PRIVATE VIEW - For a different kind of Private View, planner Mia Kennedy has a look over the week’s new ads

’Me do it!’ demands our two-year-old as she wrestles the six-pint bottle of milk from my hands and struggles to slosh a few glugs into her bottle. I fear this misplaced self-confidence might be genetic, as I find myself agreeing with Campaign that a planner, in fact, this planner, should write Private View for a change.

’Me do it!’ demands our two-year-old as she wrestles the six-pint

bottle of milk from my hands and struggles to slosh a few glugs into her

bottle. I fear this misplaced self-confidence might be genetic, as I

find myself agreeing with Campaign that a planner, in fact, this

planner, should write Private View for a change.



This planner’s perspective on an ad starts with the brief. Is it any

good? And then, is the ad any good? The package from Campaign contains

no briefs, but luckily, lots of top ads ...



I watch the new Lion Bar campaign with fascination. Forget biological

warfare, Nestle has provided us with the ultimate deterrent. In the

first ad, tension builds as we see a python slither on to the tummy of

our sleeping hero. Awakened, he gingerly reaches out for a suitable

cosh. Instead, his quivering fingers knock a Lion Bar off the table. One

look at the wrapper and the python transforms from evil killer to

scaredy snake and makes a break for it. In the second execution,

menacing hounds in pursuit of a gang of youths transform into quivering

pooches at the sight of the Lion Bar. It’s fun, it’s funny and it’s

branded.



It’s not easy doing ads on invisible things like computer chips,

particularly when they’re given names like the Intel Pentium III

Processor. These announcement ads tell us of the imminent launch of said

processor, which is portrayed as a doorway. This doorway not only gets

us on to the internet, but also gets us into the internet. I’m not sure

exactly what’s on offer to deliver this benefit, but, as it’s Intel, I

assume it’ll be high tech.



I was taught to start any planning task by considering what’s already in

the mind of the prospect (aside from the usual musings about sex, beer

and football). To me, Warburtons conjures up the words ’good

quality’.



True, and dull. BBH has considered the contents of the prospect’s mind

and leaped from the bland to the brilliant. These ads tell me that

whatever your faults - being an embarrassing mum or a male ice dancer -

buying Warburtons indicates some modicum of good taste. Nice.



Remember that ad for Speedo with the cyclist, skaters and runners

struggling under water as the Speedo girl glides past? Well, a new

Speedo blockbuster is here. The line is unchanged, but this execution

gives the brand more grit and a bit of serious professional endorsement.

We are apparently in pursuit of a felon, just visible on heat-sensitive

film as he chases across a city, over bridges, off buildings and into a

river. It transpires that this is the three-times world champion

triathlete, clad in his unstoppable Speedo togs.



Saatchis has done some storming Army work. It has developed tough

strategies to overcome the worries in any potential recruit’s head.

Worries about cutbacks, about basic training and about the ribbing from

your non-army mates. This ad for the Territorial Army positions it as a

secret other life. At any moment, you might have to hurl down your fish

and chips and jump out of a helicopter. I like it. The TA sounds

exciting and important - no Dad’s Army jokes lurking here.



How can we be so cruel and patronising to the old? This Help the Aged

film explains and makes me feel ashamed of my ageism. We see a young

woman on a bed and hear an old lady’s voice reciting a poem. She’s

describing her life and experience of being old: ’Inside this old

carcass, a young girl still dwells.’ At the end, we’re told that the

poem was written by an old lady and found by a nurse after she’d died.

Yes.



Well, my daughter left a milky puddle on the table top but she is

unabashed, she had a go. I hope other planners will also get a chance to

give it a go in future.



COI

Project: Territorial Army

Client: Lt. Col. Spencer Gammond, RO2 TA marketing

Brief: Show that TA is a vital part of the British Army

Agency: Saatchi & Saatchi

Writer: Adam Kean

Art director: Alexandra Taylor

Directors: Paul Weiland and Alexandra Taylor

Planning director: Andy Davies Production company: The Paul Weiland Film

Company

Exposure: National TV

NESTLE

Project: Lion Bar

Client: Michel Reinarz, director of marketing, Germany

Brief: The involving bite fuels your confidence

Agency: J. Walter Thompson

Writer: Siggi Halling

Art director: David Mackersey

Director: Kevin Molony

Planning director: Bernadette Knox

Production company: Union Commercials

Exposure: National TV

SPEEDO

Project: Speedo

Client: Eve Davies, marketing director

Brief: Re-introduce Speedo to an audience of 15- to 35-year-olds

Agency: WCRS

Writer: Darren Bailes

Art director: Alan MacCuish

Director: Adrian Moat

Planner: Katie Lancaster

Production company:

RSA Films

Exposure: Cinema

INTEL

Project: Pentium III Processor

Client: n/s

Brief: n/s

Agency: n/s

Writer: n/s

Art director: n/s

Director: n/s

Planner: n/s

Production company: n/s

Exposure: n/s

HELP THE AGED

Project: Help the Aged

Client: Sandra Chalmers, communications director

Brief: Change young people’s attitudes towards old people and raise

their awareness of Help the Aged

Agency: Leo Burnett

Writer: Nick Bell

Art director: Mark Tutssel

Director: Malcolm Venville

Planner: none

Production company: Malcolm Venville Ltd

Exposure: Cinema

WARBURTONS

Project: Warburtons Bakeries

Client: Jonathan Warburton, joint managing director

Brief: Make Warburtons’ care and skill relevant to family life

Agency: Bartle Bogle Hegarty

Writer: Alex Grieve

Art director: Adrian Rossi

Director: Mike Stephenson

Planning director: Nick Kendall

Production company: The Paul Weiland Film Company

Exposure: Regional TV



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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).