By LARRY BARKER, creative director of BMP, campaignlive.co.uk, Friday, 19 November 1999 12:00AM
Wotcher playmates! Hands up anyone not working on a dotcom pitch.
Wotcher playmates! Hands up anyone not working on a dotcom
Thought so. My advice is, don’t bust a gut. There’s plenty to go around
and I’m sure we’ll all end up with about 27 each. On to the brave
Kellogg’s Corn Flakes has got a commercial about some biddy who can’t
get up in the morning and only a bowl of cornys can save the day. Sort
of true actually, but this is so over the top that the truth is
I don’t know why, but this advertising seems like something out of the
Continuing with television we have a spot for Carlsberg Export.
Persevering with the hoary old strategy of ’so good they don’t want you
to have it’, this time it’s a politico whose sordid past includes
driving a beer lorry to England.
Brave move to use video to give it a real news conference feel. But no
points for bottling out and shooting the pack shot on film, though.
Now for a bit of press, and here I’m wandering into an area I know
little about - make-up. These ads for Manifesto, Isabella Rossellini’s
brand of slap, are a little confused. There’s a quote from the lady
herself, tucked away at the top, a bit of make-up thrown about the place
and some pictures of models trying to pretend they’re just ordinary ugly
people like you or I.
Again, tucked away in another corner is a quite interesting bit of
I didn’t know where to look if I’m honest. Still, my personal assistant
likes it so what do I know?
Anyway, the best ad for make-up is the Tigress herself, who never goes
out looking anything less than immaculate.
Buzz, I presume, is an airline or a ticket booking service. We have a
quite nice illustrative style that shows the founders of the said
company coming up with some brilliant stratagems for luring the punters.
The endline is: ’Three people had an idea.’ I’m surprised it took that
Back on the box we have Thorntons. Now, there were so many kids running
around in this and so much beautiful photography, I wasn’t sure if I was
watching an Orange or a chocolate ad. Or possibly a Chocolate Orange
Except it can’t be a Chocolate Orange ad ’cos they’re well branded
Now, these do look lovely, but do children like the kind of poncefied
chocs that Thorntons turn out, or am I missing the point? Are these
aimed at the child inside?
What’s wrong with the chocolate toolset, that’s what I want to know?
That’s a record second mention of the chocolate toolset within these
I expect a relaunch any time now.
Last, but not least, we have Pretty Polly and their spacehopper ad. I
love this ad. Gorgeous women bouncing, quite literally, up and down on
squidgy spacehoppers, all long-haired and giggly. When I played this ad,
within seconds the office filled up with blokes and I had to play it
half a dozen times. Talk about ’all day up tights’, I was up all night
with my own spacehopper-style protrusion. It’s fabulous. Only a girl
wouldn’t like these ads. Which is a shame because unless they’re aiming
at the fairly limited Siamese-twin bank robber market, I’m convinced
that women will feel a little shortchanged by these ads.
And far be it from me to jump on a Campaign bandwagon but, as we near
the end of the century, these ’laddish’ tendencies seem to be
increasingly out of place.
If this sort of stuff works on women, then I’m disappointed. It’s almost
as if the only way women feel they can be accepted is to play along with
the roles that men set out for them. Tell me I’m wrong, because while
they might be evil incarnate, I’d hate my two girls to grow up in a
world like that.
CARLSBERG TETLEY BREWING
Project: Carlsberg Export
Client: Tony Vaughan, director of brands
Brief: Build on the success of the first ad
Agency: Saatchi & Saatchi
Writer: Ed Robinson
Art director: David Hillyard
Director: David Kellogg
Production company: Propaganda Films
Exposure: National TV
Project: Kellogg’s Corn Flakes
Client: Clare Hetherington, marketing manager
Brief: Kellogg’s Corn Flakes - the best way to wake up
Agency: J. Walter Thompson
Writer: Matthew Lloyd
Art director: Dave Woodall
Director: Mandie Fletcher
Production company: The Artists Company
Exposure: National TV
Project: All Day Up range
Client: Brian Duffy, managing director
Brief: Launch All Day Up, the most exciting product innovation in the
hosiery marketplace. Finally a pair of tights that stay in place
Agency: TBWA GGT Simons Palmer
Writer: Trevor Beattie
Art director: Bil Bungay
Director: Graham Fink
Production company: Paul Weiland Film Company
Exposure: National TV and satellite
LANCASTER GROUP WORLDWIDE
Project: Isabella Rossellini’s Manifesto
Client: Patrick Albaladejo, senior vice-president, international
Brief: Launch Isabella Rossellini’s Manifesto, a new cosmetics range
Agency: Leagas Delaney
Writer: Mark Goodwin
Art directors: Tiger Savage, Darryl McDonald
Photographer: Miles Aldridge
Exposure: Worldwide press
Client: Tony Camacho, network organiser
Brief: Launch Buzz
Agency: WCRS Writer: Remco Graham
Art director: Caroline Hampstead
Project: Chocolate heaven
Client: Sarah Neath, head of brand communications
Brief: Bring the ’chocolate heaven since 1911’ line to life
Agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Pip Bishop
Art director: Chris Hodgkiss
Director: Kevin Thomas
Production company: Godman
Exposure: National TV
This article was first published on campaignlive.co.uk
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