iTV Report: The Work - Private View

CREATIVE - Charles Inge, creative partner, Clemmow Hornby Inge

Remember the old days (say, circa 2003) when interactive ads were like clumsy, simplistic websites lurking behind the main commercials? Well, now they have evolved into the equivalent of the "extra scenes" that we find on our DVDs. Used well, they can add real depth to a brand.

First on my screen is Adidas (1). A beautiful, intriguing ad for the first intelligent running shoe. I press my little red button and am seamlessly transported into an equally intriguing product explanation telling me that this shoe "adapts 23 times faster than the blades of a Black Hawk helicopter".

There's little interacting to be had, but I leave the site still wanting more and my enjoyment of the ad the next time I see it is enhanced. The classiest of today's offerings.

From intelligent shoes to intelligent phones, Nokia (6) asks me to find out more about its new third-generation offering. I like mobile phones, I'm intrigued by 3G, so I duly oblige. Cleverly, the site asks me to switch channels with my TV remote and I can choose what to see on the mobile, whether it's music, sport, film, news etc. Treating the phone as a mini TV is a brilliant use of the medium, perfectly bringing to life 3G. So this ad is the smartest of today's offerings.

From smart to Smart (7) (see what I've done there?). I'm watching an ad for its ForFour telling me that this car is "the most romantic car in the world", and then asks me to find out more. To the sound of mellow strings, I caress the little red button. Will I be transported to a world of love and romance? Not exactly; I'm now being told that the car is not for lovers but is for adrenaline junkies, clubbers, star gazers and futurists, whatever they are. Not only is the site complicated, flat and annoying but, worst of all, confused. The interactive part is actually detrimental to the ad. I'm out of here.

I try my luck with Hyundai (5). This is better. A no-nonsense, no-frills ad that asks me to compare its prices with the competition - a brave idea. I press my button and a brutally designed site does exactly that.

There is no attempt to make me love the car. But then I'm probably going to buy a Hyundai with my head, not my heart.

By contrast, Volkswagen (3) is wooing me with one of the best ads on TV at the moment. The only criticisms that I have heard of this lovely ad is from my sulky brother-in-law who said: "There's not much car in it." However, this interactive version gives him the car in spades. He can see it driving in the rain through the set of Singin' in the Rain. He can see every angle lovingly shot, inside and out. He can even see how they made the ad. He will be happy. I'm happy: it's easy to review great work.

Capital One (4) is finding its market space by telling us about identity theft. The interactive bit builds on this. I can find out tips to avoid it, how prevalent it is in the UK and through this, it tries to flog me another credit card. I'm not sure that I would bother wading through this stuff, but the fact that it is there at least tells me that Capital One cares about the issue. For a piece of plastic that is essentially no different from every other of the 30,000 credit cards in the UK, this ad is building itself a definite point of difference.

Finally, fewer brands have a bigger point of difference than Walt Disney World (2): a singular world where dreams become reality and magic is king.

Sadly, the magic dies completely as I press my interactive button and I am taken to a flat, dull brochure where I can spend too long being irritated by some music while I try to order a DVD and holiday planning kit. What an opportunity missed.

Today's bunch of ads demonstrates that interactive TV is evolving apace.

I would recommend Adidas, Nokia and Volkswagen to anyone, agency and client alike, who wants a lesson on what this medium can do.

1. ADIDAS

Project: Adidas 1

Client: Audrey Schillings, marketing communications manager, Adidas

Brief: Give viewers a deeper understanding of Adidas 1, its cutting-edge

technology and its capabilities, through interactive TV and by allowing

viewers to download a free mobile movie

Creative agency: Weapon7

Writer: Mark Brown

Art director: Simon Smith

Planner: Mark Brown

Media agency: PHD

Media planners: John Murray, Jennifer Harden

Production companies: Weapon7, Sky

Director: Simon Smith

Editor: Simon Smith

Post-production: Weapon7

Audio post-production: Weapon7

Exposure: 4 March to 20 March. Sky Digital plus Channel 4 and five

2. WALT DISNEY WORLD

Project: Walt Disney World

Client: Walt Disney Parks & Resorts, Walt Disney Company

Brief: Interactivity added as a branding and response tool, viewers were

shown elements of the park and offered the chance to order a DVD

Creative agency for TV ad: Leo Burnett

Interactive agency for interactive TV element: Arc

Art director: Lee O'Connel (Arc Worldwide, London)

