When it comes to advertising - any advertising - I think that consumers aren't a target. We aren't a socioeconomic variable. We aren't a cluster.
We are all human beings. Yes, we are human beings who consume things and so we are all exposed to advertising communication. But we learn to play the advertising game when we are still little children and we learn to let brands exaggerate their benefits if they are able to seduce us. So how is this gallery of international press advertising going to seduce me?
Let's see ... Burger King. So you're trying to tell me that, in your restaurants, I can now find a real alternative to greasy food wrapped in brown paper? That would be welcome. The campaign explains it well but it think it probably promises a little too much. Glamour in BK? Refinement? Style? I'll need to see that for myself.
Moving on. The recruitment campaign for the Royal Singapore Air Force. Above all, it's quite a cliche ... You are the key that opens every door; you're the fence that ... launches the missiles. I don't get it. To be honest, I hope nobody gets it. Launching more missiles ... oh my God.
As for the kangaroo ad for the Nissan Cabstar, I think there are more interesting ways to say that you have more power for heavier loads. Don't miss the chance to create a good ad when you have something very specific to say.
Closer to home for me is Del Campo Nazca's work for the Buenos Aires Zoo. It's another good piece of work for the only zoo in the world that has three lions ... three Cannes gold Lions.
It's animals again for three executions from TBWA\Shanghai for Nabel, a Chinese tile manufacturer. It sounds a little odd to me to say that a tile can be comfortable. Are tiles cozy in China? I'll have to visit there soon.
Oh Pokon, what a powerful fertiliser you are -you bring dead wood back to life. I wonder, will people understand it?
Yes, we human beings like to go out to dinner and we sometimes need fast foods because we are in a rush or we don't want to spend a lot of money - though that doesn't mean the food must be greasy, unhealthy or wrapped in horrible brown bags.
We are people who also sometimes like to go for a walk or go to the zoo: it's nice to see wild and exotic animals, so different from my neighbour, who always puts his rubbish bags in my garden. And we human beings like to have plants, look after them and see them growing up healthy and strong.
We like to have a new bathroom and a new kitchen. And some people need to have a loading truck for their work. I even think there are human beings who could be interested in joining the air force.
But I find myself wondering if we - creative people - are doing what we're supposed to do: making the brands communicate with people in an interesting and impressive way? Or is it that we just, like in most of these cases, want to be considered very smart guys.
- An entry form for the Campaign Press Advertising Awards 2005 is available in this issue of Campaign or contact: Bridget Drummond 020 8267 4090 email@example.com
BUENOS AIRES ZOO
Project: Winter holidays campaign
Client: Fernando Chain, commercial director
Brief: Generate interest in visiting the zoo using the arrival of
kangaroos for the winter holidays
Agency: Del Campo Nazca Saatchi & Saatchi, Argentina
Writers: Guadalupe Pereira, Gaston Bigio
Art directors: Javier Lourenco, Hernan Tomassini, Jonathan Gurvit
Photographer: Gisella Filc
Exposure: National press and posters in Buenos Aires and its suburbs
ROYAL SINGAPORE AIR FORCE
Project: Corporate branding
Client: Major Ivan Ho, head of recruitment
Brief: Communicate the air force's core mission of guarding Singapore
Agency: DDB Worldwide Singapore
Writer: Neil Johnson
Art director: Joel Chin
Photographer: Charles Chua
Exposure: National press and posters
Project: Fire-grilled salad launch
Client: Russ Klein, executive vice-president and chief marketing officer
Brief: Highlight the pouch innovation that keeps the hot meat separate
from the cold greens
Agency: Crispin Porter & Bogusky, US
Writers: Rob Reilly, Ronny Northrop
Art directors: Kat Morris, Kevin Koller
Photographers: Henrik Halvarsson, Brad Tuckman
Project: Nabel brand communication
Clients: Yang Weidong, vice-president; Jiang Jinsong, advertising
Brief: Promote Nabel's brand image and communicate the product's
Writer: Tif Wu
Art directors: David Chu, Leo Wan
Photographer: Li Jun
Exposure: Ray and Trend magazines
POKON & CHRYSAL
Project: Pokon fertiliser
Client: Rob van der Leegte, marketing manager
Brief: Promote the message that Pokon is the best product to help your
Agency: Van Walbeek Etcetera DDB, The Netherlands
Writer: Erik Falke
Art director: Dennis Baars
Photographer: Ernst Yperlaan
Client: Diogo Jardim, marketing director
Brief: Show that the Cabstar has been revamped to make it stronger
Agency: BBDO Portugal
Writer: Nuno Cardoso
Art directors: Diogo Mello, Marco Dias
Exposure: National press