The Work: Private view

campaignlive.co.uk, Friday, 10 October 2008 12:00AM

CREATIVE - Paul Brazier, executive creative director, Abbott Mead Vickers BBDO

Does anybody remember Derek Batey? He used to present a programme called Mr and Mrs. It was a quiz show where couples had to guess what each other's answers would be. That's sort of what we're doing this week. Reviewing the work on this side of the magazine, it's me, a creative with a Brummie accent, while over on that side is Pascoe, AMV's legendary receptionist and perhaps the most well-spoken person on the planet. Will I be able to guess what she thinks of this week's ads? Let's see.

First up is a viral for Pot Noodle (4). It's gone with the reliable old formula of telling consumers the product will give them a bizarre skin complaint. We see an ordinary bloke turn into some kind of sheep. Fun to watch, on-brand and brave. Not sure it'll be up Pascoe's poplar-lined avenue, though.

Next, NSPCC (3). This ad has a lot to live up to. NSPCC has been behind some of the most emotive ads in the world. It's a great cause and a very creative concept, but somehow the execution leaves me a bit cold. I don't think this will pull Pascoe's heartstrings either. She's one tough lady.

Next up is McDonald's (5). This ad sets out to show that McDonald's now has a breakfast for everyone. It's done this by showing everyone having breakfast at McDonald's. A bit "on the nose" for me. I don't really connect with any particular person and it fails to convince me that there is a new reason to go. Will it tempt Pascoe into Maccy Dees? I doubt it very much.

Damn. The new Ford Fiesta (2) ad uses a technique I've had my eye on. Sour grapes aside, it doesn't seem to work particularly well here. I don't quite marry up the executions with the Ford brand messages. That said, it's undeniably slick, well put-together and easy on the eye. I have a feeling Pascoe may approve.

Next, Orange (6). It's another in the "Don't let a mobile phone ruin your movie" campaign. I love this. Very funny, very clever. Well written and directed. I'm sure Pascoe will agree.

The last ad is for Wonderbra (1). You can watch it on its website www.sexysciencebydita.com. Typed it in yet? It's there, under the heading "The Science of Sexy". I can't imagine it took them long to think of this plot. Dita Von Teese plays a scientist who takes her clothes off (as they do), lets her hair down, then lifts her boobs up. Hmm, a difficult one to judge. As a creative director, I'd have to say the idea isn't great, but as a bloke - well, I've had tougher jobs to do. I really can't see Pascoe going for this one.

Right, enough from me. Let's see what the lady herself thinks.

CONSUMER - Pascoe, receptionist, Abbott Mead Vickers BBDO

When they first asked me to do this, I have to admit that I wasn't overly keen. I wondered if anyone would be interested in my point of view. Having worked as a receptionist at the largest agency in town for 20 years, I love the industry and I've certainly seen a lot of ads, but how much have I really learnt about advertising?

Eventually I decided that the best way to approach this was to write my point of view as a consumer, because, after all, that's what I am.

The first ad I watched was for the NSPCC (3). It's a subject that is close to my heart and I have always enjoyed their campaigns, even if they have been a little difficult to watch. Although I missed the fact that the butterfly wings were ears, which was the whole point of the ad, the film was tender and the music was lovely and I would definitely donate to the cause.

I used to own a Ford Fiesta (2) in the 80s and I bloody loved it. I particularly liked this campaign, because the woman has gone out to have a good time in her fab new car and left her man at home. It's a welcome relief from the usual car ads you see that are shot in Arizona or the French Alps. Creative teams don't seem that keen on shooting in London, funnily enough. Visually stunning with great music, I loved it when the car appeared at the end. One pink Ford Fiesta for me, please.

I really don't know what to say about the McDonald's (5) spot. It was just a bit dull. Sorry. I'll stick to Starbucks for my morning coffee.

I've never eaten a Pot Noodle (4) in my life and I'm clearly not the target audience here, as this didn't really make any sense to me. I'm sure that this funny, oddball ad will be very popular with students and teenagers, though, which I guess is the point.

I have to admit that I have a bit of a crush on Anjelica Huston, and her voice in this Orange (6) ad was truly mesmerising. I just wanted it to go on and on. It was a lovely film to watch and very funny, especially when they clicked their fingers a la The Addams Family. Great campaign.

The final Wonderbra (1) ad was my absolute favourite. What's not to like about Dita Von Teese and some truly beautiful underwear? Every girl would love to be her and it brings some much-needed romance to an industry that is seriously lacking in it (trust me on this, I've watched the goings-on in our reception for years). I loved the story of the scientist turning into a goddess, especially when the molecules turned into a bra. You get to see the full range of underwear in a sexy way, without it being cheap. I imagine Paul will love this one, but who knows whether it will encourage him to go and buy something sexy for his wife. All I know is I can't wait to add to my ever-expanding collection of naughty underwear.

Well, that wasn't as bad as I thought it was going to be. But I don't think I'll be doing another Private View for at least another 20 years.

1. WONDERBRA
Project: The science of sexy
Client: Debbie Rix, Wonderbra European marketing director, DB Apparel
Brief: Launch Dita Von Teese's limited edition European lingerie
collection for Wonderbra, gaining mass awareness and online presence
Agency: JCPR Edelman
Writer: n/s
Art director: Ali Mahdavi
Directors: Jackie Cooper, David Fine
Production company: 2712 Productions
Exposure: Online, PR, point of sale

2: FORD FIESTA
Project: This is now
Client: Mark Simpson, director of marketing communications, Ford of
Europe
Brief: Deliver a pan-European multimedia campaign for the new Ford
Fiesta
Agency: Ogilvy Advertising London
Writer: John Crozier
Art director: Dom Sweeney
Director: Noah Harris
Production company: Blink
Exposure: Pan-European TV

3. NSPCC
Project: Butterfly
Client: John Grounds, director of communications, NSPCC
Brief: Make people believe that the NSPCC needs their money
Agency: Saatchi & Saatchi
Writer: Matthew Skolar
Art director: Philippe Fass
Director: Aaron Duffy
Production companies: 1st Avenue Machine, Passion Pictures
Exposure: TV

4. POT NOODLE
Project: Wool Boy
Client: Pot Noodle
Brief: n/s
Agency: AKQA
Writers: James Hilton, Per Nielsen, Matt Longstaff, Alex Fraser
Art director: n/s
Director: Dom Bridges
Production companies: AKQA Film, Mustard London
Exposure: TV

5. MCDONALD'S
Project: Breakfast
Client: Jill McDonald, senior vice-president and chief marketing
officer, UK and Northern Europe, McDonald's
Brief: Show how McDonald's fits into people's mornings
Agency: Leo Burnett
Writers/art directors: Philip Deacon, Bertie Scrase
Director: Ewan McNicol
Production company: Blink
Exposure: National TV

6. ORANGE
Project: Anjelica Huston Gold Spot
Client: Rachel Macbeth, head of advertising and design, Orange UK
Brief: Remind people to switch off their phone during the film
Agency: Mother
Writer: Mother
Art director: Mother
Director: Bryan Buckley
Production company: Hungryman
Exposure: Cinema.

This article was first published on campaignlive.co.uk

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