From the outside it would appear that briefs don't come much better. There's a global TV audience, both sides get to play with some of the greatest footballers on earth, an enormous budget and four years to get it right, so better than your average brief for Toilet Duck, then.
Nike came out first with the less than inspiring "Cantona
ad set on a ship. It looked like a free pass to the next round for Adidas. However, what we've got is an idea based on "Footballitus". The thought is predicated on the observation that the most talented exponents of the beautiful game are obsessed with it.
The trouble is we know that - in fact, it would be more interesting if we were told that they weren't, or if we saw ordinary people catching footballitus. It has its moments but overall I don't think we're going to look back and see this campaign featured in the "Pantheon of belters", which is a shame.
We continue the uninspiring theme with a new print campaign for Continental Tyres. The approach is to imagine that your car is a woman, Swiss Tony appears to be the copywriter of choice. The flaw is, this is a campaign for tyres and I know no more about Continental Tyres now than before I read the ads, which is something I wouldn't have done if it were not for Campaign asking me to do so.
When you're selling what amounts to entertainment in a bottle, it would seem encumbent on both client and agency to produce something entertaining, and compared with Fosters, Heineken and Stella, this isn't particularly.
Pilsner is a long-established brand so we've got a period piece drama for a "golden beer". There are two films, one based on the invention of the first fridge, the other on the first burglar alarm. They're not bad and it would be easy to say they are well shot, but these days, what isn't?
The idea, however, will not get talked about down the pub, which is probably what this brand needs the most.
There's a new campaign for Penguin. It features a six-foot penguin that doesn't adhere to the adage p...p...p pick up a Penguin. Instead (and understandably perhaps) it busies itself with s...s...s...stealing fish.
It's alright in a knockabout, slightly old-fashioned sort of way but at the same time it can't hold a candle to the excellent Jaffa Cakes work from the same manufacturer.
Penultimately, we have a lesson in tinkering and when not to do it.
Remember the last Clarks campaign? I do. I had to review it in this column last time I wrote it. It was superb, a simple thought about new shoes and how on acquiring them you look at little else. These are more complicated, bundled together in sets of two and essentially based on laughing at foreigners.
Why? The last campaign was a long way short of being out of gas. What was wrong with just doing more of the same? I still like the new shoes insight but I much prefer the old ads.
The last campaign is for Typhoo. Nice big simple idea, get back your OO with Typhoo, and nice simple executions featuring people who are feeling flat ... literally.
An appropriate thought well executed.
Sorry if yours was one of the fireworks it was necessary to piss on but reviewers get what they're given. Personally I wish I'd got to review the "Compensation for being six
spot for McDonald's, currently the best ad on telly.