CAMPAIGN-I: Private Surf - Marcus Vinton, the executive creative director of interactive at Ogilvy & Mather, gets a mouthful of

I've always fancied myself as a bit of a food critic. I guess this

isn't exactly the kind of Epicurean adventure I had in mind, but hey-ho.

Watch out AA Gill, the blonde will be mine!

For starters, this site has been designed for a bunch of old cults. I

said cults - more Pot Voodoodle than Noodle, maybe Mr Benn meets The

Moonies. Anyway, it promises to fill up our emptiness through eight

weirdo digi-shrines such as 'The Stark Spoon of Evil', 'Fork of

Transcendence' and the 'Mystical Mount Spout'.

Perhaps it was a case of too many chefs, but the site looks like a

fuzzy-felt and Letraset explosion. A homage to the 'I can't be arsed

designing' school of design, of which, incidentally, I am a big fan. If

work has a real personality, then chances are that it will be

communicated through big and brilliant thinking, not constipated, pretty

design - something this site could never be guilty of.

So a promising appetiser, but what about the main course? Well, I'm sure

the target will have been that elusive 16- to 25-year-old catchment. On

the proviso that the targets were students, and that the students were

all introverted hippie-goths, then the content is spot-on. Some of the

sections are genuinely funny. However, I think the site could have

benefited from more strategic input from the brand campaign. Apart from

the TV work's nifty animation style, perfect for Flash conversion, the

ads cater to a wider community and yet wouldn't alienate the

psycho-nutter students out there.

If the intention was to avoid cannibalising the big brand stuff, then could be a lot weirder and virally subversive. I'm sure

the site will evolve to this as uploaded content from new cult members

is included.

I've just about had my fill. Couldn't review another thing. I'm off to

The Ivy for lunch. Bon appetit.

Owner: Bestfoods

Site positioning: Reinforce the cult status of the Pot Noodle brand in

the 18- to 24-year-old target audience

Launched: April 2001

Developed by: Tribal DDB.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).