On first examination, the list of mailers for this review looks
encouraging: a cheeky little drop of charity, an automotive magnum or
two, a New World lemony booze-type alcopop thing and the ubiquitous
financial services appellation controlee. So, on with the slippers, out
with the pretzels and into the first offering: Marbles.
It’s cheeky, to the point and tells it like it is. It’s unpretentious
and, in places, sweet. However, the wheels fall off the
’it-does-exactly-what-it-says-on-the-tin’ approach a bit too quickly for
my liking: there’s just so much of it - nine bits, including the outer.
The writer has tried hard but format, mandatory inclusions and the sheer
volume of confetti has done its best to marginalise the nice wordage,
which is a shame. So, overall, it’s pert and palatable in places but
there are too many flavours vying for attention.
Next, a Jeroboam of an envelope for Nissan Fleet. Inside, I am
confronted with a sodding great cardboard folder-type contraption
covered in the acid-induced ramblings of a Photoshop junkie. Curious. On
opening the sodding great cardboard folder-type contraption, a
rubber-band-powered moth shot out towards the ceiling, scaring the
bejeesus out of me. Undeterred, I waded on to chance upon a letter, a
two-page questionnaire and a reply-paid envelope. It looks professional,
and there are lots of questions, lots of prizes and lots more of the
Photoshop odyssey. But all in all, there was a lot of money spent to say
- well, not a lot really. The taster’s notes were accordingly
disparaging: a bit thin after the initial promise. And what the bloody
hell the moth had to do with anything, I’ll never know.
On to something far more substantial: Land Rover Freelander.
Experiencing Land Rover’s work is, on the whole, a rare pleasure. This
little bundle of joy is no exception. The production, art direction and
delicious words are all in perfect balance. Being hyper-critical,
however, the shot on the front of the little book isn’t half as nice as
most of the inside efforts and the use of quotations throughout is a tad
hackneyed. To sum up: another classic from the northern-facing slopes of
Craik Jones and the client that keeps on giving. Rich, full of character
and smooth. Yummy.
The next offering is definitely from the screw-top section. A video
mailing for Hooch Lemon. I have a feeling I must still be slightly
intoxicated by the Chateau Freelander 1er Cru, as this one I just didn’t
get at all.
Now, I appreciate that I’m a little above the age of the target market,
but I am not totally out of touch with ’yoof’ culture and all that is
clubtacular. This piece of shameless onanism, however, left me reaching
for the James Taylor and cocoa. It’s a 30-minute tour by six charmless
little clubbers around six cities shot on a handydigipalmicam. But it’s
all grain, jaunty angles, choppy edits and faux camera verite.
And to do what? To get like-minded grubby little clubbers to answer one
of those idiotic questions normally reserved for premium-rate, money
spinner lines. It probably worked though. Anyway - yuck!- I didn’t like
And to finish? A sweet little half bottle from Victim Support. The press
ads, posters and website are all very much from the same vineyard. It
uses great shots, has a clear message and is a nice, no-nonsense
I’ve one gripe, though. The ad copy is far too long and it needn’t have
been. But overall, a pleasant way to finish my tasting.
I’m off for a real drink now. Cheers.
Brief: Test two treatments aimed at highly profiled prospects skewed to
those with internet access
Copywriters: David Hudson, Deborah Baker
Art directors: Hugo Lines, Tracey Hunter
Brief: Maximise data collection from fleet decision-makers, highlighting
hot prospects for product launches
Agency: Tullo Marshall Warren
Copywriter: Phil Rhodes
Art director: Simon Nicholls
LAND ROVER FREELANDER
Brief: Capture the sheer delight of driving a Freelander, urging
recipients to book a test drive
Agency: Craik Jones
Copywriter: David Brown
Art director: Mark Buckingham
Brief: Build on the momentum of the initial Hooch Nation communications
to strengthen the customer relationship
Agency: Brann Bristol
Copywriters: Bob Crampton, Julie Tyers
Art director: Nancy Lokos
Directors: Bob Crampton, Paul O’Brien
Production company: in-house
Brief: Recruit volunteers to help victims of crime
Agency: Wunderman Cato Johnson
Copywriter: Ross Keenleyside
Art director: Simon Armstrong.