Campaign Craft: Portfolio

Pete Lewtas (34) and Jon Prime (32) are mulling over how best to celebrate their ten-year creative partnership. ’I suggested a romantic candle-lit dinner, but I’m not sure Pete’s up for it,’ Prime says.

Pete Lewtas (34) and Jon Prime (32) are mulling over how best to

celebrate their ten-year creative partnership. ’I suggested a romantic

candle-lit dinner, but I’m not sure Pete’s up for it,’ Prime says.



The duo met as wet-behind-the-ears advertising students at Manchester

Polytechnic in the late 80s, before embarking on a lively career which

has included stints at GGT, BMP DDB Needham and Bainsfair Sharkey

Trott.



More recently, their work has diversified and they are now directing

commercials through James Garrett and Partners.



’As a creative team we were always very hands-on during shoots,’ Lewtas

says . ’In fact, we were real pains in the arse, constantly wanting a

say in the casting and lighting and so on.’ At GGT, they penned the

celebrated Red Rock campaign featuring the Naked Gun star, Leslie

Nielson, moving to BMP on the crest of this wave. ’The work rate at BMP

was phenomenal,’ Lewtas recalls. ’We must have written about 20

commercials in three years.’ It was here, following the precedent set by

the agency’s alumni, Frank Budgen and Graham Rose, that Lewtas and Prime

started directing some of their own material, notably a lunatic spot for

Maynards wine gums featuring a manic kilted Scotsman and some inspired

animation by Aardman.



The rest of their reel, featuring spots for Puma, BT, Danish Bacon and

Sugar Puffs, is more considered, though the ads exhibit a distinctive

comic thread. ’We love good ideas, and want to get them across in the

most visually appropriate way,’ Prime says. Lewtas adds: ’We’re

certainly not ’style over content’.



There’s no whirly-whirly stuff - for want of a better phrase.’ So, do

agency teams feel threatened by a pair of seasoned creatives getting

hold of their scripts? ’Threatened? Only when I’ve had a few pints,’

Lewtas says. ’As creatives, we always used directors we felt could

contribute ideas - Frank Budgen, John Lloyd, Steve Lowe. We’ve never had

a problem with that. After all, it’s a collaborative venture.’