film Company

Special effects: John Hollis, Smoke & Mirrors

Exposure: National TV and satellite

ASH

Project: Anti-smoking campaign

Client: David Reed, campaign co-ordinator

Brief: Stop teenagers smoking

Agency: Poulters

Writer: Pete Camponi

Art director: Rick Ward

Photographer: Adrian Burke Typographer: Martin Case, Bloomsbury Art Co

Exposure: Yorkshire region press



This article was first published on campaignlive.co.uk

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