I was assured by one of my fellow jurors who now works out of New York that 93 per cent of all press done in that city is in fact the work of illegal immigrants from Mexico. Ruthless gang masters used to smuggle these wretched men over the border at night to strip the asbestos out of old buildings but now the big bucks is in picking up unwanted press briefs. It's a dirty trade but I guess someone's got to fill those newspapers and magazines.
Could it happen here? I don't know. You tell me. How many times does the name "Chavez" appear in the column opposite? The sure thing is that more and more senior teams are turning their noses up at anything that doesn't involve moving pictures.
Somebody therefore must be shipping more than their fair share of print.
The Salty Dog Crisps campaign is the most obviously Hispanic in origin.
The poor, shivering wet-backs barely had time to rip-off a few old Irn-Bru posters before their chains were jerked and they were back on the bus to Tijuana. And, I must confess to hearing the not-too-distant sound of a mariachi band while contemplating the Jordans work. How many times have you seen a picture of rolling countryside/fields of wheat/vineyards/mountain ranges, etc. with the headline "Our factory"? Even if it's just me, the fact is that Jordans has a terrific and timely story to tell but these sweet, but twee, executions are just sugaring the pill.
I think I can smell jalapenos on the breath of the Morgan's Spiced rum campaign but to be fair, los hombres were up against it on this one. There was a time when this fine brand was made by pirates, for pirates. Now, the marketing chappies seem determined to turn this proud brand into a range of scented candles for tarts' bathrooms.
Vanilla? Cinnamon? Garrgh!
Five manages to stay a few bites short of the whole enchilada with the promotion of its new "I-wannabe-a-celebrity-get-me-on-it" show The Farm.
Like most contemporary press ads, these are really posters that you find in your newspaper. Disturbingly, I found the "udders" execution vaguely erotic, something I could never say about saucy sea-side postcards. Perversely, these testaments to our national sniggering ignorance about sex have become the conduit for the new NHS Adult Sexual Health campaign. Britain leads Europe in unwanted pregnancies and sexually transmitted infections, but I just can't see these accurate parodies of Donald McGill affecting the mating habits of the Club 18-30 crowd, that's all.
The ease and confidence with which Tesco has appropriated Sainsbury's tone of voice is a measure of how secure it now is as Middle England's grocer of choice. It will take more than this combination of wit and candour to withstand the retail juggernaut that is Wal-Mart but it's good to see this close agency/client partnership on such cracking form. Look children, see what you can do with a retail press brief . Now get writing!
- Gerry Moira has filled his iPod and is a bit bored now.
- An entry form for the Campaign Press Advertising Awards 2005 is available in this issue of Campaign or contact: Bridget Drummond 020 8267 4090 firstname.lastname@example.org
Project: The Farm
Client: Simon Downing, head of marketing, five
Brief: The countryside bites back
Writers: Roderick Fenske, Rob Turner
Art directors: Michael Barker, Nick Hutton
Photographer: Dave Young
Typographer: Chris Ant
Exposure: 96-sheet golden squares, single-page press
Project: Every little helps
Client: Ian Crook, planning director, brand communications and trade
Brief: Remind customers of the many reasons why they like shopping at
Writers: Sam Cartmell, Jason Lawes
Art directors: Jason Lawes, Sam Cartmell
Photographer: Colin Campbell
Exposure: National press
Client: Kathy Sawtell, senior brand manager, Diageo
Brief: Remind consumers in Scotland of the unique taste of Morgan's
Spiced Agency: Grey London
Writers: Adam Chiappe, Matt Saunby
Art directors: Adam Chiappe, Matt Saunby
Photographer: Paul Zak
Typographer/illustrator: Ian Hamson
Exposure: 48-sheets, six-sheets, bus supersides in Scotland
SALTY DOG CRISPS
Project: Salty Dog Crisps
Client: Dave Willis, brand owner
Brief: Build awareness to support distribution growth
Agency: Barrett Cernis
Writer: Jonathan Eley
Art director: Ray Barrett
Typographer: Ray Barrett
Exposure: National press and posters
Client: Paul Weddepohl, marketing director
Agency: Vallance Carruthers Coleman Priest
Writers: Kimberley Gill, Mareka Carter
Art directors: Kimberley Gill, Mareka Carter
Photographer: Nadege Meriau
Exposure: National press and posters
Project: Sex Lottery summer campaign
Clients: Karen Gregory, Chris Neish, senior marketing communications
Brief: Warn young adults of the dangers of unprotected sex during the
summer holiday period
Agency: Delaney Lund Knox Warren & Partners
Writer: Jon Elsom
Art director: Ken Sara
Typographer: Ken Sara Exposure: National press