Talking of bitches (in an endearing, gangsta-rap, bling-bling sort of way), next up are these new print ads for Levi's Girls - its latest denim collection modelled here by Eve, Patty Anne and the rest of the birds in blue. All the executions are well-shot, competently art directed and wouldn't look out of place in any girly mag. Now, is that a compliment or a criticism? I guess, overall, I just find these ads a little bland and somewhat frigid.
Which, historically, is a word that would have warmed the kibbles of BMW's heart. Nowadays, though, the ice-maiden of car advertising is starting to show her softer side, even adding a touch of humour. In these four commercials, a frog, a mule, a cow and an ostrich each get the opportunity to demonstrate various aspects of BMW's "intelligent thinking". Cleverly written, beautifully directed and quirkily scored.
They also feel like someone actually looked at the time length on the brief and wrote the scripts accordingly. Mind you, I bet they wished they'd come up with the line "BMWs - they're moo-licious!" for the cow version.
This Waitrose commercial is admirably directed too. We're taken to the Windward Islands, which is home to Lincoln Henry and his fellow banana growers, and a sunny paradise where retail ads flourish with style, sophistication and not a starburst in sight. It's lovely, but I wonder if it works.
My favourite Waitrose product is its 70 per cent dark chocolate. It's certainly on a par with Green & Black's, the organic chocolate company that obviously devotes an enormous amount of love, care and attention into making its fine product.
I wish some of that same passion and effort had gone into making these ads. Poor art direction, lazy typography and lines that would have done better to have stayed in bed. Sorry, but I think a brand like this deserves more from its advertising.
Finally, HSBC. As I watched this 90-second epic, I had only one thought in mind: "Don't let me down, please don't let me down!" Then - wouldn't you know it - it let me down. It's an immaculately filmed road-trip, cut to an awesome track, but it seems to exist only to make the point that, in Brazil, the hand gesture for OK is not OK. Somehow, I struggled to see what that had to do with banking. Or is that soooo old-fashioned?
Anyway, have a Happy Easter everybody and go easy on the matzos. You know what they do to you.
Project: Levi's Girls
Client: Sue Chidler, retail marketing director
Brief: Launch the Levi's Girls' square top-block collection for
Agency: Bartle Bogle Hegarty
Writer: Claudia Southgate
Art director: Verity Fenner
Typographer: Stephen Butler
Photographer: Stephen Klein
Exposure: Fashion and lifestyle press
Client: Carlos Alves, group advertising manager
Brief: Build the positioning of HSBC as "the world's local bank" through
local cultural insight
Writer: Vince Squibb
Art director: Vince Squibb
Director: Chris Palmer
Production company: Gorgeous
Exposure: Global TV
Project: "Reasons to buy"
Client: Paul Andrews, marketing communications manager
Brief: Underpin the many BMW product launches in 2004 with a brand
campaign that underlines the uniqueness and appeal of the whole range
Writer: Jude Healy
Art director: Dave Kelly
Director: Malcolm Venville
Production company: Therapy
Exposure: Terrestrial and satellite TV
Project: Waitrose Caribbean bananas
Client: Amanda Bindon, marketing director
Brief: Extend the meaning of "quality" by showing how long-term,
supportive and fair working relationships with small growers have led to
positive conditions for the production of better bananas
Agency: Banks Hoggins O'Shea/FCB
Writer: Chris O'Shea
Art director: Ken Hoggins
Director: Stuart Douglas
Production company: @radical.media
Exposure: South, South West and Anglia TV regions
Project: "Food enjoyment. Fame"
Client: Susie O'Rourke, marketing manager
Brief: Give Bakers the fame it deserves as the market leader
Agency: Burkitt DDB
Writer: Phil Webb
Art director: Tony Curran
Director: Mick Rudman
Production company: Park Village
Exposure: National TV and cinema
GREEN & BLACK'S
Project: Green & Black's
Client: Mark Palmer, marketing director
Brief: Refresh the "what chocolate's supposed to taste like" campaign
Writer: Ed Edwards
Art director: Dave Masterman
Typographer: James Townsend
Exposure: London Underground Tube cards