Planner (interactive agency): Julie Cole (Arc Worldwide, London)

Media agency: Carat (buying)

Production company: Arc London

Director: Leo Burnett Chicago

Post-production: Leo Burnett Chicago

Exposure: Campaign went live on 1 February and interactive ran for six

weeks on Sky

3. VOLKSWAGEN

Project: Volkswagen Golf GTi

Client: Volkswagen

Brief: Support the new Golf launch campaign and extend the Gene Kelly TV

ad, interactors were also given the chance to see more footage of the

car, the making of the ad and request a brochure and/

or test drive

Creative agency: DDB London

Interactive agency: Tribal DDB

Art directors: Ben Clapp, Stephen Reed, Victoria Buchanan

Planner (creative agency): Hannah Wren

Media agency: MediaCom

Production companies: Tribal DDB, Real Time UK

Directors: Ben Clapp, Stephen Reed

Editor: Isaac Bell

Post-production: n/s

Exposure: 21 February to 20 March

Channels: Sky News, Sky Movies 1,4,5,6,8, Sky One, Sky One Mix, Sky

Sports 1, 2, 3, Sky Sports News, Sky Sports Extra

4. CAPITAL ONE

Project: Capital One launch campaign for Identity Theft Assistance

Client: Capital One

Brief: Educate the viewer further about identity fraud with all versions

of the Alistair McGowan TV ad, plus further information such as

prevention tips and victims' testimonials

Creative agency: McCann Erickson

Interactive agency: McCann Erickson

Art director: Matt Statham

Planner (creative agency): Cathy Samson

Media agency: Starcom Mediavest

Production company: Outsider

Director/photographer: Steve Hudson

Editor: Bill Smedley

Post-production: Framestore CFC

Exposure: 13 February to 13 March. Sky channels plus local channels

(Anglia/Border/Carlton/Granada/HTV/LWT/

Meridian/S4/Tyne Tees/Ulster/West Country/Yorkshire/Channel

4/five/IDS/UKTV/Extreem/ITV2/MTV/

VHS/Performance/The Vault/Chart Show TV/The Hits)

5. HYUNDAI

Project: Hyundai Getz/Tucson

Client: Elizabeth Vasey

Brief: Show that with Hyundai there are no extra hidden costs

Creative agency: Vallance Carruthers Coleman Priest

Interactive agency: Weapon7

Art director: Simon Smith

Planner (interactive agency): Mark Brown

Media agency: PHD

Production company: Sky Interactive

Director: Simon Smith

Editor: Cassandra Mays

Post-production: Weapon7

Exposure: 31 December to 30 January. Sky Digital

6. NOKIA

Project: Nokia 6630

Client: Rachel Wright

Brief: Bring to life the benefits of the first 3G smart phone

Creative agency: Grey

Interactive agency: Weapon7

Art director: Simon Smith

Planner (interactive agency): Mark Brown

Media agency: MediaCom

Production company: Sky Interactive

Director: Simon Smith

Editor: Mark Brown

Post-production: Weapon7

Exposure: 7 March to 31 March. Sky Digital

7. SMART

Project: Smart ForFour

Brief: Interactivity added to provide the viewer with further

information about the car and a chance to order a brochure or test drive

Creative agency: The Farm

Interactive agency: Press Red

Art director: Gary Robinson

Planner (creative agency): Zoe Wadey

Media agency: BJK&E

Exposure: 16 January to 26 February. Sky channels plus ITV, Channel 4,

five and IDS

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