A CLIENT’S PRIVATE VIEW: For a different kind of Private View, the COI’s Carol Fisher has a look over the week’s new ads

We all know about target audiences - ABC1 adults, 18- to 24-year-old men - but what about the hidden targets for any campaign? The following are the ones that keep the hapless marketing manager awake at night, as I remember all too well. There’s the sales force: ’You expect us to go out and sell that?’ The board: ’You’ve got 15 minutes and we’re already late for lunch.’ And, worst of all, the family: ’Is that one of yours?’

We all know about target audiences - ABC1 adults, 18- to

24-year-old men - but what about the hidden targets for any campaign?

The following are the ones that keep the hapless marketing manager awake

at night, as I remember all too well. There’s the sales force: ’You

expect us to go out and sell that?’ The board: ’You’ve got 15 minutes

and we’re already late for lunch.’ And, worst of all, the family: ’Is

that one of yours?’



So how would this week’s selection satisfy these very demanding

audiences, as well as the official ones - and, of course, me.



Cow & Gate is a real crowd pleaser. My other half tells me he was a Cow

& Gate baby; not sure he ever looked as cute as any of these,

though.



It’s beautifully shot and has nicely researched music. I’m not, and

never have been, in the target market, but it looks like the technical

bods insisted on ’follow on milk’ which I’m not sure is general consumer

parlance.



A pity, too, about the brand symbolism at the end which feels a bit of a

bolt-on from the client and really breaks the mood.



The board must have loved Volkswagen Polo. Yes, it’s bang on strategy

for communicating just how comfy the new model is, and it’s been

achieved without the ’help’ of those ergonomic diagrams from the

engineering department, so well done to the marketing team for fending

off that challenge. But, honestly, praying to be stuck in Spaghetti

Junction? Not even an XK8 convertible could dull that much pain, let

alone a Polo.



Tango is one for the sales team - gung-ho, aggressive. So now the height

of amusement for teenagers is to drive people mad or force-feed them the

product. I’m sure parents will really appreciate both the megaphone

offer and the sinister ’bill payers will be stung for pounds 2.99’. The

ads are apparently called ’shout down non-Tango drinkers’. Call me

old-fashioned, but whatever happened to product benefits?



My mum would hate this, but I suppose that’s the point.



An ad break wouldn’t be complete these days without at least one dotcom

ad. The campaign for Easier.co.uk explains in a convoluted way that you

can sell your house free on the internet. Sounds like a great

proposition - after all, everyone loathes paying estate agency fees, but

surely the message could be achieved much more simply and directly? Or,

as my 83-year-old aunt asked me the other week: ’What is Microsoft

dear?’



Your 16-year-old nephew, the sales team and the board would all love

Adidas, although the finance director might have had a heart attack over

the production bill.



(Brand manager: ’Yes, but spread across 42 countries, the budget really

is very reasonable.’) Of the three ads on the reel, the Jonah Lomu one

is by far the best. Good to see that ’Adidas makes you better’ can work

in small-town New Zealand as well as in the US. Characterisation is very

credible: the old lady talking admiringly about his ’rippling muscles’.

In fact, these ads will be so successful that your brother will be

calling up to ask ’just who’s side are you on? Do you know how much the

shops are charging for these things?’



I know from friends in the industry that charity clients can be some of

the most difficult audiences, but VSO is wonderful. A great idea,

beautifully executed. At last the use of a famous music track that is

relevant and motivational. An intelligent and ironic tone of voice that

is on the button for the target audience: ’Lawyers wanted, pitiful

salary, company bicycle.’ The opposite end of the production budget

scale to Adidas, and all the more powerful for that. I wish it was one

of mine, I would be happy to champion it with any audience.



VSO

Project: Awareness and recruitment

Client: Mathew Bell, director of communications

Brief: Make VSO better known to encourage recruitment and fundraising

Agency: Court Burkitt & Company

Writer: Jon Canning

Art director: Phil Howells

Typographer: Chris Jones

Exposure: Cinema

Adidas International

Project: Adidas

Client: Gordon Baird, managing director of marketing

Brief: Adidas makes you better

Agency: 180

Writer: Lorenzo De Rita

Art director: Dean Maryon

Director: Fredrik Bond

Production company: Harry Nash

Exposure: National TV and print

Easier

Project: Easier.co.uk

Client: Steve Rist, joint chief executive

Brief: Launch the brand as the easier way to buy and sell your home

Agency: Atlas Advertising

Writer: James von Leyden

Art director: Gary Smith

Director: Richard Loncraine

Production company: Garretts

Exposure: London and South-east TV

Volkswagen

Project: Volkswagen Polo

Client: Bernard Bradley, communications manager

Brief: Communicate that the new, more luxurious Polo has arrived

Agency: BMP DDB

Writer: Andrew Fraser

Art director: Leslie Ali

Director: Walter Stern Production company: Academy

Exposure: National TV

Britvic Soft Drinks

Project: Orange Tango

Client: Andrew Marsden, marketing director

Brief: n/s

Agency: HHCL & Partners

Writer: Jonathan Burley

Art director: Ian Williamson

Director: Jeff Stark

Production company: Stark Films

Exposure: National TV

Nutricia

Project: Cow & Gate Step-Up baby milk

Client: Sue Gisbourne, marketing director

Brief: Promote Cow & Gate Step-Up baby milk

Agency: Abbott Mead Vickers BBDO

Writer: Mary Wear

Art director: Damon Collins

Director: Mark Denton

Production company: Blink Productions

Exposure: Regional TV



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