PLANNER VIEW: Laurence Green, the planning partner at Fallon

Over the following four pages, a planner and a creative director give their different perspectives on the same set of current ad campaigns.

"Constructive criticism" is the instruction from Campaign. It should be the planner's motto but most of us will admit to occasional bouts of both lazy praise and wilful cynicism. Let's see whether I can stay on brief.

It's easy to be constructive about the new Kit Kat campaign, now that our fine four-fingered friend is agitating more vigorously for breaks per se: have a break, not a breakdown is the new sentiment. (Note to Kit Kat copycats: only brand leaders should attempt this sort of stuff.) It's one of those neat little shifts of strategy that chucks out the bathwater but preserves the baby. The "salmon" commercial stakes out the turf effectively and likeably enough but it feels like there's plenty of room left for creative manoeuvre. Time for a confident dab on the accelerator.

At Mini, meanwhile, it may be time for a confident dab on the brakes.

(Not a sentence you could have written 20 years ago.) The Mini Adventure campaign is as absurd and joyful as the car itself and quite unlike any of its competitors. The pick of the crop is no more complicated than this: "Mini attempts to jump over the next advert. Success. The end." With the car heroically centre stage and echoes of The Italian Job to boot. It's an idea that even extends effortlessly into sponsorship bumpers, so caution is urged only because it's all good enough already without the borrowed interest of Traktor's trademark japes. An opportunity, not a problem, as planners say a little too frequently.

By contrast, Clerical Medical could do with some ugly blokes, nudity and ironic warning signs. The brand's new TV work features a content policyholder smugly reaching for his alarm clock's snooze option and his female alter ego hiring a cab to cross a busy road. This because: "If the future's sorted, you can afford to live a little." Sadly, it seems this client has finally escaped the clutches of the "animate your brand name" school (think Scottish widows, clerics and medics) only to lurch headlong towards the generic quicksand. The ads are pleasant enough and modishly tongue-in-cheek, but this is a plain-vanilla strategy that needs choc-chip executions to cut through. My constructive criticism? Live a little.

Harvey Nichols has a campaign that is very much its own. The only strategic surprise is that it hasn't been done before, so snug is the fit between brand and insight.

It's the stuff we all aspire to: a single-minded and brave campaign founded on a truth. These latest executions do a decent job of smuggling the latest menswear and lipstick product news in under brand campaign cover, with varying degrees of reward.

On to PlayStation or, more specifically, two commercials for The Getaway, which defy simple description. They are good-looking and edgy, without ever threatening to do an allegedly extraordinary game justice. It's the enduring curse of "double life" that we all stare at this brand and even its product communication with impossibly high expectations.

Finally, the NSPCC renews its ever-morphing "full stop" campaign with a more inclusive and empathetic stance. In its print articulation at least, the creative drama of "real children don't bounce back" has been traded for the strategic drama of the everyday strains of parenthood, an initiative that loops more of us in and reframes the hotline as helpline. Planner-friendly stuff, for sure, but for this client and cause that's no bad thing; as a parent, I'm suddenly involved in this campaign in a way I wasn't previously.

So there we have it. Planner attempts constructively critical Private View. Performs patchily. The end.

MG ROVER

Project: 2003 cinema

Client: Emma Lowndes, marketing manager

Brief: Continue and develop the successful Mini adventure campaign into

2003

Agency: WCRS

Writer: Andy Brittain

Art director: Yu Kung

Director: Traktor

Production companies: Traktor and Partizan

Exposure: Cinema

NSPCC

Project: "Full stop" campaign

Client: John Grounds, director of communications

Brief: Position the NSPCC as somewhere to turn to for parents before

they cross the line

Agency: Saatchi & Saatchi

Writer: Gavin Kellett

Art director: Nik Studzinski

Typographer: Roger Kennedy

Photographer: Jack Webb

Exposure: National press and magazines

HARVEY NICHOLS

Project: Brand campaign

Client: Julia Bowe, marketing director

Brief: Harvey Nichols is heaven for fashion addicts

Agency: BMP DDB

Writers: Dan Hubert and Amber Casey

Art directors: Dan Hubert and Amber Casey

Typographer: Pete Mould

Photographers: Piers North and Kieran Masters

Exposure: National press and cross-track posters

CLERICAL MEDICAL

Project: 2003 brand campaign

Client: Sue Tunstall, head of marketing operations

Brief: Communicate the peace of mind of being with Clerical Medical

Agency: Partners BDDH

Writer: Murray Blacket

Art director: Steve Back

Director: Daniel Barber

Production company: Rose Hackney Barber

Exposure: National TV

SONY PLAYSTATION

Project: PlayStation

Client: Kevin McSherry, senior product manager

Brief: Show what happens when you take the safety net out of the gaming

experience

Agency: TBWA/London

Writers: Chris Bovill and John Allison

Art directors: Chris Bovill and John Allison

Directors: Tom and Charlie Guard

Production company: Rogue Films

Exposure: European TV

KIT KAT

Project: You are not a salmon

Clients: Liam Newton, head of brand marketing; Jon Lambert, brand

manager

Brief: Kit Kat inspires the UK to take more breaks

Agency: J. Walter Thompson

Writer: Jonathan John

Art director: Nick Wootton

Director: Peter Cattaneo

Production company: Academy

Exposure: National TV

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).