"Always eat when you are hungry.
"Always drink when you are dry.
"Always wash when you are dirty.
"Don't stop breathing, or you die.
"Aaah aah aah aah box."
First out of the box is Honda. There is no set style to this campaign and I find that refreshing: it keeps it contemporary. What a well put-together piece of film. The music is very American Beauty and draws you in. I love its depth of observation and style and I'm anticipating that the great voiceover will convince the consumer of the benefits of driving a Honda motor car. Lovely stuff. The art director, copywriter and director win free passes to be hurdy-gurdy.
It's a scary world out there. Some people just can't get through a day they are so low. The Samaritans are there to listen - the "red coats" for the clinically depressed - and they need volunteers. This ad is visually striking and does the job. The ghost train just keeps riding and it needs stopping.
My favourite ride was the dodgems - crash bang wallop. I really believed I was driving around in a little car. When BMW bought Rover, the Mini was reinvented and what a rebirth within a year. I believe it sold more than 100,000 - it's a car that can sell itself. Looks like it might have to ...
It's a heady aroma, stale beer, pipe tobacco, a full English, fish and chips in the communal dining rooms at Butlins. They must have used gallons of Domestos to wash everything away. It's hard to feel romantic about a disinfectant but LHS have done it. This ad has a touch of the Hob Nobs about it: the music is so catchy you can't stop tapping. A tough brief, executed with a touch of panache. A trip down memory lane.
It used to be a world of Ford Corsairs, Cortinas and Populars. Now it's Hondas, BMWs, Minis and Toyotas. Things change, male testosterone doesn't.
We're not swinging with Glenn Miller but with the wife swappers of Stanmore.
Everyone has put their car keys in the bowl and the big lady wants hard sex. The male sex machines line up on the sofa in fear of being chosen. She picks up a key and all the men stand up - cut to pack shot. They all want to drive the Toyota. Lucky girl.
The computer game has taken over the world of my youth. I'm not a player myself, but Sony PlayStation set the standard. Can we go back five years when this brand had attitude? "Double life" is still the benchmark. I know this ad is there to sell games, but it's become a very overused cliche in this market to cut real film with games footage. Yawn, snore, fart, burp, goodnight campers.
Client: Paul Girling, divisional director
Brief: Volunteer recruitment
Agency: Dig for Fire
Writer: Mike Ruddy
Art directors: Steve Loftus and Richard Hillam
Typographer: Steve Loftus
Photographer: Richard Hillam
Exposure: National six-sheet posters
Project: SOCOM US Navy Seals
Clients: Isabelle Tomatis, group product manager; Peter Clare, senior
Brief: Dramatise the experience of giving voice commands to your fellow
Writers: Chris Bovill and John Allison
Art directors: Chris Bovill and John Allison
Director: Sam Cadman
Production company: Rogue
Exposure: Pan-European TV
Project: Mini personalisation poster
Client: Emma Lowndes, marketing manager
Brief: Communicate the opportunity to personalise the Mini in hundreds
of ways with Mini's options and accessories
Writer: David Cornmell
Art director: Jane Briers
Typographer: Doug Foreman
Photographer: Jonathan Burton
Exposure: National 48-sheet posters and banners
Project: Domestos "time"
Client: Helena Ganczakowski, homecare market development director
Brief: Announce the fact that Domestos has a new, longer-lasting bleach
Writer: Sam Cartmell
Art director: Jason Lawes
Director: Mark Denton
Production company: Therapy Films
Exposure: National TV
Project: Key party
Brief: Continue the "car to be proud of" campaign, showing the extremes
people go to in an effort to claim the Corolla is theirs
Agency: Saatchi & Saatchi
Writer: Hugh Todd
Art director: Adam Scholes
Director: Matthias van Heinegen
Production company: Outsider
Exposure: National TV
Project: Honda IMA
Client: Matt Combe, marketing manager
Brief: Demonstrate Honda's commitment to developing cutting-edge
technology in the form of the new IMA engine system
Agency: Wieden & Kennedy London
Writers: Tom Chancellor and Kim Papworth
Art directors: John Cherry and Tony Davidson
Director: Peter Thwaites
Production company: Gorgeous
Exposure: National TV